The Promotional
Mix
Advertising
Parts of a Print
Advertisement
Sales
Promotion
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Public Relations
Final Jeopardy
Any form of communication a
business or organization uses to
inform, persuade or remind
people about its products or
improve its public image
Promotion
Define the Promotional Mix
the combination of the
different types of promotion
a business or organizations
uses to promote its products
What are the five categories
of the promotional mix?
Advertising
Personal Selling
Public Relations
Direct Marketing (Mail)
Sales Promotion
What are the two types of
promotion?
Product and Institutional
All parts of the promotional
mix should ___________.
Why?
Coordinate – so that customers
will recognize the promotions
and tie them together
Define advertising
Any PAID form of promotion by an
identified sponsor
What is the most rapidly
growing form of advertising?
Online/Internet
What are the three types
of advertising media?
Print
Broadcast
Online
What types of advertising are
included in broadcast media and
print media?
Give two for each
Broadcast: TV and Radio
Print: Newspaper, Magazine
Which form of advertising is
most effective for product
demonstration?
Television Advertising
What is the difference
between advertising and
publicity
Publicity is free
Publicity is an important tool
used by marketers, but what is
the drawback?
No control over HOW the media
will share the information
___________ is the most
powerful force in society.
Public Opinion
It is important that a
company work to build their
image for what three groups
of people?
Customers
Employees
Community
What are three functions of
public relations?
General Communication
Image shaping and
enhancement
Coping with a Crisis
Community Relations
Launch a new product or
innovation
What are three examples of
illustration in a print ad
Picture of the product
Person using the product
Chart or Graph
What are the four
elements of a print
advertisement?
Headline
Copy
Illustration
Signature
What are three
examples of
signature/identification
Logo/slogan
Phone number
Web address
Hours of operation
Map of location
What is the purpose of the
copy?
Clarifies the headline
What are three characteristics
of an effective headline
•Catches readers attention
•7 words or less
•The largest font on the page
Define Sales Promotion
A short term incentive to get
customers interested in buying
a product
How can sales promotion be
used at a sporting event?
Product giveaways
Name three different kinds of
sales promotions
Coupons
Rebate
Premium
Product Samples
Contests
Sweepstakes
What is the difference
between a contest and
sweepstakes?
•
•
Contest – game of skill
Sweepstakes – game of chance
Which form of sales promotion
includes giving away a free or
low cost item to customers for
making a purchase?
Premium
Give a pro and a con for each of
the following advertising medias:
•Magazines
•Radio
•Television
•Direct Mail
Judged by Mrs. Mangano