Using several different types of communication to support marketing goals which include Advertising, Personal selling, Publicity, and Sales promotions.
There are four main aspects of a promotional mix (or communication mix).
Any paid presentation and promotion of ideas, goods, or services by an
identified sponsor. Examples: Print ads, radio, television, billboard, direct
mail, brochures and catalogs, signs, in-store displays, posters, motion
pictures, Web pages, banner ads, and emails.
2. Personal selling
A process of helping and persuading one or more prospects to
purchase a good or service or to act on any idea through the use of an oral presentation.
Examples: Sales presentations, sales meetings, sales training and incentive programs for
intermediary salespeople, samples, and telemarketing. Can be face-to-face or via telephone.
3. Sales promotion- Incentives designed to stimulate the purchase or sale of a product, usually
in the short term. Examples: Coupons, sweepstakes, contests, product samples, rebates,
tie-ins, self-liquidating premiums, trade shows, trade-ins, and exhibitions.
4. Public relations - Non-paid non-personal stimulation of demand for a product, service, or
business unit by planting significant news about it or a favorable presentation of it in the
media. Examples: Newspaper and magazine articles/reports, TVs and radio presentations,
charitable contributions, speeches, issue advertising, and seminars.
Sometimes there are two added aspect which are has their own influence to the promotion system. They are direct marketing and sponsorship.
How to establish promotional mix
- Determine Your Target Market
- Determine Your Objectives
- Design Your Message
- Select Your Promotional Channels
- Determine Your Budget
- Determine Your Promotional Mix
- Measure the Results and Adjust
Advantages and Disadvantages of Each Element of the Promotional Mix
Good for building awareness
Effective at reaching a wide audience
Repetition of main brand and product positioning helps build customer trust
Impersonal - cannot answer all a customer's questions
Not good at getting customers to make a final purchasing decision
Highly interactive - lots of communication between the buyer and seller
Excellent for communicating complex / detailed product information and features
Relationships can be built up - important if closing the sale make take a long time
Costly - employing a sales force has many hidden costs in addition to wages
Not suitable if there are thousands of important buyers
Can stimulate quick increases in sales by targeting promotional incentives on particular products
Good short term tactical tool
If used over the long-term, customers may get used to the effect
Too much promotion may damage the brand image
Often seen as more "credible" - since the message seems to be coming from a third party (e.g. magazine, newspaper)
Cheap way of reaching many customers - if the publicity is achieved through the right media
Risk of losing control - cannot always control what other people write or say about your product