Setting the Promotion Mix

Reach
Reach Many
Many Buyers,
Buyers, Repeat
Repeat Message
Message
Advertising
Advertising Many
Many Times,
Times, Impersonal,
Impersonal, Expensive
Expensive

Personal
Personal Personal
Personal Interaction,
Interaction, Relationship
Relationship
Selling
Selling Building,
Building, Most
Most Expensive
Expensive Promo
Promo Tool
Tool

Sales
Sales Wide
Wide Assortment
Assortment of
of Tools,
Tools, Rewards
Rewards
Promotion
Promotion Quick
Quick Response,
Response, Efforts
Efforts Short-Lived
Short-Lived

Public
Public Very
Very Believable,
Believable, Dramatize
Dramatize aa Company
Company
Relations
Relations or
or Product,
Product, Underutilized
Underutilized

Direct
Direct Nonpublic,
Nonpublic, Immediate,
Immediate, Customized,
Customized,
Marketing
Marketing Interactive
Interactive
 Factors that influence
selection of Promotion Mix
Promotion Mix Strategies
PULL STRATEGY PUSH STRATEGY
Calls for Calls for Using
Spending A Lot the Salesforce
on Advertising and Trade
and Consumer Promotion to
Promotion to Push the
Build Up (Pull) Product Through
Consumer the Channels.
Demand.
 Innovative
Fun

Hard Work

Creative What do you

think about
advertising?

Deceptive
Aggressive
 Non-Personal

Sponsor
Mass Media

What is
Large advertising
Audience in theory?
Paid form of
communication

Persuasive
 Definition of advertising
“Advertising is paid non-personal communication from an
identified sponsor using mass media to persuade or
influence an audience.”
(Wells, Burnett & Moriarty, 2003, p. 10)

An advertising idea is a credible and

provocative statement of substance about the
brand’s main consumer benefit.
Major objectives
Effects of advertising
4 M’s of advertising
What is Sales Promotion ?

Sales Promotion is a Mass

Communication Technique That
Offers Short-Term Incentives to
Encourage Purchase or Sales of a
Product or Service.
Offers Reasons to Buy Now.

14
What is Public Relations?

Public Relations Involves Building Good

Relations With the Company’s Various
Publics by Obtaining Favorable
Publicity, Building Up a Good Corporate
Image, and Handling or Heading Off
Unfavorable Rumors, Stories, and
Events.

15
What is Personal Selling?

Involves Two-Way, Personal

Communication Between
Salespeople and Individual
Customers Whether:
 face to face,
 by telephone,
 through video conferencing,
 or by other means.
16
What is Direct Marketing?

Direct Marketing Consists of

Direct Connections With Carefully
Targeted Individual Consumers to
Both Obtain an Immediate
Response and Cultivate Lasting
Customer Relationships.

17
Mass Vs. 1-to-1 Marketing
Mass Marketing One-to-One Marketing
Average
AverageConsumer
Consumer Individual
IndividualCustomer
Customer
Customer
CustomerAnonymity
Anonymity Customer
CustomerProfile
Profile
Standard
StandardProduct
Product Customized
CustomizedMarket
MarketOffering
Offering
Mass
MassProduction
Production Customized
CustomizedProduction
Production
Mass
MassDistribution
Distribution Individualized
IndividualizedDistribution
Distribution
Mass
MassAdvertising
Advertising Individualized
IndividualizedMessage
Message
Mass
MassPromotion
Promotion Individualized
IndividualizedIncentives
Incentives
One-Way
One-WayMessage
Message Two-Way
Two-WayMessages
Messages
Economies
EconomiesofofScale
Scale Economies
Economiesof ofScope
Scope
Share
Shareof
ofMind
Mind Share
Shareof ofCustomer
Customer
All
AllCustomers
Customers Profitable
ProfitableCustomers
Customers
Customer
CustomerAttraction
Attraction Customer
CustomerRetention
Retention 18