Unit 9 Creative Product Promotion
P1 - Describe the promotional mix used by two selected organisations for a
selected product/service
In this assignment I will be describing the promotional mix used by two organisations for a selected
product/service. The two organisations that I am going to use to describe the promotional mix are
Sony and Bose.
Promotional Mix
The promotional mix is how a business attempts to communicate with various target audiences and
is a key element in the overall marketing mix. There are 6 main points which the promotional mix
revolves around, these are;
Advertising - Advertisement is used to gain new customers and prospects and to inform regular
customers. Advertisement is done through many ways like television, internet, newspapers and
magazines. Advertising is also used to gain response from the target market to.
Personal selling - Personal is face to face communication with prospects or regular customers. This is
the oldest form used in promotion. Success of personal selling depends on the communication skills
and tactics of the seller. Personal selling is still preferred over sells over the internet because
customers can ask questions directly to an employee. And good service increases changes of
customers returning.
Sales promotions - This element is to attract new customers or prospects. This as an element which
is used by almost any (internet). Business promotions such as 2 for 1 or second on for half the price
promotions increases chance of customers making impulsive buys or convincing themselves to buy
the product before the promotion is over.
Publicity/Public relations - This element resembles the public opinion on a certain company.
Companies always try to be positive in the news. For example, an oil company such as BP donating
£2.000.000 to help fight global warming or Toyota investing heavily into hybrid cars, of course when
companies do such a thing they make big commercials about it to make sure everybody knows that
that company did that. With these actions company want to make themselves look good to the
public eye.
Direct Marketing - Direct marketing is making use of mail, telephone and fax to reach customers. An
example could be companies contacting a customer through phone when they have a special offer
for them, or a company sending a chainmail or mailshot. A chainmail or mailshot is when a company
collects contact data through their own databases or third parties and then contact the customer.
The people who get the mail most likely are either already customer or fill out something on the
internet which had a related topic with the company. Aldo this is an effective way to reach prospects
and customers a lot of people find it annoying.
Sponsorship - This is when a company pays an event or TV show to be associated with it in order to
gain brand popularity. All these elements are used to promote their business or product and
eventually help reaching their objectives like increasing brand or product awareness.
Sony’s Promotional mix
Advertising:
First of all Sony uses the internet to advertise their products. Recently Sony is really active promoting
P1 - Describe the promotional mix used by two selected organisations for a
selected product/service
In this assignment I will be describing the promotional mix used by two organisations for a selected
product/service. The two organisations that I am going to use to describe the promotional mix are
Sony and Bose.
Promotional Mix
The promotional mix is how a business attempts to communicate with various target audiences and
is a key element in the overall marketing mix. There are 6 main points which the promotional mix
revolves around, these are;
Advertising - Advertisement is used to gain new customers and prospects and to inform regular
customers. Advertisement is done through many ways like television, internet, newspapers and
magazines. Advertising is also used to gain response from the target market to.
Personal selling - Personal is face to face communication with prospects or regular customers. This is
the oldest form used in promotion. Success of personal selling depends on the communication skills
and tactics of the seller. Personal selling is still preferred over sells over the internet because
customers can ask questions directly to an employee. And good service increases changes of
customers returning.
Sales promotions - This element is to attract new customers or prospects. This as an element which
is used by almost any (internet). Business promotions such as 2 for 1 or second on for half the price
promotions increases chance of customers making impulsive buys or convincing themselves to buy
the product before the promotion is over.
Publicity/Public relations - This element resembles the public opinion on a certain company.
Companies always try to be positive in the news. For example, an oil company such as BP donating
£2.000.000 to help fight global warming or Toyota investing heavily into hybrid cars, of course when
companies do such a thing they make big commercials about it to make sure everybody knows that
that company did that. With these actions company want to make themselves look good to the
public eye.
Direct Marketing - Direct marketing is making use of mail, telephone and fax to reach customers. An
example could be companies contacting a customer through phone when they have a special offer
for them, or a company sending a chainmail or mailshot. A chainmail or mailshot is when a company
collects contact data through their own databases or third parties and then contact the customer.
The people who get the mail most likely are either already customer or fill out something on the
internet which had a related topic with the company. Aldo this is an effective way to reach prospects
and customers a lot of people find it annoying.
Sponsorship - This is when a company pays an event or TV show to be associated with it in order to
gain brand popularity. All these elements are used to promote their business or product and
eventually help reaching their objectives like increasing brand or product awareness.
Sony’s Promotional mix
Advertising:
First of all Sony uses the internet to advertise their products. Recently Sony is really active promoting
