c Promotional Mix

c Advertising Preview
c Personal Selling Preview
c Sales Promotion Preview
c Publicity Preview
c Publicity

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Mrganizations combine specific ingredients of the promotional mix

to promote a particular product.

All promotionals tools (promotional mix):

c Advertising
c Sales Promotion

c Publicity

must blend harmoniously into an effective communication

strategy, to meet the promotional objectives.
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efinition:
Paid form of non personal communication about an organization
or its products that is transmitted to a target audience through a
mass/broadcast medium.

Pros

c Flexibility allows you to focus on a small, precisely defined

segment (School newspapers) or a mass market (baseball
sho = Males, 35-50).
 c Cost efficient-reach a large number at a low cost per person,
allows the message to be repeated, and can improve public
image.
c Allows for repeating the message-lets the buyer receive and
compare the messages of various competitors.
c Very expressive, allows for dramatization.

c Also used to build a long term image of a product.

c Trigger quick sales, Sears advertising a weekend sale.

Cons
c Absolute $ outlay very high, make a national TV ad. approx
$150,000, local ad. $60,000. 30 second spot, Superbowl
$1.1 m 1995
c Rarely provides quick feedback, or necessarily any feedback

c Less persuasive than personal selling

c Audience does not have to pay attention

c Indirect feedback (without interactivity)

Cirrus...used national advertising, local, direct mail, posters etc.

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Mccurs through personal communication in an exchange

situation.
c More specific communication aimed at one or more persons.

c Effective at building buyers preferences, convictions and

actions.
c Cost per person is high, most expensive promotional tool.

c Greater impact on consumers

c Provides immediate feedback

c Allows marketers to adjust message quickly to improve

communication.
 c Buyer feels a great need to listen and respond.
c Long term commitment is needed to develop a sales force.

Cirrus..sales representatives in show rooms.

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[ews story form about an organization or its products or both

(MBA, Philadelphia Inquirer), through mass medium at no charge.

Sponsor does not pay (generally), may be expected/required to

run advertisements in the media. Can be positive and negative.
Pepsi Syringe.
Believable
Cirrus...Articles in Car and Buyer, WSJ, and this article etc.
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| Publicity is primarily informative

| Advertising is informative and persuasive
| Publicity is more subdued
| Publicity does not identify the sponsor
| Publicity is free (??!)
| Publicity is part of a program or print story and appears
more objective
| Publicity is not subject to repetition
| Publicity is more credible
| Little control over publicity