Promotion:

Is PERSUASIVE communication.

It is like an umbrella – covers a big topic.

How many “ribs” does this umbrella have?

How many “ribs” does this umbrella have? – five!

Promotional Mix:The combination of (five) items:1. Advertising2. Personal Selling (Selling) 3. Direct Marketing4. Publicity and Public Relations5. Sales Promotion

Advertising:Form of NON-PERSONAL Promotion

Personal Selling:Any form of DIRECT CONTACT between a salesperson and a customer.

Direct Marketing:2 Forms:1. Printed Direct Mail2. Electronic Mail

Publicity and Public Relations:Bringing news or newsworthy information about an organization to the publics attention.Creating a favorable image for the company, its products, or policies.

Sales Promotion:All marketing activities other than:1. Personal Selling (Selling)2. Advertising3. Direct Marketing4. Publicity and Public Relations

So what isPromotion?

PERSUASIVE communication.

It is like an umbrella – covers five topics:

Promotional Mix:The combination of (five) items:1. Advertising2. Personal Selling (Selling) 3. Direct Marketing4. Publicity and Public Relations5. Sales Promotion

The combination all (five) items:1. Advertising2. Personal Selling (Selling) 3. Direct Marketing4. Publicity and Public Relations5. Sales Promotion

Integrated Promotional Campaign – reach our target (market):