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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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