Promotional Mix
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The promotional mix refers to the combination of advertising, public relations, personal selling, sales promotion, and direct marketing techniques used by marketers to achieve promotional goals and objectives. The goals are to increase demand for a product or service, inform customers, and distinguish the product in the marketplace. Each element - such as advertising, public relations, and personal selling - plays a unique role in communicating information to potential customers to influence their opinions and purchase decisions.
Promotional Mix
- 1. PROMOTIONAL MIX ELEMENTS OF A % What is a Promotional Mix The different advetising strategies used to achieve specific goals for a product or service %
- 2. COMMUNICATION by marketers that INFORMS, PERSUADES and REMAINDS the potential of a product in order to INFLUENCE an opinion or get a response Lamb, Hair & McDaniel (2012) Promotion
- 3. PROMOTIONAL MIX ELEMENTS OF A Public Relations Advertising Personal selling Sales Promoton Direct Marketing
- 4. PROMOTIONAL MIX OBJECTIVES OF A Increase demand for your product or service Inform customers about your product Distinguish your product or service in the marketplace
- 5. Public Relations How the company appears to the public
- 6. Sales Promotion To encourage customers to purchase a product or service throgh cupons, discounts, codesor rebates that stimulates consumer buying %
- 7. Advertising Impersonal and paid mass communication about a product or service through different media
- 8. Personal Selling When a salesperson meets a potential buyer or buyers face-to-face with the aim of selling a product or service.
- 9. Reaching out to customers directly through email blasts, direct phone calls, fliers or paid promotional segments on TV. Direct Marketing
- 10. Do you rem em ber the 5 elem ents of the Prom otional M ix?
- 11. Thank you!