Promotion represents the fourth element of the marketing mix and consists of:
1) advertising; 2) personal selling; 3) sales promotion; 4) public relations;
and 5) direct marketing.
The promotional mix is the combination of one or more of the communication
Tools to: 1) inform prospective buyers about the benefits of the product; 2) persuade them
to try it; and 3) remind them later about the benefits they enjoyed by
Using the product.
Integrated Marketing Communications (IMC) is the concept of designing marketing
Communications programs that coordinate all promotional activities.
II Promotional Elements
Advertising, sales promotion, and public relations use mass selling
because they are used with groups of prospective buyers.
Personal selling, telemarketing, direct marketing and interactive
IV Direct marketing
Direct Marketing is a promotional element that uses
Direct communication with consumers to encourage them
To place an order, request more information, or visit a store.
Direct marketing includes: direct mail, catalogs, direct
response ads, telemarketing, and interactive marketing.
A. The Value of Direct Marketing
* Consumers can order goods or services by phone,
Mail, and online from anywhere and at anytime
Sellers can measure if their offer worked, can
Continuously make new offers, can generate leads,
Drive traffic to their stores
B. Technological, Global, and Ethical Issues in Direct
Marketing
Databases are the result of organizations efforts to collect
Demographic, media, and consumption profiles of
Customers so that direct marketing tools can be directed at
Specific customers
Technology deregulation and improved payment systems
May help the global growth of direct marketing.
Ethical Issues
1. How much information should a company have about
An individual
2. Spam - Can Spam - opt out options
3 Telemarketing guidelines - do not call registry, minors,
Must state who you are, etc.