Promotional Mix

Promotional mix
Standards

1.10.1 Sales and Marketing , manage
pricing, place,promotion,packaging,
positioning and public relations to improve
quality customer service.

5.1 Marketing Fundamentals: Describe the
principles of marketing. (5 P’s Promotions)

.

The combination of personal selling,
advertising, direct marketing, sales promotion,

and public relations make up the promotional
mix.

The Promotional Mix

Section 17.1

Role of Communication in Marketing

Multiple Choice

What is the promotional mix?

• A mix of advertising and personal selling

• A combination of marketing communication channel

• A blend of sales promotion and publicity

• An assortment of direct marketing strategies

Multiple Choice

Define the term 'promotion'

• The methods a business uses to communicate with its customers to make them aware of their products
• Audio or visual form of marketing for products or services

Multiple Choice

What is promotion in the marketing mix?

• Distribution

• Pricing

• Communication

• Product

Types of Communication

Interpersonal Communication: any person to person exchange.

• Telemarketing call

• In-person sales call

• Customer service desk

• Online chat with a company representative

• Salesperson in a store.

Mass Communication: attempts to reach a wide audience, sometimes millions
of people, through mass media; one-way flow of information; no instantaneous
feedback; more cost effective.

• Radio

• Television

• Magazines

• Newspapers

Multiple Choice

Amazon.com decided to create ads to place on Facebook.com. Under which marketing function does this action fall?

• Price

• Product

• Place

• Promotion

The Promotional Mix

Promotion in Marketing

Section 17.1

promotion
Decisions about advertising, personal
selling, sales promotion, and public
relations used to attract customers.

Companies and nonprofit

organizations rely on promotion.

The Promotional Mix

Examples of Each Different Type of Promotion

Section 17.1

The Promotional Mix

Promotion in Marketing

Section 17.1

product promotion
A promotional method used by businesses to
convince prospects to select their goods or services
instead of a competitor’s brands.

Promotion Methods

Product

Promotion

Institutional
Promotion

institutional promotion
A promotional method used to create a favorable
image for a business, help it advocate for change, or
take a stand on trade or community issues.

Multiple Choice

Promoting a company rather than a specific product.

• Sales promotion

• Institutional promotion

• Product promotion

• electronic promotion

Multiple Choice

A carefully planned combination of techniques designed to persuade customers to purchase and support a business's products is called the...

• Personal Selling

• The Promotional Mix

• Publicity

• Sales

Multiple Choice

Which is not a goal of promotions

• To compare

• To educate

• Create Awareness

• To persuade

Promotional Mix

Determining the Promotional Mix

Promotional Mix = the combination of advertising, public relations, personal
selling, sales promotion and public relations.

- The mediums and messages must complement each other.

Multiple Choice

A target market can be described as the 

• direction the market is headed
• group of customers the business seeks to attract
• way a business draws its customers
• sample of the market

Multiple Choice

__________are used to identify customers with similar wants and needs.

• Geographic Data
• Customer Survey
• Behavioral Research
• Market Segmentations Methods

Multiple Choice

What type of market segmentation is based on age, gender, income, ethnic background?

• Demographics

• Geographics

• Psychographics

• Product Benefits

Multiple Choice

What type of market segmentation is based on perceived benefit of the product or service?

• Demographics

• Geographics

• Psychographics

• Product Benefits