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Elements of Promotional Mix

The promotional mix consists of advertising, sales promotion, personal selling, public relations, and direct marketing. Advertising communicates messages to target audiences through various media to generate sales. Sales promotion increases perceived value and is offered for a limited time using devices like contests and coupons. Personal selling involves one-on-one interactions where an item of value is exchanged for money. Public relations manages messaging between an organization and the public through outlets like press releases and social media. Direct marketing goes directly to customers using methods such as mail, online, and face-to-face interactions.

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Dominic Bulaclac
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259 views2 pages

Elements of Promotional Mix

The promotional mix consists of advertising, sales promotion, personal selling, public relations, and direct marketing. Advertising communicates messages to target audiences through various media to generate sales. Sales promotion increases perceived value and is offered for a limited time using devices like contests and coupons. Personal selling involves one-on-one interactions where an item of value is exchanged for money. Public relations manages messaging between an organization and the public through outlets like press releases and social media. Direct marketing goes directly to customers using methods such as mail, online, and face-to-face interactions.

Uploaded by

Dominic Bulaclac
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as DOCX, PDF, TXT or read online on Scribd
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Elements of Promotional Mix

1. Advertising - Advertising communicates a message to a targeted audience and generates feedback


in the form of a sale or other action taken by a consumer.
- Through advertising, a marketer hopes to communicate a message to a targeted consumer
group via means including print, electronic (radio and television), the Internet and mobile phones.
The media plan, developed simultaneously with the creative strategy, schedules how and when
consumers see advertisements.
Effective advertising illustrates the product ‘s value and gives consumers a reason to take action
and/or buy.
A target audience is defined through information gathered from focus groups, demographics and by
understanding how certain consumer groups think

2. Sales Promotion - Sales Promotion stimulates market demand, product availability and coordinates
public selling, advertising and public relations.
-  increase the perceived value of a product and are usually offered for a limited
amount of time.
- The primary objective of a sales promotion, a catch all marketing function, is to
stimulate market demand, improve product availability and to coordinate public selling, advertising
and public relations. A successful sales promotion is meant to prompt a targeted consumer group to
show interest in the product or service, try it or ideally buy it. They are delivered to targeted groups
via media and non-media marketing communications during a pre-determined, limited amount of
time. It is a component of a marketing plan’s “promotional mix” that usually includes advertising,
personal selling, direct marketing, publicity/public relations, corporate image and exhibition. Sales
promotion cannot compensate for a poor product, a declining sales trend, ineffective advertising or
can it create strong brand loyalty.
- There are two types of sales promotions; consumer and trade. A consumer sales promotion
targets the customer while a trade sales promotion focuses on organizational customers that can
stimulate immediate sales.
- Contests, coupons, giveaways, loss leaders, point of purchase displays, premiums, prizes,
product samples and rebates are sales promotion devices. They are delivered via mixed forms of
media such as print, digital, electronic (radio and television) and online in various forms of new
media.

3. Personal Selling - Selling, the art of persuasion, is defined as a one-on-one interaction whereby a
tangible or intangible item of value is exchanged for a different item, usually with money in an
amount of equal or greater value of the item being sold. Selling is part of the promotional mix. It is
systematic, repetitive, and measurable. When properly analyzed, sales data will offer objections to
overcome and help to predict sales patterns and projections.
- Marketing impacts personal selling and improves the selling environment by
increasing exposure to potential customers.
- A successful personal seller must utilize aggressive sales tactics that influence and
control the process, presenting it as a mutually beneficial, interpersonal exchange of goods or services
for equitable value.
- To be successful in personal sales, the salesperson must understand how to sell to
the needs of a customer.
- Selling is defined as an interaction whereby an item of value is exchanged for a
different item, which is usually money.

4. Public Relation - is the management of a message between an individual or organization and the
public.
- Public relations is communicated through the media in the form of publicity
events, speaking opportunities, press releases including video and audio news releases, newsletters,
blogs, social media, press kits, and outbound communication to members of the press.
-The ideal end result of public relations is for the information to serve both the
source and the public interest.
- All audiences or publics are stakeholders, groups or individuals that can affect or
be affected by the actions of the business as a whole, but not all stakeholders are audiences.
- There are four core elements to public relations:
 Retain and create goodwill
 First do good, then take credit for it
 Identify and effectively communicate varying points of view and needs to well-defined targets
 It is a planned activity

What Public Relations Can Do


The response to public relations activities should lend itself to analysis and trending, to predict
consequences, to guide executive decisions, and used to trigger planned programs of action. The
ideal end results of public relations is for the information to serve both the source and the public
interest

5. Direct Marketing - Direct marketing goes direct to customers via telephone, mail, fax, TV, radio,
online, magazines, newspapers or face-to-face.
- Direct marketing targets individual members of defined consumer groups.
-The message is based upon a clear “call to action” delivered directly to predisposed
consumers.
- Direct marketing provides valuable and reliable consumer and sales data, as well as
clear, quantifiable success metrics for analysis.
- Direct marketing allows businesses and nonprofit organizations to advertise and
market directly to customers via a variety of print and electronic mediums. Direct marketing
campaigns focus on the consumer, statistical data generated via outreach and the
accountability of the marketer. The message is based upon a “call to action” delivered
directly to predisposed consumers.

Personal selling occurs when an employee or salesperson has a


conversation with a potential customer. Direct marketing involves using campaign
materials like emails, text messages, fliers, catalogs, letters and postcards,
and does not involve interacting directly with customers.

-Dominated by Mass-Media
- Integral part of marketing mix

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