At the end of the lesson, you are expected to:
1. Discuss the role of promotion in the marketing mix.
2. Explain the promotional mix tools.
3. Apply the promotional strategy appropriate for products and
their target audience.
Directions: Label each picture that corresponds to the distribution channel
in the box and arrange them by putting numbers 1 to 4.
What’s New
Marketing mix centered around the
product, price,place, and
promotion.
Promotion is the communication
aspect of the marketing mix. It is
creating a channel for conversion
with a targeted consumer base.
1. What is the nature of promotion
in marketing mix?
2. Which modes of promotion are
likely to help meet the target
Promotion is the communicative element of the marketing mix.
Through promotional activities, companies give information
about the features and benefits of a product. Promotion can
build awareness and create interest, reinforcing a brand,
persuading customers, and enhancing sales, and improve the
performance of a declining product.
PROMOTIONAL MIX
Promotional mix is a specific mix advertising, personal selling,
sales promotion, public relations, and direct marketing tools
that a company uses to pursue its advertising and
marketing objectives. The five major tools are:
Promotional Description Examples Advantages Disadvant
Mix ages
Advertising Defined as -Television - wide range of -
any paid, non- -Radio - audience impersonal
personal form Commercials - - able to repeat a - not as
of promoting Print ads -Flyers message many times persuasive
products, -Brochures - - very expressive as a
services, and Magazines - salesperson
ideas by a Billboards - - a one-way
company or Online platforms communica
like facebook tion
organization
and YouTube - can be
very costly
Promotional Description Examples Advantages Disadvant
Mix ages
Sales It refers to - seasonal - attention attracted - efforts
Promotion short term discount easily usually
strategies and - samples - Information short-lived
incentives - raffle coupons provided that may - efforts not
that help - price packs or lead to purchase effective in
improve a cents-off deals - strong incentives to building
product’s - discount purchase long-
sales - rebates - invites and rewards run brand
performance - contest quick response preference
- games
- point of
purchase
promotion
- free goods
Promotional Description Examples Advantages Disadvanta
Mix ges
Public It is building good - press release - very believable - lack of
Relation relations with the - sponsorship - can reach prospects content
company’s - special events - who avoid salespeople control
various public by written materials and advertisements- - higher
obtaining good such as brochures, can dramatize a cost
favorable articles,newsletter company or product - may
- Corporate identity - often underused needed
publicity, building
materials such special
up a good skills to
corporate image, logos, business card, do PR
and handling or stationary effectively
heading off
unfavorable
rumors, stories,
and events
Personal It is done by - sales presentation - most effective - higher
Selling the company’s - trade shows tool for building cost
salespeople - product up preferences, convictions, - sales
and involves one-on- demonstration and actions force
one interactions with - has personal interaction requires a
potential customers to - allows all kinds of longer-term
persuade relationships commitmen
them to purchase a to develop t
product or service - buyer feels a greater need -
to listen and company’s
respond most
expensive
promotion
tool
Direct It is direct - mail - nonpublic -
Marketing communicatio ns with - telephone - immediate
carefully targeted - fax - customized
individual consumers - email - interactive
to obtain an
immediate response
PROMOTION MIX STRATEGIES
1.A push strategy is a promotion strategy that calls for using the sales
force and trade promotion to push the product through the channels; the
producer promotes the product to wholesalers, the wholesalers promote
to the retailers, and retailers promote to consumers.
2.A pull strategy is a promotion strategy that calls for spending a lot on
advertising and consumer promotion to build up consumer demand. If
successful, consumers will ask their retailers for the product, the retailer
will ask the wholesalers, and wholesalers will ask the producers.
Figure 2. Promotion Mix and Strategy
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