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Understanding the Promotion Mix Strategies

This document discusses various aspects of promotion and the promotion mix. It defines promotion as techniques used to influence people to buy products and services. The combination of promotional tools an organization uses is called the promotion mix. The traditional promotion mix includes advertising, personal selling, sales promotion, publicity, and direct marketing. Newer promotional tools discussed include infomercials, online advertising, social media advertising, and word-of-mouth marketing. The document also compares B2B and B2C selling processes and examines push and pull promotional strategies.

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14 views4 pages

Understanding the Promotion Mix Strategies

This document discusses various aspects of promotion and the promotion mix. It defines promotion as techniques used to influence people to buy products and services. The combination of promotional tools an organization uses is called the promotion mix. The traditional promotion mix includes advertising, personal selling, sales promotion, publicity, and direct marketing. Newer promotional tools discussed include infomercials, online advertising, social media advertising, and word-of-mouth marketing. The document also compares B2B and B2C selling processes and examines push and pull promotional strategies.

Uploaded by

Phương Trâm
Copyright
© All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd

1.

Promotion and the Promotion Mix

 Promotion, which is one of the four Ps of marketing, consists of all the


techniques sellers use to influence and convince people to buy their products or
services.
 The combination of promotional tools an organization uses is called its
promotion mix.

THE TRADITIONAL PROMOTION MIX

 Integrated marketing communication (IMC) combines the promotional tools


into one comprehensive, unified promotional strategy.

2. Advertising

 Advertising is paid, nonpersonal communication through various media by


organizations and individuals who are in some way identified in the advertising
message.
 Major goals of advertising are inform, persuade, and remind.
ADVANTAGES AND DISADVANTAGES OF USING THE VARIOUS MEDIA

3. The use of infomercials, online advertising, and social media


advertising is growing
 Infomercials are growing in importance because they show products in use
and present testimonials to help sell goods and services.
 Onine advertising pushes customers to a website where they can learn more
about company and its products.
 With socia media advertising, companies can test ads and other promotions
before bringing them to traditional media like TV.
4. Steps in the Selling Process

B2B B2C
1. Prospect and Qualify
2. Preapproach 1. Approach
3. Approach 2. Ask questions
4. Make a presentation 3. Make presentation
5. Answer Objections 4. Close sale
6. Close the Sale 5. Follow up
7. Follow up

5. Public Relations
Steps Publicity
Free
[Link] to the pubic More Effective Than Advertising
[Link] policies and procedures Believable
3. Inform people you’re responsive to
their needs No Control
No Repetition

6. Sales Promotion
 Sales promotion is the promotional tool that stimulates consumer
purchasing and dealer interest by means of short-term activities
 Effective sales promotion examples
1. Free gift with purchase
2. Holiday or special day discounts
3. Affiliates or refer-a-friend discount
4. Club membership with perks

SALES PROMOTION TECHNIQUES


7. Using Word of Mouth and Other Promotion
 Word of mouth promotion is a promotional tool that involves people telling
other people about products they have purchased.
 Important for products like:

1. Restaurants

2. Daycare & Eldercare

3. Car repair shops

4. Hair stylists

5. Hotels
8. Managing the Promotion Mix

 Large, homogeneous groups of consumers are best reached through


advertising
 Large organizations are best reached through personal selling
 Sales promotion motivates to buy now
 Publicity adds support and creates a good impression
 Word of mouth is often the most powerful promotional tool.

9. Push, Pull Promotional Strategies

Push Pull
• Convince wholesalers and retailers • Heavy advertisements and sales
to stock and sell promotion efforts
• Producer uses advertising, • Directed at consumers so that
personal selling, sales promotion to they will request the products from
convince the intermediaries retailers
• Idea is to push the product through • Products are pulled down through
the distribution system to the stores the distribution system

References

 Teacher’s power point


 Using Effective Promotion. Understanding Business Book ( chapter 16,
pp.408-432)
 Constant Contact (2021, May 13). Effective sales promotion examples. 12
Effective Sales Promotion Examples
[Link]
 SlidePlayer (2018). Using Effective Promotions
[Link]
 Studocu (2018/2019). Using Effective Promotions Chapter 16
[Link]
foundations-of-business-i/using-effective-promotions-chapter-
16/15405324

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