Marketing Mix - Promotion

Advertising & Direct Marketing

• creates awareness of a business product

• cultivates a favorable image and brand recognition

• stimulates sales, reinforce advertising, & support selling efforts

• builds on previous efforts to complete sale

Sales Promotion

• creates awareness of a business product

• cultivates a favorable image and brand recognition

• stimulates sales, reinforce advertising, & support selling efforts

• builds on previous efforts to complete sale

Personal Selling

• creates awareness of a business product

• cultivates a favorable image and brand recognition

• stimulates sales, reinforce advertising, & support selling efforts

• builds on previous efforts to complete sale

Public Relations

• creates awareness of a business product

• cultivates a favorable image and brand recognition

• stimulates sales, reinforce advertising, & support selling efforts

• builds on previous efforts to complete sale

Approval of support of a product/idea by a celebrity lending his/her image or name to a product.

• Advertising

• Sponsorship

• Endorsement

• Guerilla Marketing

When a company supports an event or organization by providing money or resources.

• Sponsorship

• Guerilla Marketing

• Pricing

• Endorsement

Sponsorships do all of the following EXCEPT

• Enhance image/shape attitudes

• Drive sales

• Positive publicity & heightening visibility

• Provide free advertising

This is about influencing, engaging and building a relationship with key stakeholders across a myriad of platforms in order to shape and frame the public perception of an organization.

• Personal Selling

• Endorsements

• Sponsorships

• Public Relations

This is FREE mention of product or company in the media.

• Public Relations

• Publicity

• Endorsements

• Sponsorships

This is an example of

• Public Relations

• Sponsoring

• Guerilla Markeing

• Endorsing