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📢 Promotion & The Promotional Mix — Study Guide

🔹 What is Promotion?

• Promotion is any form of communication used to inform, persuade, or remind people about products or services.

• Its goal is to influence customer behavior.

🔸 The FIVE Elements of the Promotional Mix

1. Advertising

   • Definition: Paid, non-personal communication through media.

   • ✅ Advantages: Reaches large audiences, builds brand awareness.

   • ❌ Disadvantages: Expensive, less personal, may be ignored.

2. Personal Selling

   • Definition: Direct, face-to-face communication between a salesperson and a customer.

   • ✅ Advantages: Personalized, interactive, immediate feedback.

   • ❌ Disadvantages: Costly, time-consuming, limited reach.

3. Sales Promotions

   • Definition: Short-term incentives to encourage buying (e.g., coupons, discounts).

   • ✅ Advantages: Creates urgency, increases short-term sales.

   • ❌ Disadvantages: Not long-lasting, may hurt brand image.

4. Public Relations (PR)

   • Definition: Activities that help an organization build a positive image.

   • ✅ Advantages: Free (publicity), builds credibility.

   • ❌ Disadvantages: Uncontrolled message, hard to measure.

5. Direct Marketing

   • Definition: Communicating directly with consumers through mail, email, SMS, etc.

   • ✅ Advantages: Targeted, measurable results.

   • ❌ Disadvantages: Often seen as spam, privacy concerns.

🔹 Why Use a Promotional Mix?

• To reach different types of customers through different channels.

• Helps create a balanced strategy that informs, persuades, and reminds effectively.

🔸 What Influences the Promotional Tools You Use?

📌 Budget

• Larger budgets allow for mass media (TV, print ads).

• Smaller budgets may use more direct or digital methods.

🎯 Target Market

• Younger audiences might respond better to social media or influencer ads.

• B2B might benefit more from personal selling and email marketing.

🔹 Breakdown of the Promotional Mix Tools

1. Personal Selling

• One-on-one communication.

• Used for high-value, complex, or custom products.

2. Consumer Sales Promotions

• Definition: Short-term incentives like coupons, BOGO offers.

• Main Goals:

  • Boost short-term sales.

  • Clear out inventory.

  • Attract new customers.

• Types: Coupons, contests, samples, loyalty programs. (See class slides on Canvas.)

3. Advertising

• Definition: Paid promotion via channels like TV, radio, social media.

• Types: Digital ads, print ads, outdoor billboards, etc. (See Canvas slides.)

4. Direct Marketing

• Definition: Communication sent straight to the customer.

• Examples: Email campaigns, text messages (SMS), direct mail to homes.

5. Public Relations

• Definition: Strategic communication to maintain a favorable public image.

• Directed at:

  • Employees: Internal newsletters, events.

  • Customers: Community events, announcements.

  • General Public: Charity work, sustainability efforts.

  • The Press: News stories and press releases.

Press Release

• Official statement to media to announce something newsworthy.

Publicity

• Free media coverage (can be positive or negative).

• PR aims to generate positive publicity.

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