The Promotional Mix
What are the five main elements of the promotional mix?
Advertising, Public Relations, Sales Promotion, Personal Selling, and Social Media/Content Marketing.
What does the acronym AIDA stand for?
Attention, Interest, Desire, Action.
What is the main purpose of content marketing?
To attract and retain customers by creating valuable and relevant content.
What does IMC stand for?
Integrated Marketing Communications.
Name one factor that affects a company's choice of promotional mix.
Product life cycle stage
Which promotional mix element involves paid, non-personal communication to a large audience?
Advertising
What is the purpose of the "Interest" stage in the AIDA model?
To keep the consumer engaged by explaining how the product or service meets their needs or solves a problem.
How does social media differ from traditional advertising in terms of audience interaction?
Social media enable two-way communication, allowing brands to engage directly with consumers, unlike traditional one-way ads.
Why is message consistency important in IMC?
Consistent messaging reinforces brand identity and avoids confusion across different platforms and touchpoints.
How does the stage of the product life cycle impact the promotional mix?
In the introduction stage, informative promotion dominates; in maturity, persuasive and reminder promotions become more important.
How does public relations differ from advertising in terms of control and cost?
Public relations is typically unpaid and involves less control over the message, whereas advertising is paid and offers full control over the message.
How can social media content move a customer from "Interest" to "Desire"?
By showcasing product benefits, sharing customer testimonials, or using influencer content that builds emotional or social appeal.
Why is engagement considered more important than reach on social platforms?
Engagement indicates active interest (likes, comments, shares), which is more likely to lead to conversions than just passive exposure.
What challenges do marketers face when trying to integrate multiple promotional tools?
Coordinating timing, maintaining consistent voice and visuals, and managing communication across different teams or agencies.
What type of promotional tool is best suited for a high-involvement purchase? Why?
Personal selling, because it allows for tailored information and interaction to help the consumer make a complex decision.
Why might a company use sales promotions in addition to advertising?
To stimulate immediate purchases, encourage trial, or reward loyalty—especially effective in short-term campaigns.
Which promotional tools are best suited to generate "Action"? Why?
Sales promotions (e.g., discounts, coupons), direct response advertising, and personal selling, because they create urgency and offer a clear call-to-action.
What are the three types of promotional tactics?
Owned media, Paid Media, Earned Media
How has the rise of digital media influenced the need for IMC?
Digital media fragmented audiences and increased the number of brand touchpoints, making coordination and message alignment more critical.
Why might a company choose digital advertising over traditional print ads when launching a new product?
Digital advertising allows for better targeting, real-time performance tracking, and often lower costs—making it more flexible and efficient for reaching specific audiences during a product launch.
Given a limited marketing budget, how should a small business prioritize among the promotional mix elements?
It depends on the target audience and goals, but often social media and public relations are cost-effective for generating awareness and engagement, while sales promotions can boost short-term sales.
At which stage of the AIDA model would customer testimonials and case studies be most effective, and why?
Desire — because they help customers visualize themselves benefiting from the product, which builds emotional appeal and motivation to purchase.
How can owned media support a brand’s promotional strategy?
Owned media (like a website or blog) gives brands full control over content and helps integrate messaging across other promotional tools.
Imagine you’re the marketing manager of a new snack brand. How would you apply IMC principles across digital, in-store, and PR efforts?
Use consistent branding and messaging in digital ads, point-of-sale displays, and press releases. Coordinate the timing of each to support product launches or seasonal campaigns.
What is my favorite color?
Green