Promotional Mix

Promotion - The component of the marketing mix that informs and persuades customers about the product in order to sell that product. Promotion is designed to create awareness, interest, desire and action (AIDA)

Promotion = INFORM AND PERSUADE

The main aim of promotion is to ensure that customers are aware of the existence and positioning of products.

Promotion is also used to persuade customers that the product is better than competing products and to remind customers about why they may want to buy.

PROMOTIONAL MIX

The promotional Mix describes the promotional methods that a business uses to pursue it's marketing objectives.

The main elements of the mix are:

▪Advertising (offline and online)
▪Sales promotion
▪Public relations
▪Merchandising

PROMOTIONAL METHODS

1) PUBLIC RELATIONS
Involves communicating with the media such as newspapers, television and radio in order to get favourable publicity for the organisation. Guarantee of it always being popular is not always likely.

2) MERCHANDISING
The way in which a firm promotes it's product at point of sale (POS). Plenty of thought is put into the visual display of a product and the way thy the product is presented within the selling location.

3) SALES PROMOTION
Are short term offers used by firms in oder to increase sales for their products. E.g. BOGOFF, or free tickets on the back of cereal boxes.

4) ADVERTISING
Occurs when firms pay for the promotion of their product through the main media such as television, radio and the press. This is known as 'above the line' promotion.