The Promotional Mix - Marketing Campaign Planning - ثالث ثانوي
PART 1
Chapter 1 Introduction to Marketing
Chapter 2 Consumer Behavior
Chapter 3 Marketing Strategies
Chapter 4 Products and Services
PART 2
Chapter 5 Planning for a Marketing Campaign
Chapter 6 Advertising and Public Relations
Chapter 7 Personal Selling and Sales Promotion
The Promotional Mix
MARKETING MATTERS Marketers must know what to consider when deciding which types of promotion to use
Think of an example of a product, service, organization, or person which you think marketers would use advertising to promote and one they would use public relations to promote. Explain your
The Four Elements of the Promotional Mix
Advertising
Personal Selling
Public Relations
marketers target their public relations efforts directly at consumers by using social media to reach them
Identify a local business in your area that uses public relations to create publicity and promote a positive image. What public relations do they use to do this
MARKETING SCENARIO Using sport to build good relationships with the local community
What two strategies did he use to achieve these aims
What was the hardware store owner's aim when he decided to establish a relationship with the local sports club
What were the outcomes of his efforts
Sales Promotion
Why do marketers usually invest more in sales promotion than in the other elements of the promotional mix
What tools do people involved in public relations use to achieve their aims
What is personal selling and what are its objectives
Name one disadvantage of using advertising to promote products or services for a business
How and why has advertising changed in recent years
Selecting the Elements of the Promotional Mix
Promotional Resources, Objectives, and Policies
Characteristics of the Target Market
What differences could exist between the way marketers promote products to customers in Saudi Arabia who live in urban and rural areas, respectively?
Characteristics of the Product
What characteristics of its services does Aramco want to draw consumers' attention to in this advertisement?
products and they usually want specific and comparative information from a salesperson
Costs and Availability of Promotional Methods
Push and Pull Channel Policies
A comparison of push and pull promotional strategies
the producers to buy the products. This policy is intended to pull the goods down through the channel by creating demand at the consumer level
What are the differences between a push policy and a pull policy
Which characteristic(s) of a product or service do you think have the greatest impact on the promotional mix elements selected for it? Explain your answer
What elements of the promotional mix would you select for a business offering at-home care for the elderly? Would one or more elements be more important than others? Explain your answer
In what two situations are sales promotions a common tactic
What are the characteristics of products for which personal selling is appropriate
How is public relations used to respond to negative publicity about a company or its products
What are the benefits of online advertising for the businesses that use it
Make Academic Connections Language Arts
Connect to the Real World You own a high-end clothing store in a mall.
