Question

Explain how your your company utilizes or implements the promotional mix(Advertising,sales promotion,publicity,personal selling) to reach target market(s).You are only required to discuss one promotional mix item or a even a fraction of a promo.mix.

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Answer 1

Promoting products is important for any business because of the lasting impact promoting

has on customers. Promotion mix consists of Advertising, sales promotion, personal selling, public relations, and direct marketing.

These features are used to “to communicate customer value and build customer relationships persuasively”. With the correct combination of the promotional mix being used effectively, a business will continue to gain customers and achieve the targets.

Advertising:

Advertising will play an important role in promoting business. Billboards, Newspapers, Radio, Television, and Social Media Advertising all play a defining role in how customers will be targeted and how many will react to the advertisement message.

Social Media Marketing: The traditional forms of advertising in a dwindling state and social media marketing is coming into the picture now. Focusing on social media marketing, specifically Facebook, Instagram are crucial steps in communicating with customers. This is because they are heavily used daily by individuals around the world.

Sales Promotions:

Sales promotions are a great way to get customers to buy a product or service quickly. Sales promotions are especially valuable to the Restaurants since they use sales promotions as a way to bring people to the restaurant and boost sales. Restaurants spread awareness about tons of coupons through email. People continue to redeem these coupons because of the perceived cost of getting something for free or at a lesser price.

Personal Selling:

This is the costliest tool in the promotional mix. This tool is also the most effective one. Personal selling is effective because it builds a long-term relationship between the customer and employee making sure that customer that will continue to come back. This is primarily beneficial when dealing with customers that will be taking up bulk orders. There are certain risks associated with this method. The customer could decide that he/she does not want or need the products or services anymore which in turn causes the company to lose money. Companies spend more money with personal selling creating a much larger risk because the company relies on a salesperson to cultivate a relationship with a customer that could eventually falter. Direct Marketing is comparable to personal selling.

Direct Marketing:

Direct marketing takes the help of emerging and ever-changing technology to individually target customers. Examples of direct marketing are mail, e-mail, apps, catalogues and telephone calls. Direct marketing is helpful when marketing to a huge cluster of people. Individuals spending small amount of money at different times will typically be considered for direct marketing because those customers are not spending as much money as frequently.

Let us consider Apple as an example for our promotional mix:

Apple Stores are the available places that sell the company’s products. The online Apple Store and App Store are also highly visible. Thus, making the products implement the omni-channel distribution strategy. However, these stores are not the only places in the firm’s marketing mix. For instance, Apple also uses authorized retailers, such as Walmart, Target and Best Buy. The company also includes telecom companies like AT&T, Verizon, and Sprint, which sell iPhone units. In addition, Apple uses fulfillment services from companies like Amazon.com and eBay, through which third parties sell Apple products online. Thus, Apple’s marketing mix is comprehensive in capturing different types of online and non-online distribution channels.