Promotional Mix

Promotional Mix

1. Main concepts

   • Sales promotions
     • Consists of
       • Short-term incentives
         • To
           • Consumers
           • Members of the distribution channel
           • Sales teams
         • Its objectives are the following
           • Increase sales in short term
           • Help increase market share in long term
           • Achieve the test of a new product
           • Break the customer loyalty of the competition
           • Reduce own stocks
           • Break seasonality
           • Motivate retailers to incorporate new products to their offer
         • Such as
           • Samples
           • Coupons
           • Refunds
           • Advertising gifts
           • Prizes for loyalty
   • Personal sales
     • Are people
       • Generaring an effective demand
         • Whos main objectives are
           • Increase sales
           • Increase profit
           • Decrease deplation or scrap
   • Publicity
     • A way of
       • Communication
         • That attempts to
           • Increase the consumption of a product or service
           • Insert a new brand or product to the market
           • Improve the image of a brand
           • Reposition of a product in the mind of a consumer
             • Through
               • psycho consumer
               • Aesthetics
               • Humor
               • Feelings or evoction
               • Dramatization
               • Testimony
               • Demonstration/Argumentation
               • Description
               • Impact
               • Opportunity
   • Public relations
     • Seeks to
       • Sell
         • Functions
           • Management of internal communications
             • Tools
               • The organization of events
               • The pressure groups
               • Social responsibility plans
               • Relationships with communication media
                 • Journals
                   • Allows the organization to access the general public
                 • Magazines
                   • Allows access to more and better segmented publics.
                 • Radio
                   • Allows you to transmit information instantly 24 hours a day
                 • Television
                   • It grants great notoriety to the institution
                 • Internet
                   • You can work on the institutional website or with the online version of various media
           • Management of external communications
           • Humanistic functions – Public Trust
           • Analysis and understanding of public opinion
           • Joint work with other disciplines and areas
       • Influence
       • Promote
       • Change the image or make known the interests of your client
   • Direct market
     • What is it?
       • Form of advertising
         • That
           • Uses one or more means to communicate directly with a target audience and obtain a measurable response from it.