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What are the essential differences between the different elements of the Promotion Mix? by Mind Map: What are the essential differences between
the different elements of the Promotion
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What are the essential differences between the different elements of the Promotion Mix?

Promotion Mix


Mass Market Approach (changing via the internet), Often a broad brush approach and cannot be as detailed as a person to person technique, Passive in that customers cannot respond, or feel they can respond

Channels, Broadcast, Radio, Print, Internet, Outdoor, Other forms

Definitions, A message from a source designed to be received by many viewers, Any paid form of non-personal presentation and promotion of ideas, goods or services by an identified sponsor, From the Latin 'to turn'

Enables a large geographic reach

As the cost of entry to many sources of advertisement are high, it says something about the status of the company, The potentially high cost of entry makes this mix out of some companies reach, On a per person basis, costs are actually very cheap

Useful for reassuring the buyer about the legitimacy of the product. Beneficial in a mass market where sales are linked to being accepted publically (e.g. Nike Trainers etc)

Allows the company a great deal of creative freedom to enhance their product over and above the potential reality (e.g. Lynx Deoderant)

Enables both long and short term strategies, Guiness uses consistently creative adverts to affirm it's status as a product that is different, individual, creative. A long term strategy to differentiate its product, B&Q uses advertising to announce discounted sale periods, Harrods uses adverts to 1. Announce sale periods. 2. Uses the adverts to reaffirm its long term strategy of being the most exclusive store in London

Sales Promotion

Channels, Discounts, Coupons, Point of purchase displays, Demonstrations

Advertising often mixed in with Sales Promotion

Definitions, Inducements to buy a product, Short-term incentives to encourage the purchase or sale of a product or service, Encourages customers to try the product

Directly attracts customer attention, Advertising encourages people to buy, sales promotion says 'buy it now'

Short term strategy to boost sales

Geographic spread can be as large as the company wishes, from local to global

Enables a limited amount of creative space to the promotion of the product

Price is dependent on aims of sales promotion

Not effective in building long term brand loyalty as key diferentiator for this tool is based around price or more concisely 'value' for the customer in the short term

Public Relations (PR)

Documentary Progs / Newspapers

Mass Communication tool

Thought to be more trustworthy than Advertising

Channels, Press releases, Sponsorships, Special Events, Web pages

Long term strategy

Definitions, Building good relations with the company's various publics by obtaining favourable publicity, building up a good corporate image and handling or heading off unfavourable rumours, stories and events, A message about the product from a 3rd party source

Talks about the real world. Message seems to be more believable, Especially compared to advertising

Picks up people that advertising & sales misses

Personal Selling

Short term promotion technique


Enables person to person contact, Allows the product to be adjusted more easily to customers needs

Requires a long term commitment, Cannot be turned on and off easily, Sales force is harder to build up and change

Tailored to the customer (opposite end of scale to mass marketing)

Geographic spread is possible, but increases costs to a much greater degree than other promotion tools

High cost based on per person coverage, Most expensive promotion tool (per person)

Definitions, Company representatives selling on a one-to-one basis, Personal presentation by the firms sales force for the purpose of making sales and building customer relationships, Common in business-to-business


Possible to include Branding as Promotion device

Shorthand way of communication with customers

Direct Marketing

Channels, Catalogues, Telephone marketing, Kiosks, Internet, + more

Definitions, Direct connections with carefully targeted individual consumers both to obtainan immediate response and to cultivate lasting customers

Specific in nature. Direct to individual customer

Can be highly tailored to the individual

Highly successful in targeted marketing efforts and one-to-one customer relationships

Also called Marketing Communications Mix

Define differences

Between each promotion mix element

Between combinations of promotion mix elements

Leading with a Sales Force / Trade Promotion emphasis leads to a 'Push' strategy. This encourages channel members to promote the product to the final consumer

Heavy emphasis on advertising and consumer promotion leads to a 'Pull' strategy. This leads consumers to demand the product from channel members, who then request it from the producer

Mass Communication Tool


Public Relations (PR)


Channels of communication

Short / Long Term



Mass Market





Customer loyalty