Ch 9 Sales Promotions Publicity and Public Relations Review

This is "The Promotion (Advice) Mix", section 11.2 from the book Marketing Principles (v. 1.0). For details on information technology (including licensing), click here.

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11.two The Promotion (Communication) Mix

Learning Objectives

1. Understand the different components of the promotion mix.
2. Understand the unlike types of media and vehicles.

Although the coin organizations spend promoting their offerings may go to different media channels, a company withal wants to ship its customers and potential consumers a consistent bulletin (IMC). The different types of marketing communications an organization uses compose its promotion or communication mixCommunication tools that may include advertizing, sales promotions, public relations and publicity, personal selling, and direct marketing. , which consists of ad, sales promotions, public relations and publicity, personal selling, and straight marketing.

AdvertA message that is paid for and sent to large groups of the population at one time with an identified system or brand (product or service) being promoted. involves paying to disseminate a bulletin that identifies a brand (product or service) or an organization being promoted to many people at in one case. The typical media that organizations utilise for ad of course include television, magazines, newspapers, the Cyberspace, direct mail, and radio. Every bit we explained, businesses are likewise ad on social media such as Facebook, blogs, Twitter, and mobile devices. Each medium (television or magazines or mobile phones) has different advantages and disadvantages. A few examples of advantages and disadvantages are discussed below.

For example, mobile phones provide continuous access to people on the become although reception may vary in different markets. Radios, magazines, and newspapers are as well portable. People tend to own more than than one radio, but there are so many radio stations in each market that it may be difficult to reach all target customers. People typically are doing another activity (e.m., driving or studying) while listening to the radio, and without visuals, radio relies solely on audio. Both television and radio must get a message to consumers quickly. Although many people change channels or leave the room during commercials, television does permit for demonstrations. In an effort to get attention, advertisers have changed the volume for television commercials for years. However, the Federal Merchandise Commission passed a new regulation effective in 2010 that prohibits advertisers from changing the book level of commercials on television.

People may save magazines for a long time, but advertisers must programme in accelerate to have ads in certain bug. With the Cyberspace, both magazines and newspapers are suffering in terms of readership and advertising dollars. Many major newspapers, such as papers in Seattle and Chicago, have gone out of business. Local news and the fact that local retailers become cheaper rates for advertizing in local newspapers may encourage both local businesses and consumers to support newspapers in some markets.

Figure 11.four

The first event of Sports Illustrated was published Baronial xvi, 1954. Today, the companies that annunciate in Sports Illustrated do so not merely in the magazine but too on the Web site.

Source: Wikipedia.

One of the biggest factors an organization must determine is which medium or media provides the biggest bang for the buck, given a product'southward characteristics and target marketplace. For example, a 30-2d advertising aired during Super Bowl XLII price $2.7 million. However, a tape number of 97.5 million people watched the game, so the toll per ad was less than 3 cents per viewer. Simply exercise the ads pay off for companies in terms of sales? Many advertising professionals believe many of the ads don't. However, the ads probably do have a brand awareness or public relations type of effect.

Inside each different medium, an arrangement might select a different vehicle. A vehicleThe specific means, such every bit a detail magazine or a specific television set show, within a medium to reach a selected target market. is the specific means within a medium to reach a selected target market. For example, if a company wants to develop commercials on goggle box to reach teenagers, it might select Gossip Girl on the CW every bit the best vehicle. If an organization wants to use magazines to accomplish males interested in sports, it might use Sports Illustrated. Equally technology changed, Sports Illustrated launched SI.com and then readers could get up-to-appointment information on the Web. On SI.com, readers can also access links to popular articles and "SIVault" (http://vault.sportsillustrated.cnn.com/vault), where they tin search articles and pictures that have run in the magazine since it was launched in 1954.

Personal sellingAn interactive, personal, paid promotional approach betwixt a buyer and a seller. is an interactive, paid approach to marketing that involves a heir-apparent and a seller. The interaction between the ii parties can occur in person, by telephone, or via another technology. Whatsoever medium is used, developing a relationship with the buyer is usually something the seller desires.

When yous interview for internships or full-time positions and try to convince potential employers to hire you lot, you are engaging in personal selling. The interview is very similar to a heir-apparent-seller situation. Both the buyer and seller have objectives they hope to attain. Although business-to-business markets utilize more than personal selling, some business-to-consumer markets do also. If you have ever attended a Pampered Chef or Tupperware political party or purchased something from an Amway or Mary Kay representative, you lot've been exposed to personal selling. Chapter 13 "Professional Selling" discusses personal selling in more detail and when information technology should and should non be used.

