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Intro to Marketing Mr. Bernstein Promotion and the Promotional Mix, pp 362-369 October 17, 2014.
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Transcript of Intro to Marketing Mr. Bernstein Promotion and the Promotional Mix, pp 362-369 October 17, 2014.
Intro to Marketing
Mr. Bernstein
Promotion and the Promotional Mix, pp 362-369
October 17, 2014
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Intro to MarketingMr. Bernstein
PromotionsCommunication aimed at target market:
Urge customers to buy your productsBuild more positive relationship with customersIs directly linked to your image
Promotion Strategy coordinates all aspects of promotion by planning and selecting the right mix of activities
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Intro to MarketingMr. Bernstein
Promotions
Promotional Elements
Advertising
Publicity
Sales Promotions
Personal Selling
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Intro to MarketingMr. Bernstein
The Promotional MixDifferent types of products tend to have success with different elements of the promotional mix Marketing firms or departments search for the most cost effective methods of promotionSome forms of the promotional mix require different personal skill sets than others
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Intro to MarketingMr. Bernstein
The Promotional Mix: AdvertisingNewspapersMagazinesDirect MailOutdoor Advertising (ie Billboards)Directories (ie Yellow Pages)Transit Advertising (ie subway cars)TelevisionRadioInternet*Clothing and other labeled items
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Intro to MarketingMr. Bernstein
The Promotional Mix: PublicityPlacement in the media newsworthy items about your
company or productCommunity Service eventsMagazine articles, TV shows, interviews, newsletters,
websiteMovie or TV rolesFor many athletes or entertainers, every public appearance is publicity – dinner, kids games, etc.
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Intro to MarketingMr. Bernstein
The Promotional Mix: Sales PromotionGiveaways – caps, keychains, posters, etc…everyone loves a freebie...often co-branded with manufacturer or sponsorDisplays – “POP” displays and vendors in stadiumsPremiums – bundling with a bonus product, such as backstage access or pregame tour for groupsDiscounts – Multi-game packages for live games or TVContests – i.e. “The Halfcourt Shot”Special Events – “Old Timer’s Night”, “Family Night”, etc.
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Intro to MarketingMr. Bernstein
The Promotional Mix: Personal SellingEffective when pricing is negotiatedEffective when products are relatively complexThere is followup contact after the sale to build a
relationshipCustomers typically want specific and/or detailed
informationPurchases have high dollar amounts