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Promotion

Promotion. What is Promotion?. Communication by marketers that informs, reminds, and persuades potential buyers of a product in order to influence an opinion or elicit a response. Promotional Mix. Advertising. Elements of the Promotional Mix. Personal Selling. Public Relations.

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Promotion

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  1. Promotion

  2. What is Promotion? • Communication by marketers that informs, reminds, and persuades potential buyers of a product in order to influence an opinion or elicit a response

  3. Promotional Mix Advertising Elements of the Promotional Mix Personal Selling Public Relations Sales Promotion Direct Marketing

  4. Advertising • Impersonal, one-waymasscommunicationabout a product or organization that is paid for by a marketer

  5. Publicity • Public information about a company, good, or service appearing in the mass media as a news item. It is NOT paid for by the marketer, and the company is not identified as the source of the information.

  6. Traditional Advertising Media • Television • Radio • Newspapers • Magazines • Books • Direct mail • Billboards • Transit cards • E-media

  7. Personal Selling • The two-way flow of communication between a buyer and seller, often in face-to-face encounter, designed to influence a person’sor group’s purchase decision

  8. Public Relations • The marketing function thatevaluates public attitudes, identifies areas within the organization that the public may be interested in, and executes a program of action to earn public understanding and acceptance.

  9. Sales Promotion • Marketing activities-other than personal selling, advertising and public relations-that stimulate consumer buying and dealer effectiveness

  10. Sales Promotion Tools • Free samples • Contests • Premiums • Trade Shows • Vacation Giveaways • Coupons

  11. Direct Marketing Direct communicationwith consumers togenerate a response in the form of an order,a request for further information,or a visit to a retail outlet

  12. Noise Source EncodingMessage Message Channel Decoding Message Receiver Feedback Channel The Communication Process

  13. The promotional mix

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