Transcript ASEM_9.1_Introduction to Promotion

Promotional Mix
Written by: Stacy Orr and Cheryl Tays
GACTAE Resource Network
Objectives
Define promotion
Define promotional mix
Define and discuss the elements of the
promotional mix
Review Target Marketing
Look at T.V. Commercials and identify
their target market
What is Promotion?
Promotion - involves all communication
activities that inform potential
consumers about the existence of
goods, services, or ideas and
persuades them to buy
Promotional Mix
Promotional Mix - the most effective
combination, or blend, of the marketing
communication channels that a
business uses to send its messages to
consumers.
Advertising
Advertising - any paid form of non-personal
presentation of ideas, goods or services
Major Media
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Television
Direct Mail
Outdoor Advertising
Directories
Radio
Newspaper
Magazines
Personal Selling
Personal Selling - the form of
promotion that uses planned,
personalized communication in order to
influence purchase decisions and to
ensure satisfaction.
Publicity
Publicity - a non-personal form of
promotion that is not paid for by the
individual or company which receives it.
Ex’s: news release, appearance on T.V.
Talk shows, mention of charitable
activities in print or broadcast media,
feature article, press conference
Sales Promotion
Sales promotion - promotional activities
other than advertising, personal selling,
or publicity, which stimulate purchases.
Ex’s: Displays, Fashion Shows,
Coupons, Free Samples, Contests,
Novelty Items, Trade Shows,
Demonstrations, Exhibits