ࡱ> vxu_ bjbj 42bb **((((4\<(&(555Z\\\\\\$V5Y5|555:::5FZ:5Z::x\~(y6.z8F0z I6 p~ ~55:55555K8V5555555 555555555* J:  The Marketing Mix  SHAPE \* MERGEFORMAT  Promotion: Promotion serves to inform, persuade, and remind the market regarding the organization and its products. It attempts to influence feelings, beliefs, or behaviour. Promotion plays a communication role in the Marketing Mix and is sometimes referred to as the Marketing Communication Mix  For communication to occur we need: the PROMTIONAL MIX The promotional mix (or marketing communications mix) includes personal selling and non-personal selling (advertising, sales promotion, public relations, and direct marketing).  SHAPE \* MERGEFORMAT  Promotional Mix Overview: Advertising Advertising is paid non-personal communication about an organization and its products that is transmitted to a target audience through a mass medium. Mass Medium = Television, Radio, Newspapers, Magazines, Direct Mail, Mass-transit vehicles, or Outdoor Displays. Personal Selling Personal Selling is personal, paid communication that attempts to inform customers and persuade them to purchase products in an exchange situation. Publicity Publicity is non-personal communication in news-story form, regarding an organization, its products or both transmitted through a mass medium at no charge. Sales Promotion Sales Promotion is an activity or material that acts as a direct inducement and offers added value or incentive for the product, to resellers, salespersons, or consumers. Direct Marketing Direct Marketing is direct communications with carefully targeted individual consumers to obtain an immediate response through the use of non-personal tools (mail, telephone, fax, and email). Objectives of Promotion: Why do we use promotion in the Marketing Mix? Create Awareness Increase Demand To support sales increases To remind and reassure To create an image Encourage Product Trial Identify Prospects Retain Loyal Customers Accentuate the Products Value Combat Competitive Promotional Efforts ***Promotional Message*** Grab ATTENTION Excite INTEREST Create DESIRE Prompt ACTION AIDA  Advertising is used to promote goods, services, ideas, images, issues, people, and anything that advertisers want to publicize. Advertising Can you name some major advertisers? Take the Advertising Quiz and then lets review the results! ADVERTISING? WHAT IS IT? Advertising is a form of communication. It tries to transfer ideas from one person to another. Advertising like other methods of communication, uses the communication model to make the transfer.  Intent > Message > Media > Reception > Action TYPES OF MEDIA There are 8 main types of advertising media that advertisers use to deliver advertising messages: Magazines Newspapers Television Radio Out-of-home Direct-to-home Internet Specialty Advertising Funny Ad Campaign Blunders And Slogan Mis-translations from American Advertising Compaigns in Other Countries and languages Scandinavian vacuum manufacturer Electrolux used the following in an American campaign: Nothing sucks like an Electrolux. When Braniff translated a slogan touting its upholstery, Fly in leather, it came out in Spanish as Fly naked. The Kentucky Fried Chicken slogan finger-lickin' good came out in KFCs first Chinese campaign as eat your fingers off. 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