Overview
This lecture reviews the components of the promotion (communication) mix in marketing and explains how organizations use them to deliver a consistent message through Integrated Marketing Communications (IMC).
Components of the Promotion (Communication) Mix
- The promotion mix includes advertising, sales promotions, direct marketing, public relations, sponsorships, social media, and professional selling.
- IMC ensures that all promotional activities deliver a consistent and unified message to customers.
- Advertising is paid, non-personal communication to a broad audience using channels like TV, print, radio, and digital media.
- Consumer sales promotions provide short-term incentives (coupons, contests, rebates) to stimulate quick or repeat purchases.
- Trade promotions target businesses and retailers with incentives like trade shows, in-store displays, and prizes.
- Direct marketing delivers personalized promotional content to individuals using mail, email, phone, or direct-response ads.
- Professional selling involves one-on-one, interactive communication between a seller and a buyer, often used in B2B contexts.
- Public relations (PR) enhances an organization’s image through press releases, publicity, and news events, often perceived as more neutral.
- Sponsorships provide financial support to events or experiences, targeting specific groups and generating positive PR.
Mass vs. Individual Communication
- Advertising, PR, sponsorships, and some sales promotions are aimed at large audiences simultaneously.
- Direct marketing and professional selling target individuals with personalized messages or interactions.
Key Terms & Definitions
- Integrated Marketing Communications (IMC) — a strategy to ensure a unified and consistent message across all promotion mix components.
- Promotion (Communication) Mix — the combination of promotional tools (advertising, PR, sales promotion, etc.) used by companies.
- Advertising — paid communication identifying a brand or organization to a large audience.
- Sales Promotion — short-term activities to encourage purchase or engagement.
- Trade Promotion — business-targeted sales incentives.
- Direct Marketing — personalized promotional communication to individuals.
- Professional Selling — interactive, person-to-person selling efforts.
- Public Relations (PR) — communication designed to improve and promote an organization’s public image.
- Sponsorships — financial support for events to enhance company image and target audiences.
Action Items / Next Steps
- Review the definitions and examples for each promotion mix component.
- Prepare to answer review questions: define each component and explain PR’s role in the promotion mix.