There are 5 different elements within the promotional mix. They use these to meet their marketing objectives. The 5 elements have different objectives but they all are used to meet the overall marketing objective of the business. The five elements are: Advertising, Personal selling, Public Relations, Direct marketing and Sales Promotion.
Advertising is a way to make businesses noticed by people that are not aware of its presence. By advertising in popular places it enhances the reputation of the business. There are also different types of advertising like competitive advertising. This means that they will be advertising solely to try and “emphasise the special features of the product to try and out sell the competition (Brassington, F 2013 Pg. 372)”. There are a variety of ways of advertising, this could be billboards, TV adverts and many more. The business can use advertising to link in with their sales promotion as they will be able to show offers they have in the business which will be a form of advertising and sales promotion.
Personal selling is when a business will have an individual who will be representing the organisation, will go to potential customers and speak to them face to face to try and persuade them to buy from their organisation. Personal selling is not only about
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This creates a direct link between customers and the business. By using direct marketing it can create a relationship between customers and business which is beneficial for the business as the customers will create a form of loyalty to that business. Also, businesses will use this as they can measure the responses of the customers by using the response rate. This will allow the business to receive opinions from the customers. An example of direct marketing would be Asos. They email previous customers offers that will be upcoming in their store to attract them to
I have found various items from all four of the promotional mix elements. Effective promotional campaigns require a solid mix of items from the four elements. Companies seek to find the right variety from the four elements, and sometimes do not use all four elements. Tide racing uses all four items to promote their sponsorship with NASCAR.
Let us look at the individual components of the promotions mix in more detail. Remember all of the elements are 'integrated' to form a specific communications campaign.
Direct selling includes direct-to-customer sales through personal representatives and party-planning methods (examples: The Pampered Chef, Electrolux vacuum cleaner sales people).
Personal selling: personal selling promotion is like aware customer about product and deals one by one or personal like leave vouchers and flyers of new product or deal in letter box or sent emails to customers.
Includes all the activities involved in selling products or service directly to final consumer for their personal, non-business use.
Direct mail marketing is also referred to as direct response advertising. This is because it allows businesses and other organizations to communicate straight to customers using techniques like text messaging, interactive websites, display ads online, email campaigns, flyers, catalogs, letters, television commercials, outdoor ads, and newspaper and magazine ads that normally generate response. There are quite a few characteristics that determine direct marketing. First, generating a database that often contains other information that may be relevant from business to business is used in developing the database of target-marketed businesses. Second, the message one would like to market is then sent to the database list because direct marketing relies mainly on the ability to contact the members of a certain target market. Third, direct marketing is based on a “call to action”. An example of this would be an advertisement that asks the customer to call, click a link to bring up a website, or mail back a response. Finally, when sending out direct marketing, results should be tracked. This will determine costs spent versus profit from results. Direct marketing can seem tricky for someone who has never done it and there are many helpful tips out there to help you get started.
The effective use of all the tools of marketing mix help a company to create, communicate and deliver value to potential customers. Promotion the fourth element of the marketing mix is generally divided into five differential tools, all of which contribute to the achievement of marketing objectives. These are:
Advertising is a highly specialised area of marketing. It includes researching and developing television and radio commercials and print advertisements, as well as the planning and execution of buying media.
Nowadays, advertisements are pretty much exist in many form at everywhere whether through print and broadcast as well as via online. There is no business that does not have marketing activities involving advertisements in the world today. The basic purpose of an advertisement being made is to sell a product or service to the potential customers.
The marketing mix is important to the sport industry because it allows a sport marketer to better understand the market they are selling in, and enables a sport marketer to generate an increase in revenue. The marketing mix contains the four p’s, which include: product, price, place and promotion. Each of the p’s in the marketing mix are all vitally important because they are what you are selling, why you are selling, where you sell it at, and how you promote what a sport marketer is selling. The marketing mix is essential to the sports industry because it enables a sport marketer to better understand their product, and improve sales.
Marketing involves activities to find right people for the business and then gaining their attention and retaining them for life. There are many theories marketers employed to stand their business out of crowd or at least make it visible. To make any business efficiency and effective, it is important to seek the target customer market. There are primarily three main areas to consider while identifying the target market. Those are as follows;
According to the American Marketing association stated that “advertising refer to any paid from of non-personal presentation and promotion of ideas, goods and service by an identified sponsor”. The advertisement is directed toward increasing the sales of the business. The one of the trait of the advertising is for communication, information and persuasion. Advertisement is non-personal communication that use mass media. Buyer can get information from the advertisement about the particular product that they want to buy. Advertisement create favorable attitude of the customer that lead to the favorable actions.
In all reality, all businesses will, in some way shape or form, complete all of the marketing activities, even if completing these activities is not their main goal. (Dlabay 2006.) These marketing activities are product, place, price, and promotion. A business tool called that marketing mix takes all of these activities and puts them together in a way that can be used to help improve a business’s marketing strategy. Product is what the company is selling; Place is where the consumer will obtain this product; Price is what the consumer will pay for the product; Promotion is any type of communication that is intended to remind, inform, or persuade. (Dlabay 2006.) The marketing mix and the four P’s describe very well what business marketing is all about.
Advertising in business is a type of marketing communication used to encourage, persuade, or manipulate a customer to take or continue to take some action. The desired result is to drive consumer behavior with respect to a commercial offering.
The personal selling process is a continuously revolving cycle of stages that assist the professional sales person of today in developing basic selling strategies and tactics that help them improve and prefect their own personal selling styles. As listed in the text, “there are countless small tasks in the personal selling process that are generally organized into seven major stages that overlap and interact which are: