|
Promotional
Promotion is one of the four key aspects of the marketing mix. The other three elements are product management, pricing, and distribution. Promotion involves disseminating information about a product, product line, brand, or company. more...
 Home
Knives, Swords & Blades
Militaria
Science Fiction
Tobacciana
Trading Cards
 Action, Adventure
Animation
 Garbage Pail Kids
Looney Tunes
Magic the Gathering
Other
Pokemon
 Boxes, Packages
Full Sets
Individual Cards
Mixed Lots
Other
Promotional
Scooby Doo
The Simpsons
Wacky Packages
Yu-Gi-Oh
Accessories
Boxes
Full Sets
Individual Cards
Mixed Lots
Other
Packs
Promotional
Buffy the Vampire Slayer
Comic
Credit, Charge Cards
Historical, Military
Other Non-Sports
Phone Cards
Sci-Fi, Fantasy
Transportation
Promotion is generally sub-divided in the textbooks into two parts:
Above the line promotion: Promotion in the media (e.g. TV, radio, newspapers, Internet) in which the advertiser pays an advertising agency to place the ad;
Below the line promotion: All other promotion. Much of this is intended to be subtle enough that the consumer is unaware that promotion is taking place. E.g. sponsorship, product placement, endorsements, sales promotion, merchandising, direct mail, personal selling, public relations, trade shows;
The specification of these four variables creates a promotional mix or promotional plan. A promotional mix specifies how much attention to pay to each of the four subcategories, and how much money to budget for each. A promotional plan can have a wide range of objectives, including: sales increases, new product acceptance, creation of brand equity, positioning, competitive retaliations, or creation of a corporate image.
An example of a fully integrated, long-term, large-scale promotion are My Coke Rewards and Pepsi Stuff.
Example
The publicity for the 40th anniversary of the 1966 NCAA Basketball championship included
The renaming of a toilet;
A tie-in with an autobiography with the same title;
The screening of a film with the same title;
The release of a breakfast cereal box with coordinated materials;
A pep rally on a university campus;
Media coverage, have been successful;
This has been used for a busines powerpoint
Notes
- ^ The El Paso Times, El Paso, Texas, November 28 and 29, 2005;
Read more at Wikipedia.org
|
|
