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Promotional Mix in detail: Page 2 of 2.
Sales Promotion
The aim of sales promotion is to increase short term sales and increase instore or web traffic. The tactics used for this include loyalty cards, coupons, price promotions eg BOGOF, point of sales, packaging promotion or web coupons.
Public Relations
Managing public relations is very important for the organisation. Image in marketing is everything.. Having a good image helps the organisation develop a trust and a bond between themselves and their customers. This good will is invaluble. Public relations activities include, press releases. company literature, videos, websites and annual reports.
Sponsorship
Sponsorship is about providing money to an event, inturn the product or company is acknowledged for doing so. For example the Bejing Olympics in 2008 will partly be sponsored by Panasonic. Sponsorship helps the company improve its image and public relations within the market and usually the company attempts to sponsor a person or event that mirrors the image they are trying to aim for. Nike for example have successfully sponsored the golfer Tiger Woods for many years.
Viral Marketing
Viral marketing occurs when consumers pass on or recommend your product/company/website to others. This could be via email, or bulletin boards or word of mouth. There have been many well known online viral marketing campaigns. These include The Blair Witch Project and the establishment of Hotmail as a leading free email provider.
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