Transcript Sales promotion

Promotion &
The Promotional Mix

Promotion is persuasive
communication.
 AIDA- attract Attention,
build Interest & Desire, and
ask for Action.

2 types of promotion:
 Product promotion explains
features & benefits, identifies
where product is sold,
advertises sales, answers
customer questions.
 Institutional promotion is
used to create a favorable
image for a business.

There are 5 basic categories:
 Personal selling
 Advertising
 Direct marketing
 Sales promotion
 Public relations

Requires that a company employ sales reps who
maintain contact with customers and prospects.
 One of the costliest forms of promotion.
 Can take form of personal meetings, telemarketing, e-mail
contact, and correspondence.
 Typically takes place after, or a result of, other promotional
activities.

Advertising is a form of nonpersonal promotion.
 Companies pay to promote ideas with a variety of media
outlets.
 With advertising, a company engages in a one-way
communication to the customer.

Direct Marketing is a type of advertising directed to a
targeted group of customers & prospects, rather than
a mass audience.
 The 2 forms are printed direct mail & electronic direct mail.
▪ Usually generates a response from the targeted
customer by making a special offer.
▪ Gives recipients an incentive to respond by visiting
a store or Web site.
▪ Allows one-way communication with customer;
however, CAN-SPAM Act was passed in 2003.

Sales promotion represents all marketing activitiesother than personal selling, advertising, and public
relations-that are used to stimulate purchasing and
sales.
 Its objectives are to increase sales, inform potential customers
about new products, and create a positive company image.
▪ Include coupons, product samples, and point-of-purchase displays.

Public relations (PR) activities enable an organization
to influence a target audience.
 Campaigns try to create favorable image for company.
▪ News releases, publicity: placement is free, more believable than
advertising.
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As a class, decide on a
business we would like to
create!
Then, you will be given one
of the 5 types of
promotion.
You MUST create an
actual promotion, which
you will present to the
class at the end of the
period!!!