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Essay / Research Paper Abstract
This is a 6 page paper that begins by defining and explaining the five components in the promotion mix: adverting, personal selling, public relations, sales promotions and direct marketing. A chart is presented that rates each of the five components in terms of their potential to achieve certain goals. The writer then selects which promotion mix would be used for selling a new MBA program, a package of peas and the skills of aircraft engineers. 2 Tables are included. Bibliography lists 3 sources.
Page Count:
6 pages (~225 words per page)
File: MM12_PGprmmx.rtf
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Unformatted sample text from the term paper:
as the Marketing Communications (Dolak, 2005). There are five major categories in the promotion mix, which are: 1. Advertising includes any non-personal presentation that is paid for. These might be
mass media print or broadcast advertisements and/or promotions. Advertisements typically promote the goods and/or services of a specific company, i.e., advertisements have sponsors who are the ones trying to sell
the service or product (thisisthebarmyarmy.co.uk, 2005; Dolak, 2005). 2. Personal Selling involves person-to-person contact between one or more sales persons and one or more prospective customers, i.e., this is the
sales force. The purpose is obviously to make the sale (thisisthebarmyarmy.co.uk, 2005; Dolak, 2005). 3. Sales Promotions are short-term campaigns that tout the values and benefits of purchasing the product
or service (thisisthebarmyarmy.co.uk, 2005; Dolak, 2005). Sales promotions generally include an incentive for making that purchase, which is why they are called "promotions" (thisisthebarmyarmy.co.uk, 2005; Dolak, 2005). The incentive adds
value for the customer (thisisthebarmyarmy.co.uk, 2005), such as a discount, a buy one/get one free incentive, receiving something additional with the purchase and so on. For instance, retailers who sell
computers might offer a free printer with the purchase of the CPU - value-added - a complementary product for free. The sales promotion might be short-lived, referred to as a
burst promotion or it might be long-lived, referred to as a DRIP promotion (thisisthebarmyarmy.co.uk, 2005). Sales promotions encourage customers/consumers to switch brands to the one being promoted (thisisthebarmyarmy.co.uk, 2005). 4.
Public Relations has to do with building and maintaining good relations between the company and its many different stakeholders (thisisthebarmyarmy.co.uk, 2005; Dolak, 2005). It is about building good or favorable
publicity, building the companys positive image and limiting or mitigating any type of unfavorable or negative publicity about the company (thisisthebarmyarmy.co.uk, 2005). It attempts to minimize negative rumors as well
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