Fundamentals of Online Promotion

Personal Selling Personal Interaction, Relationship

Building, Most Expensive Promo Tool

SalesPromotion

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

PublicRelations

Very Believable, Dramatize a Company or Product, Underutilized

DirectMarketing

Nonpublic, Immediate, Customized, Interactive

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

Setting the Promotion Mix

Major Advertising Media Types

NewspapersTelevisionDirect mailRadioMagazinesOutdoorInternet

Major Consumer Sales Promotion ToolsSample - Trial amount of a product

Coupons - Savings when purchasing specified products

Cash Refund - Refund of part of the purchase price

Patronage Rewards - Cash or other rewards for the use of a certain product

Sweepstakes - Consumers submit their names for a drawing

Major Consumer Sales Promotion Tools

Premiums - Goods offered free or low cost as an incentive to buy a product

Advertising Specialties - Articles imprinted with an advertiser’s name given as gifts

Contests - Consumers submit an entry to be judged

Game - Presents consumers with something every time they buy

Major Consumer Sales Promotion

Tools

NewsSpeeches

Special

Events

Written Material

sAudiovisual

Materials

Web Site

Corporate

Identity Material

s

Public Service Activitie

s

Major Public Relations Tools