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The Promotional Mix: Target Markets, Buying Decisions & More

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  • 0:05 The Promotional Mix
  • 0:43 Advertising
  • 1:31 Public Relations
  • 2:23 Sales Promotion
  • 3:12 Personal Selling
  • 4:14 Lesson Summary
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Lesson Transcript
Instructor: Jennifer Lombardo
The promotional mix is one of the 4 Ps of the marketing mix. It consists of public relations, advertising, sales promotion and personal selling. In this lesson, you'll learn how a marketing team uses the promotional mix to reach company objectives and goals.

The Promotional Mix

A marketing plan is focused on the target market and made up of four key elements. These four elements are also knows as the 4 Ps. One P is called the promotional mix and it contains advertising, public relations, personal selling and sales promotion. They are used as tools to communicate to the target market and produce organizational sales goals and profits.

The new amusement park Fun Town has spent most of this year customizing and fine-tuning their promotional mix. Let's take a look at each element that Fun Town adopted to create an effective promotional communication program.

Advertising

One of the most important elements of the promotional mix for Fun Town was the creation of a viable advertising program. Advertising is any form of impersonal (one-way) paid communication in which the company is identified. Fun Town realized that it needed to have a good advertising campaign because this would allow the company to reach a large number of people effectively. Fun Town used television, radio, newspaper, social media and Internet ads to introduce the target market to a grand opening of the amusement park. The park also used giant billboards and e-mails to reach other local customers. They promoted senior citizen discounts, family discounts and grand opening specials to lure the target market into trying a day at Fun Town.

Public Relations

Another promotional tool that Fun Town utilized was public relations. The main purpose of public relations is that it helps build a positive public image for a company, supports new product launches and sales, helps a company to evaluate public attitudes and communicates the overall goals of the company. Fun Town has multiple days throughout the year where they donate a percentage of ticket sales to local charities. They also have days where they close the park down and invite disadvantaged youths to enjoy the rides for free. In addition, Fun Town uses their public relations team to handle any negative park issues. For example, if a visitor is injured on a ride, the public relations team must evaluate public attitudes and communicate with the media that the appropriate corporate response occurred.

Sales Promotion

Sales promotion is another tool in the promotional mix. It contains methods of stimulating consumer purchase and is usually based on a short-term or immediate goal. Examples of sales promotion items are contests, sweepstakes, giveaways, free samples or coupons. Fun Town has invested heavily in sales promotion. They have had contests, like the first 1,000 people in the park would get a prize. They also had giveaways of free Fun Town water bottles, t-shirts, hats and canvas bags. Lastly, Fun Town released a large number of coupons into the marketplace, such as BOGO (buy one ticket, get one ticket free) or 15% off for students, family coupons for 20% off the day, etc.

Coupons, giveaways and free samples are some examples of sales promotions.
Sales Promotion Examples

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