Public relations (PR)The process of creating a positive image for a company, an offering, or a person via publicity. helps better and promote an organization's image and products past putting a positive spin on news stories. Public relations materials include press releases, publicity, product placement, and sponsorships. Companies likewise use PR to promote products and to supplement their sales efforts. PR is often perceived every bit more than neutral and objective than other forms of promotion because much of the information is tailored to sound as if information technology has been created by an organisation independent of the seller. Many companies have internal PR departments or hire PR firms to find and create public relations opportunities for them. Equally such, PR is part of a company'southward promotion upkeep. In Affiliate 12 "Public Relations and Sales Promotions" nosotros'll talk over the specific PR tools companies employ as part of their integrated marketing communications.

Sales promotionsOther forms of promotions (coupons, contests, rebates, mail-in offers) non included as a component of a advice mix. consist of other types of promotions—coupons, contests, games, rebates, post-in offers, and so forth—that are not included as part of another component of the advice mix. Sales promotions are ofttimes adult to get customers and potential customers to take activity speedily, make larger purchases, and make echo purchases. Many stores now place coupons next to products to encourage consumers to select a item brand and products.

Figure 11.5

Consumers cut out and utilize more coupons in a weak economy.

© 2010 Jupiterimages Corporation

In business organisation-to-concern marketing, sales promotions are typically called merchandise promotionsSales promotions aimed at businesses. because they are targeted to channel members who conduct business or trade with consumers. Trade promotions include trade shows, sponsorships, consequence marketing, and special incentives given to retailers, such as actress money, in-store displays, and prizes to market particular products and services. Sales promotions are ofttimes used to supplement advert and create incentives for customers to purchase products more chop-chop. Affiliate 12 "Public Relations and Sales Promotions" also discusses the different types of sales promotion tools companies have available.

Directly marketingDelivering personalized promotional materials directly to private consumers. Materials may be delivered via mail service, catalogs, Internet, e-mail, or phone, or in person. involves delivering personalized promotional materials direct to individual consumers. It provides an interactive approach for organizations to reach consumers in hopes of getting consumers to take activity. Materials may be delivered via postal service, catalogs, Internet, email, telephone, or direct-response advertising. Several benefits of directly marketing include the ability to target a specific set of customers, measure the render on investment (ROI), and exam unlike strategies before implementing to all targeted consumers. However, straight marketing is very intrusive and many consumers may ignore attempts to reach them.

TelemarketingA form of straight marketing that involves contacting people by telephone. involves straight marketing by phone. Yous just sabbatum down for dinner and the telephone rings. Information technology'due south a local charity calling to raise money. The calls always seem to come at dinner or at other inconvenient times. Although expensive, telemarketing can be extremely effective for charitable organizations and different service firms and retailers. However, considering some consumers take negative perceptions of telemarketers many organizations do not apply it. The Do Not Phone call RegistryEstablished by the Federal Trade Commission (FTC) in 2008, the service prevents organizations from calling any phone numbers registered with the FTC. , which was established in 2008, prevents organizations from calling any numbers registered with the Federal Trade Committee.

Catalogs and direct mailA grade of direct marketing that is mailed to consumers. It tin can be personalized and ask consumers to make a sure response. Catalogs are often function of direct mail service campaigns. provide popular alternatives for many marketers although the volume sent drops significantly in a weak economic system. Straight postal service tin be personalized and ask consumers to make a phone call to activenessIn straight marketing, requesting consumers to make a specific response such as a purchase or a call for more information. , which is a certain response the organisation requests.

Direct response advertDirect marketing that includes an offer and a call to action. includes an offer and a telephone call to activeness. You're watching television and an interesting product is shown. The journalist says, "Call now and receive a bonus package." They desire consumers to telephone call to purchase the product or to get more information. However, the Net provides the preferred straight-response medium because it is less expensive and easier for the arrangement. The Internet is also an important medium for direct marketing.

Cardinal Takeaway

The promotion (communication) mix is equanimous of advertizement, personal selling, public relations, sales promotion, and direct marketing. In one case a company decides on a component of the promotion mix, such every bit advertising, it must still decide which medium (e.g., television, cell phones, magazines) or media (more than than i medium) to employ. Within each medium, the company must also select a vehicle, which may exist a particular tv show, radio station, or magazine.

Review Questions

1. Define each component of the promotion (communication) mix.
2. What is the difference betwixt a medium and a vehicle?
3. Identify examples of traditional media and new media.

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