Transcript 3. Marketing Mix

Marketing Mix
‘Promotion’
What is ‘Promotion’ used for?
• Introducing a new product to the market
• Creating interest in a product
• Reinvigorating a product where sales
have dropped
Promotion Methods
Businesses will use a variety or mix of
promotional methods in order to get their
product known & sold to consumers.
These include;
A. Advertising
B. Direct Marketing
C. Sales Promotion
A. ADVERTISING
The steps for ADVERTISING your product
1. Identify the target group
2. Develop marketing objectives
3. Calculate the budget
4. Decide on the key message
5. Decide on the advertising medium
6. Create the advertisement
7. Evaluate the advertising campaign
Activity
• Question One p. 194
• Question Two p. 194
‘Hot Potato’
• In groups of two create a PP (no more
than three slides) on one of the seven
steps of ADVERTISING. The teacher will
allocate your step. Present in 20 mins!
B. DIRECT MARKETING
Direct Marketing combines advertising,
selling & distribution & sometimes other
sales promotions such as special offers
and competitions.
Direct marketing is not separate from an
organisation’s other promotional activities,
it needs to compliment and reinforce them
and to be part of a total marketing strategy
Types of DIRECT MARKETING
Direct Mail
‘Junk Mail’ uncalled for direct mail that arrives in your
letter box
Leafleting
Handing out leaflets in the street
Telemarketing
This involves direct communication over the phone
ACTIVITY – Stop & Think p. 200
C. SALES PROMOTION
SALES PROMOTION techniques are part of
the total promotion mix of a business.
They accompany any advertising,
personal selling & public relations
exercises to establish the overall
promotions strategy.
SALES PROMOTION can consist of;
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Free samples
Contests & competitions
Games
Special prizes & discounts
Coupons
Point of sales displays
ACTIVITY – Question 1 & 2 page 202