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Promotional mix

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The Promotional Mix refers to a set of different marketing strategies used by businesses to promote and market their products or services. This blend includes five key elements: Advertising[7], Personal Selling[3], Sales Promotion[5], Public Relations[4], and Direct Marketing[2]. Advertising involves tactics like print ads, radio, television[8], billboards, direct mail, and web pages to reach a wide audience. Personal Selling involves direct interaction with customers, using methods such as sales[9] presentations, meetings, training, samples, and telemarketing[6]. Sales Promotion uses incentives like coupons, sweepstakes, product samples, trade shows, and trade-ins to stimulate sales. Public Relations focuses on managing the company’s image through newspaper articles, TV and radio presentations, charitable contributions, issue advertising, and seminars. Lastly, Direct Marketing involves reaching customers directly through mobile messaging, email[10], online display ads, catalog distribution, and outdoor advertising. Each element of the promotional mix plays a crucial role in a company’s marketing strategy[1].

Terms definitions
1. ↑ marketing strategy. "Marketing Strategy" is a term that encompasses a company's broad plan for its marketing efforts. It includes mapping out the direction for future planning periods, focusing on customer value, and anticipating growth. This strategic planning aims to bridge the strategic gap for sustainable growth by organizing resources for a competitive edge. A marketing strategy also involves long-range planning to identify new business opportunities and potential threats. It utilizes various components such as pricing, customer service, go-to-market strategy, packaging, and market mapping. Additionally, this strategy uses metrics for tracking performance and strategic analysis to identify the company's current position. It also requires a clear vision and mission statement for the organization. Furthermore, strategic planners use various research tools and analytical techniques to evaluate competitive brand performance. Ultimately, a marketing strategy seeks to obtain a sustainable competitive advantage.
2. ↑ Direct marketing ( Direct Marketing ) Direct Marketing is a form of advertising strategy where businesses communicate directly with consumers to sell products or services. It's characterized by its targeted approach, prioritizing consumers who meet specific vendor-defined criteria. This advertising method involves direct communication channels like direct mail, telephone, email, and online tools, making it more focused compared to general marketing. It traces its roots back to the 15th-century Europe, with modern techniques pioneered by Josiah Wedgwood and further developed by the likes of Pryce Pryce-Jones and Aaron Montgomery Ward. Key objectives of direct marketing include selling products, generating leads, fostering customer relationships, and enhancing customer loyalty. Despite facing challenges such as spamming and unwanted emails, solutions like opt-out lists, variable printing, and legislation like the CAN-SPAM Act have been employed to ensure its effectiveness.
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Promotional mix (Wikipedia)
Not to be confused with Marketing mix.

In marketing, the promotional mix describes a blend of promotional variables chosen by marketers to help a firm reach its goals. It has been identified as a subset of the marketing mix. It is believed that there is an optimal way of allocating budgets for the different elements within the promotional mix to achieve best marketing results, and the challenge for marketers is to find the right mix of them. Activities identified as elements of the promotional mix vary, but typically include the following:

  • Advertising is the paid presentation and promotion of ideas, goods, or services by an identified sponsor in a mass medium. Examples include print ads, radio, television, billboard, direct mail, brochures and catalogs, signs, in-store displays, posters, mobile apps, motion pictures, web pages, banner ads, emails.
  • Personal selling is the process of helping and persuading one or more prospects to purchase a good or service or to act on any idea through the use of an oral presentation, often in a face-to-face manner or by telephone. Examples include sales presentations, sales meetings, sales training and incentive programs for intermediary salespeople, samples, and telemarketing.
  • Sales Promotion is media and non-media marketing communication used for a pre-determined limited time to increase consumer demand, stimulate market demand or improve product availability. Examples include coupons, sweepstakes, contests, product samples, rebates, tie-ins, self-liquidating premiums, trade shows, trade-ins, and exhibitions. Corporate giveaway items, sometimes called swag, can be included within product samples and distributed to participants at an event for promotional purposes.
  • Public relations or publicity is information about a firm's products and services carried by a third party in an indirect way. This includes free publicity as well as paid efforts to stimulate discussion and interest. It can be accomplished by planting a significant news story indirectly in the media, or presenting it favorably through press releases or corporate anniversary parties. Examples include newspaper and magazine articles, TVs and radio presentations, charitable contributions, speeches, issue advertising, seminars. Word of mouth is also a type of publicity, which transform from the person-to-person storytelling to social media influencers, or bloggers promotions today.
  • Direct Marketing is a channel-agnostic form of advertising that allows businesses and nonprofits to communicate directly to the customer, with methods such as mobile messaging, email, interactive consumer websites, online display ads, fliers, catalog distribution, promotional letters, and outdoor advertising.
  • Corporate image campaigns have been considered as part of the promotional mix.
  • Sponsorship of an event, contest or race is a way to generate publicity.
  • Guerrilla marketing tactics are unconventional ways to bring attention to an idea, product or service, such as by using graffiti, sticker bombing, posting flyers, using flash mobs, doing viral marketing campaigns, or other methods using the Internet in unexpected ways.
  • Product placement is paying a movie studio or television show to include a product or service prominently in the movie or show.
  • Digital marketing is the marketing of products or services using digital technologies, mainly on the Internet, but also including mobile phones, display advertising, and any other digital medium.
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