The Marketing Book 5th Edition

Marketing mix

P1 : Product

P2 : Place

P3 : Price

P4 : Promotion

Promotional mix

P4.1 : Advertising

P4.2 : Publicity

P4.3 : Direct marketing

P4.4 : Sponsorship

P4.5 : Exhibitions

P4.6 : Packaging

P4.7 : POS merchandizing

P4.8 : Sales Promotion

P4.9 : Personal selling

420 The Marketing Book

 Direct marketing is promotion via any
person-to-person communication medium,
guaranteeing exposure to identifiable
individuals in a chosen target audience in
return for the price of disseminating the
message plus the cost of producing the
associated materials.
 Sponsorship is promotion via association with an
entity, event or activity, typically delivering
exposure to a primary target audience by means

of the sponsor’s logo and to a secondary one by

means of reference to the sponsor in associated

media coverage, in return for the price of a

negotiated sponsorship contract plus the cost of

producing associated visual identification of the

sponsor.

 Exhibitions are promotion via display and the

presence of sales representatives on an

exhibition stand, delivering exposure to visiting

potential customers, in return for the rate

charged for the space by the exhibition

promoter plus the cost of building, installing

and stocking the stand.

 Packaging is promotion via display, guaranteeing

exposure to customers at the point of sale, in

return for the cost of designing and producing

the package.

 Point-of-sale (or ‘POS’) merchandising is

promotion via various forms of display, acting

as a reminder to customers of previously

noticed promotional messages, in return for

the cost of producing the material used.

 Sales promotion is promotion via a diverse

range of initiatives not so far defined,

delivering exposure to a general target market

and in some cases offering an incentive for

individuals to respond actively, in return for

the cost of producing and distributing the

material used.

 Personal selling is promotion via a sales pitch

made by a sales representative to a ‘prospect’

or by a retail sales assistant to a customer,

guaranteeing exposure to self-selected

members of a target market, in return for the

cost of remunerating and training the sales

personnel delivering the pitch.

New media

A cursory reading of this definition of ‘advertis-

ing’ may raise the concern that it ignores the

so-called ‘new media’ or ‘interactive media’

nowadays available to advertisers: in other

words, the Internet, the world wide web and

wireless telephony. In fact, it is only necessary to

abandon the traditional view of ‘advertising

media’ as meaning only press, posters,

Figure 17.1 The promotional mix