Part 1: Promotional Mix
The two organisations i’ve chosen are Apple and KLM.
Every branche in the business uses promotion. Why? Because promotion is the way to get your products known by the segment the company is aiming for.
The promotional mix (A business’s total marketing communications programme) has different elements, such as:
Companies use advertising as part of the promotional mix (a marketing program) to get their products/services increase in sales. You can say that almost every well-known company uses advertising, because who doesn’t see advertisements during the day? You see them everywhere, on the train station, on billboards, newspapers, posters etc.
Personal selling means that the company hires a sales force to sell their products / services face-to-face to the customers. In this way, the salespeople can change the behaviour or way of thinking of the buyer, so that they’ll be more likely to buy the product. However, there’s a catch: hiring a sales force is very expensive, and they’re often only used when there’s a genuine return on the investment.
Sales promotions are often aimed at the consumer. A sales promotion is for example a buy one-get one for free deal. Business’s use this kind of promotion to have a higher volume of sales, within a defined period of time. However, every sales promotion should be carefully costed by the marketing department, to ensure the investment has returned good sales and profit.
Public relations (PR).
Public relations is defined by the institute of Public Relations as ‘the deliberate, planned and sustained effort to establish and maintain mutual understanding between an organisation and it’s public’. However, the main goal of public relations isn’t selling, but creating a good image. Companies use intern and extern communication to