The Promotional Mix

The Promotional Mix

by Wakisha Turrentine

​The Promotional Mix

​Consists of the following elements:

• personal selling

• sales promotions

• advertising

• public relations

​Personal Selling

• Consists of direct contact with potential customers

• Is one of the most expensive forms of promotion

Includes the following:

• telemarketing

• personal meetings

• door-to-door sales ​

​Sales Promotions

• Consist of special events, activities and discounts which stimulate sales

Include the following:

• coupons and rebates

• games and sweepstakes

• product samples

• prizes and premiums

• special events or activities

• promotional tie-ins

• customer loyalty programs​

​Coupons & Rebates

• ​Entitle customers to specific discounts or refunds

• Support advertising and sales objectives

• Are used to motivate buying

• Are not always redeemed

​Games & Sweepstakes

• ​Are used to attract customers in a creative way

Include activities such as:

• scratch and win games

• instant win cards

• match games

• radio contests

• drawings and raffles

​Product Samples

• Consist of a free trial or miniature size sample

• Are especially important when introducing new products

• Can be distributed through the mail or in person

• Are popular in grocery stores and during large conferences​

​Prizes & Premiums

• ​Are low cost items given to customers at little or no cost

• Are traffic builders used to remind consumers about a specific brand

Include the following:

• pens or pencils

• key chains

• miniature toys or organizers

• magnets

• coffee mugs, cups, etc.

​Special Events & Activities

• Attract large audiences and potential news coverage

• Are expensive, but memorable

include the following:

• charity events

• school assemblies or half-time shows

• publicity stunts

• concerts ​

​Promotional Tie-Ins

• ​Are also known as cross promotion campaigns

• Include an arrangement between one or more businesses

Require multiple companies to combine their promotional efforts

examples include:

• using Disney® toys in kids’ meals

• Target® and Tide® sharing an advertisement

• advertising Coca-Cola® products during Cinemark® movies

​Customer Loyalty Programs

• ​

• ​Are also called frequent buyer or reward programs

• Increase overall product sales due to brand loyalty

​Include the following:

• frequent flyer airline programs

• restaurant punch-cards

• frequent shoppers discount programs

• credit card reward points

​Advertising

• ​Consists of any paid form of non-personal promotion

• Is used to attract customer’s attention

• Is implemented through multiple channels or “media”

• Is used to inform, persuade or remind customers about a specific product, company or idea

​Advertising Media

​

​Include:

​print

includes newspapers, magazines and trade publications, journals and newsletters and direct mail

broadcast

includes radio and television

the Internet

outdoor and transit

product

includes on product and product placement

​Public Relations

​Consists of the methods and activities used to establish and promote a positive relationship with the public

Is used to create a favorable image or reputation in the community

Includes activities such as:

• creation and distribution of press kits and news releases

• sponsorships

• media and employee relations

• community relations and philanthropy

​Press Kits

​Are promotional packages submitted to news stations and other organizations

Include news releases, pictures, contact information, background information, etc.

Include supporting and appealing materials useful to reporters

Are used to inform media outlets about the business or product and encourage them to report on it

​News Releases

​Are official news statements directed at members of the media

Are used to announce something of value or attract positive news attention

Are a common communication method in public relations

Are intended to be used by news outlets either as articles or assistance in writing articles

​Sponsorships

​Involve a business contributing money, goods or services to an organization or event in order to gain the publicity related to it

Build brand recognition and increase positive association

Can be used to reach specific groups of current or potential customers

​Community Relations & Philanthropy

​Improve or benefit a community

Build goodwill and a positive image

Include:

​

• ​charity events

• community donations

• service projects

​Public Relations

• ​Impacts sales

most companies name public relations as the highest factor in increased sales

• Impacts image

corporate or product image can often be directly attributed to public relations

• Aids in launching and informing the public of new products

• Can be used as a strategic marketing and promotion tool

Multiple Choice

Which of the following is NOT an example of advertising media?

• Prizes and premiums

• Outdoor and transit

• Broadcast

• Print

Multiple Choice

Coupons, sweepstakes and customer loyalty programs are examples of which element of the Promotional Mix?

• Advertising

• Public relations

• Personal selling

• Sales promotion

Multiple Choice

Which element of the Promotional Mix is used to create a favorable image or reputation in the community?

• Advertising

• Public relations

• Personal selling

• Sales promotion

Multiple Choice

Which element of the Promotional Mix is one of the most expensive and includes telemarketing and door-to-door sales?

• Advertising

• Public relations

• Personal selling

• Sales promotion

Multiple Choice

Which element of the Promotional Mix is used to inform, persuade or remind customers about a specific product, company or idea?

• Advertising

• Public relations

• Personal selling

• Sales promotion