Promotional Tools: Advertising, Direct Marketing, Personal Selling, Public Relations, and Sales Promotions

Promotional Mix

The combination of promotional tools available to a marketer, consisting of advertising, direct marketing, personal selling, sales promotion, public relations, and Internet marketing.

Promotion

The coordination of all seller-initiated efforts to set up channels of information and persuasion to sell goods and services or promote an idea.

Advertising

Any paid form of non-personal communication about an organization, product, service, or idea by an identified sponsor.

Advertising Objective

A specific communication task to be accomplished with a specific target audience during a specific period of time.

Informative Advertising

An advertising objective used to introduce a new product or build up primary demand for the product.

Persuasive Advertising

An advertising objective used when competition is stiff to enable a company to keep its market share.

Reminder Advertising

An advertising objective critical for products that have reached the maturity stage to maintain market position even if they are already top of mind.

Slice of Life Execution

An advertising execution style that shows how people use the product in a normal setting.

Lifestyle Execution

An advertising execution style that shows how the product fits with one's way of life.

Fantasy Execution

An advertising execution style that creates a 'wonder' world around the product or its use.

Mood or Image Execution

An advertising execution style that builds positive feelings or scenes around the product, such as beauty, love, fun, and serenity.