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16419279
Promotional Mix
Description
Mind Map on Promotional Mix, created by Marianne Morales on 11/01/2019.
Mind Map by
Marianne Morales
, updated more than 1 year ago
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Created by
Marianne Morales
over 5 years ago
15
1
0
Resource summary
Promotional Mix
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.
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