Transcript Intro to Marketing Mr. Bernstein The Promotional Mix

Intro to Marketing
Mr. Bernstein
Promotion and the Promotional Mix,
pp 262-269
October 24, 2013
Intro to Marketing
Mr. Bernstein
Promotions
Communication aimed at target market:
Urge customers to buy your products
Build more positive relationship with customers
Is directly linked to your image
Promotion Strategy coordinates all aspects of
promotion by planning and selecting the right mix
of activities
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Intro to Marketing
Mr. Bernstein
Promotions
Sales
Promotions
Advertising
Promotional
Elements
Publicity
Personal
Selling
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Intro to Marketing
Mr. Bernstein
The Promotional Mix
Different types of products tend to have success with
different elements of the promotional mix
Marketing firms or departments search for the most
cost effective methods of promotion
Some forms of the promotional mix require different
personal skill sets than others
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Intro to Marketing
Mr. Bernstein
The Promotional Mix: Advertising
Newspapers
Magazines
Direct Mail
Outdoor Advertising (ie Billboards)
Directories (ie Yellow Pages)
Transit Advertising (ie subway cars)
Television
Radio
Internet*
Clothing and other labeled items
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Intro to Marketing
Mr. Bernstein
The Promotional Mix: Publicity
Placement in the media newsworthy items about your
company or product
Community Service events
Magazine articles, TV shows, interviews, newsletters,
website
Movie or TV roles
For many athletes or entertainers, every public
appearance is publicity – dinner, kids games, etc. 6
Intro to Marketing
Mr. Bernstein
The Promotional Mix: Sales Promotion
Giveaways – caps, keychains, posters, etc…everyone
loves a freebie...often co-branded with manufacturer or
sponsor
Displays – “POP” displays and vendors in stadiums
Premiums – bundling with a bonus product, such as
backstage access or pregame tour for groups
Discounts – Multi-game packages for live games or TV
Contests – i.e. “The Halfcourt Shot”
Special Events – “Old Timer’s Night”, “Family Night”, etc.
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Intro to Marketing
Mr. Bernstein
The Promotional Mix: Personal Selling
Effective when pricing is negotiated
Effective when products are relatively complex
There is followup contact after the sale to build a
relationship
Customers typically want specific and/or detailed
information
Purchases have high dollar amounts
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