Promotion:

Any form of communication used to inform, persuade, or remind people about company products or services

Promotional Mix

Possible Activities

AdvertisingSales PromotionPublicity / PRProduct PlacementDirect MarketingViral marketingPersonal Selling

The combination of promotional activities that an organization uses to communicate its message and sell its products.

Advertising

Advertising is the paid communication of information designed to reach mass audiences and usually persuasive in nature about products, services or ideas by identified sponsors through the various media outlets

Traditional Media●Magazine ad●Newspaper ad●TV commercial●Radio ad●Billboard

ADVERTISING STRATEGIES

• Repetition

• Heart Strings

• Sounds Good

• Cartoon Character

• Are you cool enough

• Sex appeal

• humor

• Ideal for Kids of Families

• Star Power

• Bandwagon

• Scale

• Put downs

• Facts and Figures

Sales Promotions

Short Term activities or communications that encourage consumers to act quickly and purchase products or services.

Examples of devices used in sales promotion include coupons, samples, short term discounts, point-of-purchase (POP) displays, contests, giveaways, and sweepstakes.

CONTEST

Public Relations /Publicity

Build a favorable image by publicizing the organization or product through stories in print and broadcast media, also through community philanthropy / cause marketing, special programs and events

EXAMPLES●Media relations

News stories

●Special events●Speaking engagements

appearances●Sponsorships●Cause Marketing●Endorsements

Product Placement

A company intentionally inserts products into entertainment programs such as movies, TV programs and video games. 

●Product appears within an entertainment program

●actual product use by an actor in the program

●words spoken by an actor that include the product name

Starbucks, You've Got Mail

Direct MarketingA form of promotion in which physical marketing materials are provided to

consumers in order to communicate information about a product, service or organization - mailed home, passed out at events, etc.

Direct Mail - sent to potential customer's homesGame Schedules - handed out at United Center

Viral Marketing

●Spread awareness using internet – “electronic word of mouth”

●Creating a video, attaching to social media/YouTube and hoping that it is shared because of its entertainment value/humor.

Smart Water Viral Video Example

Social Media

Personal Selling

●Face-to-face selling in which a seller attempts to persuade a buyer to make a purchase

Top 10 Marketing Campaigns