The Promotion Mix Flashcards
Promotion mix / marketing communication mix (5 things)
- Advertising
- Sales promotion
- Personal selling
- Public relations
- Direct and digital marketing
Define promotion mix
Blend of tools that company uses to engage consumers, build relationships and values
Ads are
Any paid form of no personal presentation and promotion ideas, good and service by sponsor
Sales promotion (define)
Short term incentive to encourage purchase
Personal selling (define)
Personal customers interactions by the firm sales force to the purpose of making sales and build relation
Public relation (PR)
Building good relations with company’s various pública by obtaining favourable publicity, building good corporate image
Direct and digital marketing (meaning)
Engage and interact directly with carefully target individual consumers and communities to obtain immediate response
Brand content management (define)
Create, inspire and share brands message / with and among consumers across different types of channels
Integrated marketing communications
Carefully align different types of channel so they can delivery a consistent message
Promotion tools (5)
- Ads
- personal selling
- sales promotion
- public relations
- direct / digital marketing
Promotion mix strategies (2 of them)
Push = strategies that call using sales force and trade promotion to push products through channels.
Pull = induce promotion to the final consumers so the demand forces channels to buy more due to its demand
Advertising objective
Communication task to be accomplished with specific targets during a specific period of time
Types of Setting advertising budget methods (4)
Affordable method
Percentage of sale method
Competitive parity method
Objective and task method
Public relations activities examples
- Press relations or press agency
- Product publicity
- Public affair
- Lobbying
- Investor relations
- Development
