The Marketing Mix

1. The marketing mix-promotion
and place

2. Introduction Why is promotion an important
part of the marketing mix?
 Promotion- The use of advertising, sales promotion,
personal selling, direct mail, trade fairs, sponsorship
and public relations to inform consumers and
persuade them to buy.

3. Promotion objectives
 Increase sales
 Raise consumer awareness
 To remind consumers of an existing product
 To encourage increased purchases by existing
consumers or to attract new consumers to the brand.

4.  To demonstrate the superior qualities of a product
 To create or reinforce the brand image of a product
 To correct misleading reports about the product
 To develop or adapt the public image of the business
 To encourage retailers to stock and actively promote
products to the final consumer

5. Promotion decisions
 Promotion mix- The combination of promotional
techniques that a firm uses to sell a product.
 Advertising
 Above-the –line promotion

6.  Informative advertising-
 promoting a new product
 Persuasive advertising
 Little difference between products

7. Advertising Agencies
 Advise businesses on the most effective way to
promote products.
 Can offer a complete promotional strategy.

8. Advertising Agencies
 Research the market.
 Advise on the most cost-effective forms of media to
be used to attract potential consumers.
 Use their own creative designers to devise adverts
appropriate to the media to be used.
 Film or print adverts & give feedback to the client
after monitoring the public’s reaction.

9. The Cadbury gorilla advertisement
 Pg. 316

10. Advertising decisions- which media to use?
 Cost
 Size of audience
 The profile of the target audience in terms of age,
income levels, interests and so on.
 The message to be communicated

11. Advertising decisions- which media to use?
 The other aspects of the marketing mix
 The law and other constraints