marketing quiz

Promotion & The Promotional Mix – Notes

Promotion:
Business communication aimed at informing, persuading, or reminding customers.

The 5 Elements of the Promotional Mix:

1. Personal Selling – Direct contact; expensive but personal.

2. Advertising – Paid mass communication (TV, social media, print, etc.).

3. Direct Marketing – Personalized promotion (email, SMS, mail).

4. Sales Promotion – Short-term incentives (coupons, BOGO, contests).

5. Public Relations – Reputation management through earned media.

Why Use a Mix?

• Different tools reach different people.

• More effective than just one method.

• Helps businesses achieve multiple goals.

Factors That Influence Promotional Choice:

• Budget – Determines which tools are affordable.

• Target Market – Determines which methods are most effective.

• Product Type – Complex products may need personal selling; everyday items can use ads.

• Timing – Seasons or events affect what tools are used.

Public Relations Breakdown:

• Audience: Employees, customers, community, media.

• Tools: Press releases, publicity (free media coverage).