Promotional Mix
Message and the medium
The two basic aspects of advertising?
Closing the sale
The ultimate goal of personal selling
Content
The words and images you use to appeal to the target market
Outdoor and transit media
billboards, buses, taxis, trucks, cars...
Format
the unique layout and focus of each type of promotion
Can be overused
Disadvantage of sales promotion
medium
the method communication
print media
newspapers, flyers, magazines, ...
message
what a business wants to communicate
Communicate complex or detailed information
Advantages of personal selling
Broadcasting media
Advertising which plays before a movie uses this type of advertising medium?
loss of control of what is written or said by the third party
Disadvantage of public relations
It is inexpensive
NOT an advantage of advertising
Public image
Promotion allows businesses to improve which of the following?
Format and content
Promotional messages consist of these
"free advertising"
Public relations is often associated with this
The benefits of products or services
The promotional mix allows companies to communicate about these with their customers.
Can be costly
a disadvantage of personal selling
Advertising
a form of paid non-personal promotion used to inform, persuade or remind customers about a specific product, company or idea
Promotion
any form of communication a business or organization uses to inform, persuade or remind individuals about its products or services
Public Relations
composed of the methods and activities used to establish and promote a positive relationship with the public
Frequency
how often the ad will run
An advertisement
is NOT a tool for determining the target market
Increase sales and immediate buying action
is an advantage of sales promotion
Calling homes to persuade potential customers to buy a product
is an example of personal selling
Passing out coupons at a sports event
is an example of sales promotion
Personal Selling
oral communication with potential buyers of a product with the intention of making a sale
20
percentage of a company's profit is typically allocated for promotion
Promotional Mix
term used to describe the set of tools a business uses to effectively communicate the benefits of its products or services to its customers
Promotional Planning
the combination of strategies and cost-effective allocation of resources in order to create the desired promotional outcome for a business
Sales Promotion
the processes associated with providing incentives to customers in order to stimulate demand for a product
