Advertising marketing Communications mix
He promotion ( Promotional Mix ) is one out of four basic instruments of business marketing that has the purpose to inform about other instruments of marketing mix and to contribute to sales increase on the long term. The promotional mixis always serving to specific goal through marketing strategy. These goals can be public informing, demand increasing, product differentiation, and product value increasing or sales stabilizing. Usually the promotion is targeting more than one goal.
Promotion is the process of marketing communication between the company that sells the product and the potential customer, with the purpose of influencing the attitudes and behavior. There are specific promotional tool that are supporting chosen promotional goal. The promotional mix represents a combination of different promotional tools. The basic marketing strategy elements of promotional mix are Advertising, Public Relationship, Personal Sales and Sales Promotion.
- is marketing communication with current and potential customers and consumers, done through paid mass media marketing services. The channels of marketing communicationcommunication can be TV, radio, Internet, billboards, etc.
- Public Relationship ( PR ) is marketing communication toward public, but is turned more to reputation and image of the company, than to it's products. The PR activity can be a press conference, TV interview with company representative, internet marketing, press article about donation of the company to charity or about latest environmental project.
- Personal Sales is a way of promotion activity where sales representative is directly contacting the customer. This person-to-person contact has the goal of direct product marketing of the product and conclusion of sales.
- Sales Promotion represents marketing strategy as a set of different promotional activities that has the goal of animating customers for purchasing. This can be value offer ( discount ), quantity offer ( 2+1 ), prize drawings, merchandising, direct contact by animators in retail outlet, etc.
The business marketing approach to promotional mix can be different, depending on marketing strategy. The push strategy is transferring the supply pressure downstream through sales channels. The pull strategy is approaching the consumer directly.
The Promotional Mix than create the consumer's demand is then creating request for product through supply channel upstream. Usually these two marketing strategy approaches are interlacing. In the early stage of product life the pull marketing strategy is more dominant. Later, when the market is saturated with own and competitor's products the push marketing strategy is predominant.
You might also like
Portland web linksby PortlandWebmaster
SwingOut.net - swing dancing in Portland
McMenamins pubs and theaters
Bergfreunde - ski and activity club
Portland Area Radio Council
Trails Club of Oregon (Portland)
Portland City Club
Portland Chamber of Commerce
PINT of Portland
Oregon Entrepreneurs Forum
Software Association of Oregon
Oregon Creative Services Alliance
Oregon Multimedia|Internet Developers Group
American Marketing Association Portland chapter
PRSA Portland chapter
International Association of Business Communicators
- Portland chapter
Wired Women Web
Portland Oregon Women on the Web
Internet Professionals Northwest (Portland)
Portland Business Journal Events
Advertising Manager — ashdowngroup.com
The core focus of this Advertising and Marketing Communications Manager role will be to build awareness and familiarity with the brand across the UK through the development and implementation of an advertising and marketing communications strategy.
Smith & Milton boosts digital capabilities with digital creative director .. — The Drum
Anderson added: “Ben's expertise will be vital to delivering to our clients' needs for a brand identity, marketing communications strategy or creative campaign, that remains consistent and equally compelling no matter which channel it is delivered ..
Advertising and Promotion
Book (SAGE Publications Ltd)
Media mix matters more than ever.(AGRI-MARKETERS UPDATE): An article from: Agri Marketing
Book (Henderson Communications, LLC)