#6 The Promotional Mix

#6 Define and differentiate between the components of the promotional mix (advertising, sales promotion, personal selling, direct marketing, and public relations) citing examples of specific products or services found in local community.

The Promotional Mix

Before You Read

On a sheet of paper, draw the path you would take to go from the social studies hallway to the Shop in the CTE building. (Be sure to draw landmarks so we can see where you are going.)

Then read pages 395-397 in the textbook about the components of the promotional mix.  As you read, list the 5 elements discussed in the reading.  (also write down any terms with which you are unfamiliar)

Class Discussion - Types of Promotion in the Promotional Mix

The promotional mix is the cost-effective combination of personal selling, advertising, direct marketing, sales promotion, and public relations used to promote businesses and their products.

• Personal Selling- direct contact -personal meetings, in-home demonstrations, email, telephone correspondence
• Advertising-one-way communication -billboards, business cards, brochures, internet, magazines, radio, TV, sports arenas, grocery store receipts, phone directories, cars and buses, restaurant menus, and Web sites
• Direct Marketing- incentives for increased sales:  direct mail, telemarketing, (e-marketing through internet, mobile phone apps, and social media)
• Sales Promotion-incentives for increased sales, inform customers, create positive image:  coupons, money-off promotions, competitions, product samples, point-of-purchase displays
• Public Relations- influence target market with positive image: sponsor Children's Miracle Network (try to cultivate a positive image with reporters who may cover a specific industry

Look at the picture in your text book on page 396 to discuss the following questions:

1. How does direct marketing differ from advertising?
2. What forms does direct marketing take?
3. What forms does advertising take?

Guided Questions

What are the components of the promotional mix?
How can promotions be used to catch consumers' attention?
How does a business decide which promotional mix to use?

What Did you Learn?

On a sheet of paper answer the following questions.  Save for class discussion.

1. What are the five basic categories of promotion in the promotional mix?
2. How are direct marketing and sales promotion similar?
3. Why might a business use a promotional mix rather than relying on just one form of promotion?
4. When it comes to advertising a product, is the product's spokesperson or the general theme of the advertisement more important to you than the product itself?

 

How Can This Be Applied Practically

• Work with a partner.  For each of the 5 areas of the promotional mix, list a local business that uses that form of promotion.  Give examples for each.
• Be prepared to share your list at the end of class.