Promotion-. any form of communication a business . uses . to inform, persuade, or remind people about its . products. Promotional Mix-. a combination of the different types of promotion. A business decides on the . ID: 742777
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What is Promotion?
any form of communication a business
to inform, persuade, or remind people about its
a combination of the different types of promotion. A business decides on the
that will be most effective
for the product’s target market.Slide3
The concept of the Promotional Mix
A business uses
to convince potential customers to buy its products instead of buying from a competitor.
is used by businesses to create a favorable image for themselves, as opposed to promoting specific products or servicesSlide4
Types of Promotion
There are four types of promotion
Uses planned, personalized communication in order to influence buying decisions and to ensure satisfaction
of the largest forms of promotion
to complete a sale once a customer is attracted to a businessSlide6
Any paid form of
presentation and promotion of ideas, goods, or services by an identified
Examples: magazine ad, TV commercial, direct mail, etc.
American businesses spend about $200 billion each year on advertising.Slide7
ELSE used to stimulate consumer purchasing and sales
selling, advertising, and public
Examples: store displays, fashion shows, coupons, free samples, contests, demonstrations, etc.Slide8
Any activity designed to create a favorable image of a business, its products, or its policies.Slide9
A specific kind of
involves placing positive
information about a business in the media.
Publicity is much cheaper than
advertising – it is NOT paid for by the company that benefits from it.
mention on the news is more likely to be regarded as
the other hand, companies cannot control negative publicity.Slide10
Most businesses use more than one type of promotion to achieve their promotional goals
Each type of promotion is designed to complement one another, and all must be coordinated.Slide11
is used to convince a retailer to stock the products being promoted, pushing the product to the retailer. A push strategy relies heavily on personal selling and promotion at trade shows
is designed to create consumer interest, pulling consumers to the product.Slide12
Answer the questions about Promotion first. Then, flip over the worksheet and fill in the graphic organizer to see how promotion fits into the bigger picture of marketing!
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