PROMOTION

Promotion

Is the marketing mix element that organizations use to inform, persuade and remind about them and their products.

Promotion

All enterprises are continuously communicating with the outside through the product, the price and the place, but it is through corporative communication that effective mechanisms move information.

Selecting promotional mix

Target market

Product value

Promotional channels

Time frame

Cost

Personal

Selling

Advertisement Public

relations

Sales

promotion

Promotional mix

1. Personal Selling Personal Communication aimed at informing customers and persuading them to buy firm's products.

Promotional mix

Advertisement: A paid, non-personal message communicated to a select audience through a mass media.

Print media: Newspapers, Magazines, Direct mail, Outdoor advertising, Directories, Transit advertising

Television

Radio

Internet

Promotional mix

2. Sales promotion: The use of activities or materials as direct inducements to customers or salespersons.

Displays

Premiums

Rebates

Samples

Contests

Coupons

Promotional mix

Public Relations: It is more directed. Is a planned effort to influence over the attitudes and opinions of a specific group; clients , investors.

Cocktail

Concert

Special events

Dinners, meals, etc.

Sponsored events

Promotional mix

Publicity: Similar to advertisement but is non paid type and it has the credibility of the editorial. Sponsor is not clearly identified.

Write:

News releases

Feature articles

Captioned photos

Press conferences

Seek interviews.

Guerrilla marketing

An advertising strategy in which low-cost

unconventional means (graffiti, sticker bombing,

flash mobs) are utilized, often in a localized fashion

or large network of individual cells, to convey or

promote a product or an idea.

It involves unusual approaches such as intercept

encounters in public places, street giveaways of

products, PR stunts, or any unconventional marketing

intended to get maximum results from minimal

resources.

Guerilla Marketing innovative ideas.mp4

Campaign

A plan for combining and using the five promotional methods…

Advertising

Personal selling

Sales promotion

Publicity

Public relations

…in a particular promotion mix to achieve one or

more marketing goals.

Your promotional strategy

1. You must choose advertising and at least another element of the promotional mix (sales promotion, personal selling, public relations).

Advertising: Any printed media must be presented. If you decide to use radio you need to write the jingle and at the end of the course show your radio spot. If it's TV commercial, you must create the story board to describe it. Both must be recorded and presented for the finals. This is in fact your, second period´s exam.

Guerrilla marketing. Design elements for street ads, viral strategies, etc

Public relations: From any event organized design their materials such as posters, invitations, tickets, etc.

Sales promotion: Design the materials suggested, such as flyers, coupons, gifts, etc.

Personal selling: Create budgets, flyers

Publicity: If you consider this as necessary, write and design an article for a newspaper, or a magazine or create an interview and film it.