Marketing: Promotion Mix

• Promotion Mix refers to the various methods a company uses to communicate and promote its products or services.

Advertising

• Paid announcements used by a company to promote products or services through different media.
• Broadcast: TV and radio ads, such as a Coca-Cola ad during a major TV event.
• Print: Magazine and newspaper ads, like a new movie ad in an entertainment magazine.
• Online: Internet and social media ads, such as a shoe ad on Instagram.
• Mobile: Promotional messages sent via texts or apps, like a clothing store sending an SMS promotion.
• Outdoor: Billboards and signs, such as a large MAC ad on a highway.

Personal Selling

• Direct interaction between a salesperson and a customer to assist them, make a sale, and build a trusting relationship.
• An Apple vendor explaining iPhone features and helping a customer choose the right model in a store.

Sales Promotion

• Short-term strategies to encourage quick customer purchases, including discounts, coupons, displays, and demonstrations.

Public Relations

• Managing the company's image, ensuring positive reputation, and addressing or preventing negative rumors.
• A hotel organizing a charity event to improve its image.

Direct and Digital Marketing

• Direct communication with individual customers via emails, messages, or online platforms for quick responses and long-term relationship building.
• A cosmetics store emailing personalized offers to customers with new products, or a clothing brand sending exclusive discounts through email campaigns

Integrated Marketing Communications

• Ensuring all messages from a company across different channels are clear and consistent.
• Nike using the "Just Do It" message in TV ads and on its website to reinforce the same idea across channels.

New Communications Thinking

• Owned Media: Media channels that the company completely controls, such as its website.
• Shared Media: Media shared by customers with other customers, such as someone sharing a brand's ad on their social media.
• Paid Media: Media where the company pays to place its message, like TV and online ads.
• Earned Media: Media gained without payment when the brand gets mentions, such as an influencer recommending a brand without being paid.

Elements in the Communication Process

• Sender: The person or company sending the message.
• Encoding: Transforming thoughts into a message.
• Message: The actual content being communicated.
• Media: Communication channels through which the message travels from sender to receiver.
• Decoding: How the receiver interprets the message.
• Receiver: The person who receives the message.
• Noise: Distractions that make understanding the message difficult.
• Response: The reactions of the receiver to the message.
• Feedback: The response from the receiver communicated back to the sender.

Steps in Developing Effective Communication

• Identify the Target Audience: Understand the audience to create a meaningful message.
• Determine Communication Objectives: Set clear goals for what you want to achieve.
• Design the Message: Create a message that resonates with the audience.
• Select Communication Channels: Choose the best way to deliver the message.

Communication Channels

• Personal Channels: Recommendations from people they know.
• Opinion leaders: people whose opinions are sought by others.
• Buzz marketing: cultivating opinion leaders to spread information.
• Nonpersonal channels: media like tv, radio, etc
• Select Message Source: Use a credible and trustworthy person.
• Collect feedback: Check the message's impact on the audience.

AIDA Model

• Attract attention: Get people to notice your message.
• Hold interest: Keep them interested.
• Arouse desire: Make them want your offer.
• Obtain action: Encourage them to take action.

Promotion Mix Strategies

• Type of Product and Market: Spending depends on if targeting consumers or businesses.
• Push Strategy: Pushing the product through to final consumers (personal selling).
• Pull Strategy: The company targets end customers with ads.

Buyer Readiness State

• Awareness, knowledge: Use advertising and PR.
• Customer liking, preferences, conviction: Use personal selling or advertising.

Major Decisions In Advertising

• Objective Setting:
• Informative: Used when introducing something new.
• Reminder: Used for well-known products.
• Persuasive: Used to convince consumers to choose a particular brand.
• Budget Decisions:
• Affordable: Spending what the company can afford.
• Competitive parity: Matching competitors' ad budgets.
• Percentage of sale: Spending a percentage of sales on advertising.

Message Decisions

• Slice of Life: Shows people using the product in real-life situations.
• Lifestyle: Illustrates how the product fits a certain lifestyle.
• Fantasy: Creates a wonder world around the product.
• Musical: Features people singing a song about the product.
• Personality: Uses a character.

Campaign Evaluation

• Direct rating: Asking people to rate ads they saw.
• Recall tests: Asking people what they remember from ads.
• Recognition tests: Asking people to identify ads they remember seeing
• Media decisions
• Reach: % of target market who will see the ad.
• Frequency: How many times they'll see it.
• Impact: Quality of the ad and placement.

Continuity

• Scheduling ads evenly within a given period.

Public Relations (PR)

• Managing a company or individual's reputation.

Sales Promotion Tolls

• Samples: Offer small quantities of product.
• Coupons: Savings when purchase products.
• Contests: Submit an entry.

Digital Marketing Strategy

• Digital Marketing Strategy
• Research of product, segment, competitors What Not To Do:
• Avoid hidden text/links.
• Don't send automated Queries to Google. Marketing Channel: distribution channel) is a set of interdependent organizations that help make a product or service available for use or consumption by the consumer.