Learning Objective: Explain the process of selection of the promotional mix elements
Review:
The five elements of the promotional mix include: advertising, personal selling, public relations, and sales promotion. Marketing strategies can include all of or a mix of these possible elements.
Advertising: Advertising is non-personal in nature and is designed to target a specific audience through various mediums. These mediums include: mass media, television, radio, billboards, Internet, movies, magazines, etc.
Personal selling: Personal selling is "personal" and is designed to include persuasive information to convince consumers to purchase the product/service.
Public Relations: Public Relations focuses on promoting positive relationships internal and external to the company.
Sales Promotion: Sales Promotions sense of urgency and call the consumer to action through offers of additional product incentives. Examples of additional product incentives include: buy-one/get-one, contests, free samples, exclusive offers, etc.
Direct selling: Person-to-person transaction/sale that is conducted by an independent sales representative not employed directly with the company (Avon, Pampered Chef, Mary Kay).
Consider the many ways in which Verizon Wireless (Verizon Communications) applies the promotional mix.
Verizon Advertising: Radio, television, Internet, billboards, direct mail, movies, etc.
Verizon Personal Selling: "The largest network"
Public Relations: Verizon in the Community-Sponsorships (Links to an external site.)Links to an external site.
Sales Promotion: Verizon Wireless Promo Codes (Links to an external site.)Links to an external site.
Please read the following articles. Once you have read the articles, please complete the assignment below.
The Promotion Mix (Links to an external site.)Links to an external site.
Factors Affecting Promotion Mix (Links to an external site.) Links to an external site.
Assignment:
Select one of the following national pizza chains: Papa Murphy's, Pizza Hut, Papa John's, Domino's, and Little Caesars.
In a minimum of 700 words (excluding the title and reference pages), in APA FORMATwith a minimum of three references, identify and explain the process of selection for the chain's promotional mix elements. Consider national, regional, and local promotional campaigns. Your submission should be a Word document.