Promotional Mix Notes

The Promotional Mix

The promotional mix consists of several marketing communication methods to convey information and promote products or services. These include:

• Advertising
• Personal Selling
• Sales Promotion
• Public Relations
• Direct Marketing
• Events/Experiences

Advertising

• Advertising is defined as a paid, non-personal communication about an organization and its products transmitted to a target audience through mass media.
• Examples of advertising channels:
  • Print and broadcast ads
  • Packaging inserts
  • Motion pictures
  • Brochures and booklets
  • Posters
  • Billboards
  • P.O.P. (Point of Purchase) displays
• Strengths of advertising:
  • Cost-efficient per person reached.
  • Can enhance brand image.
  • Repeatable.
• Weaknesses of advertising:
  • Total cost can be high.
  • Slow feedback.
  • One-way message.
  • Not flexible.

Personal Selling

• Personal selling is a paid, personal communication that seeks to inform customers and persuade them to purchase products in an exchange situation.
• Examples of personal selling activities:
  • Sales presentations
  • Sales meetings
  • Incentive programs
  • Samples
  • Fairs and trade shows
• Strengths of personal selling:
  • More influential than advertising.
  • Immediate feedback.
  • Flexible approach.
• Weaknesses of personal selling:
  • High cost per person.
  • Time-intensive.

Sales Promotion

• Sales promotion involves activities or materials that act as a direct inducement, offering added value or incentive for the product.
• Examples of sales promotion techniques:
  • Contests, games, sweepstakes
  • Sampling
  • Trade shows, exhibits
  • Coupons
  • Rebates
  • Continuity programs
• Strengths of sales promotions:
  • Can be implemented quickly.
  • Help to move seasonal items.
  • Enhance effectiveness of other promotional mix elements.
• Weaknesses of sales promotions:
  • Not suitable for luxury products.

Public Relations

• Public relations (PR) is a broad set of communication efforts used to create and maintain favorable relationships between an organization and its stakeholders.
• Examples of PR activities:
  • Press kits
  • Seminars
  • Annual reports
  • Charitable donations
  • Publications
  • Community relations
  • Lobbying
• Strengths of public relations:
  • Publicity can help build brand image.
  • Supports other promotional efforts.
• Weaknesses of public relations:
  • Firm cannot control what news agencies and other outlets say.

Direct Marketing

• Direct marketing is a form of advertising where the firm contacts the customer personally to provide marketing information.
• Examples of direct marketing methods:
  • Catalogs
  • Mailings
  • Telemarketing
  • Electronic shopping
  • TV shopping
  • E-mail
  • Voice mail
• Strengths of direct marketing:
  • Messages can be tailored to match the consumer.
  • Many consumers request these materials.
• Weaknesses of direct marketing:
  • Customers can feel as if their privacy has been invaded.

Events/Experiences

• Events and experiences involve organizing activities and events where customers can meet each other and get to know the brand/firm.
• Examples of events and experiences:
  • Sports events
  • Entertainment events
  • Festivals
  • Arts events
  • Cause-related events
  • Factory tours
  • Company museums
  • Street activities
• Strengths of events and experiences:
  • Help build brand community and buzz around the brand.
• Weaknesses of events and experiences:
  • More skeptical consumers might see efforts as inauthentic.

Evaluating Impact: Source Control vs. Credibility

The promotional mix elements vary in the level of source control versus credibility: