Professional Documents
Culture Documents
Promotions
Promotion
how the customer is found and persuaded to buy the product.
Promotional Mix
Advertising Public Relations
Promotional Mix
A successful product or service means nothing unless the benefit of such a service can be communicated clearly to the target market. An organisations promotional mix can consist of:
Direct Mail
Internet/ E-commerce
Push strategy
Involves promoting a product to middlemen, such as wholesalers and retailers, who then promote the product to consumers. Is used when businesses are the target of sales promotions so that products may be through the channel to final consumers. For example, a manufacturer may provide incentives such as price discounts to the retailer who then promotes or pushes the product to the final consumer. "Taking the product to the customer"
Pull Strategy
Involves promoting a product to final consumers. For example, a manufacturer promotes its new product on television to consumers and places coupons in the newspaper inserts to get the consumers demanding the product. Companies use a pull strategy when they target consumers with promotions. In other words, a company promotes it products and services to the final consumer to a consumer to the stores or get the consumer asking for the product.
Communication Platforms
Advertising Print and broadcast ads Packaging inserts Motion pictures Brochures and booklets Posters Billboards POP displays Logos Videotapes Sales Promotion Contests, games, sweepstakes Premiums Sampling Trade shows, exhibits Coupons Rebates Entertainment Continuity programs
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Communication Platforms
Events/ Experiences
Sports Entertainment Festivals Art Causes Factory tours Company museums Street activities
Public Relations
Press kits Speeches Seminars Annual reports Charitable donations Publications Community relations Lobbying Identity media Company magazine
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Communication Platforms
Personal Selling
Sales presentations Sales meetings Incentive programs Samples Fairs and trade shows
Direct Marketing
Catalogs Mailings Telemarketing Electronic shopping TV shopping Fax mail E-mail Voice mail Blogs Websites
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Disadvantages
Impersonal - cannot answer all a customer's questions Not good at getting customers to make a final purchasing decision
Advertising
Personal Selling
Costly - employing a sales force has many hidden costs in addition to wages Not suitable if there are thousands of important buyers
Sales Promotion
Public Relations
Risk of losing control cannot always control what other people write or say about your product