PROMOTION MIX PROMOTION: Promotion is the process of communicating with individuals, groups or organizations to directly or indirectly facilitate exchanges by informing & persuading audiences to accept an organization /its products. One of the 4P’s of Marketing, it includes all tools available for ‘Marketing Communication’ RETAIL PROMOTION:
Retail Promotion is a comprehensive term for the means by which the retail offer is communicated to target customer groups, in order to inform, persuade & remind them of the benefits of utilizing a specific retailer’s outlet or to make a purchase of products, services and / or ideas offered for sale from the retailer.
ELEMENTS OF RETAIL PROMOTION MIX: Basic tools to accomplish the retailer’s objectives including: Advertising Sales Promotions Publicity / Public Relations Personal Selling
Event Management ADVERTISING Paid form of communicating a message Uses various media Persuasive, Informative Designed to influence purchasing behavior or thought patterns. Defined as a one-way communication whose purpose is to inform potential customers about products & services, & how to obtain them.
Examples of media to deliver messages Mass Media: Television, Radio, Print Direct Media: Leaflets, catalogues Outdoor Media: Billboards, Kiosks, Banners New Media: Video games, Internet SALES PROMOTIONS
Use of publicizing methods other than paid advertising to promote a product, service, etc. Activities, usually short-term, designed to attract attention to a particular product & to increase its sales. Usually run alongside advertising campaigns. Product may be offered at a reduced price or with a special offer May be supported by additional activities – telemarketing, competitions etc. PUBLIC RELATIONS Defined as using the news or press to carry positive stories about a company or products
Involves cultivating a good relationship with members of the press, whether independently by company, or using a mediator like a professional PR Agency Opposite of advertising In advertising, an organization pays to have its message placed in a newspaper, TV or radio spot In PR, the article featuring the company is not paid for. The reporter, whether broadcast or print, writes about or films the company as a result of information received & researched. PERSONAL SELLING Involves one-to-one communication between brand’s representative & prospective customer
Effective tool for building buyer preference, conviction & action Immediate & interactive personal interaction Each party can observe the others reactions Response is immediate and measurable EVENT MANAGEMENT Events help companies communicate with existing & potential customers, & can be created for any theme, festival, occasion Involves devising a concept, planning logistics, coordinating technical aspects & executing the proposed event May be done for publicity to be read by target market, or to actually interact with them
Cite this Promotion Mix
Promotion Mix. (2018, Feb 24). Retrieved from https://graduateway.com/promotion-mix/