PRO - Types of Promotion [LESSON]

Types of Promotion

The promotion (communication) mix is composed of advertising, personal selling, public relations, sales promotion, and direct marketing.

Advertising: Involves paying to disseminate a message that identifies a brand (product or service) or an organization being promoted to many people at one time. The typical media that organizations utilize for advertising (also called the Advertising Mix) include television, magazines, newspapers, the Internet, direct mail, radio, and social media such as Facebook, blogs, Twitter, and mobile devices. Public Relations: Helps improve and promote an organization’s image and products by putting ga positive spin on news stories. Public relations materials include press releases, publicity, product placement, and sponsorships. Direct Marketing: Involves delivering personalized promotional materials directly to individual consumers. It provides an interactive approach for organizations to reach consumers in hopes of getting consumers to take action. Materials may be delivered via mail, catalogs, Internet, e-mail, telephone, or direct-response advertising. Sales Promotion: Consists of other types of promotions – coupons, contests, games, rebates, mail-in offers, and so forth – that are not included as part of another component of the communication mix. Sales promotions are often developed to get customers and potential customers to take action quickly, make larger purchases, and make repeat purchases. In business – to – business marketing, sales promotions are typically called trade promotions because they are targeted to channel members who conduct business or trade with consumers. Trade promotions include trade shows sponsorships, event marketing, and special incentives given to retails, such as extra money, in-store displays, and prizes to market particular products and services. Personal Selling – An interactive, paid approach to marketing that involve a buyer and a seller. The interaction between the two parties can occur in person, by telephone, or via another technology.

 

Promotional Channels

Once a company decides on a component of the promotion mix, such as advertising, it must still decide which medium (e.g., television, cell phones, and magazines) or media (more than one medium) to use. Within each medium or channel, the company must also select a vehicle, which may be a particular television show, radio station, or magazine.


The different channels used to communicate with targeted audiences are:

  • Advertising Media (TV, Newspaper, Magazine)
  • Social Media (Twitter, Facebook, Instagram)
  • Digital Media (CD, DVD, Videos)
  • Word-of-Mouth
  • Direct Marketing (Mail & Email)
  • Sales Promotions (Coupons & Samples)
  • Trade show/Exposition
  • Public Relations (Press release, news article, press conference)

 

[CC BY 4.0] UNLESS OTHERWISE NOTED | IMAGES: LICENSED AND USED ACCORDING TO TERMS OF SUBSCRIPTION