LESSON 3: MARKETING MIX: PROMOTION

•  It is a created campaign to sell an organization’s product (good/services) or ideas.

  Advertisement
• A wide array of paid advertising media available including:

  1. Broadcast (tv and radio)
  2. PRINT
  3. Movie theaters
• Is marketing through various advertising media that interact directly with consumers, generally calling for the consumers to make a direct response”

  Direct marketing
• This DIRECT MARKETING embraces tool such as:

  1. Mailing
  2. Email
  3. Text messaging
• where customers are encouraged to “raise their hand” and agree to learn more about a company and its product in anticipation of receiving useful marketing information or something else of value.

  Permission marketing
• consists of a diverse collection of inventive tools, mostly short-term, designed to stimulate quicker and/or greater purchase of particular product/services by consumers or trade

  Sales promotion
• Sale promotion usually may take form such as:

  1. Samples
  2. Coupons
  3. Discounts
  4. Gifts
  5. games/competition with prize
•  It is a face to face interaction with one or more prospective purchasers for the purpose of making a presentation, answering questions, and procuring orders.

  Personal communication
• Personal communication Take form such as:

  1. Telemarketing
• building good relations with the company’s various publics by obtaining favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories, or events.

  Public relations
• It involves effort to stimulate positive interest in an organization and its product by sending out:

  News releases

  Sponsorship
• THREE BROAD TARGET AUDIENCE:

  1. PROSPECTS
  2. USERS
  3. EMPLOYEES
•  is someone who is capable of becoming a purchaser of product and/or services from an organization. (Potential customers)

  Prospects
• These are persons who are already using/experienced the goods/services.

  Users
• Serves as a secondary-audience for communication campaigns through public media. A well designed-campaigns can also be motivating for employees, especially those in frontline roles.


  Employees
• Interpersonal encounters in which efforts are made to educate customers and promote a particular brand or product are referred to as a

  personal selling (personal communication)