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Promotional Mix in detail: Page 1 of 2.
Personal Selling
Personal selling involves selling a product or service on a one to one basis. This can either be done face to face or over the phone. In our promotional section we talked about push and pull strategies. If the organisation is using a pull strategy to sell the product a sales force will be required to make sure that retail outlets are looked after well, that they have enough stock, are trained well so they can push the product onto the consumer. With a push strategy the sales force will need to try and persuade retail outlets to carry stock of your product.
Direct Marketing
The aim of direct marketing is to create one to one relationships with the organisations target market. Direct marketing can come in the form of post, email, telephone calls and mail order. The company usually contacts a named person at the address.
Advertising
Advertising can be defined as placing your message in any form of paid media.
Advertising can have a number of objectives, these usually are
- To promote
- To remind
- To support
- To compete
- To persuade
You have two types of advertising. Above the line advertising is advertising placed in TV, radio, newspaper and cinema. Below the line advertising is based around advertising via direct mail, sponsorship and sales promotion.
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