The marketing promotion mix has evolved beyond traditional advertising due to changes in consumer behavior and digital technology, necessitating an integrated and interactive approach to communication across multiple channels.
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welcome to this topic seven
introduction to promotion in the
marketing mix
so in this video
you are going to learn about the five
different promotion mix tools
and we're going to look at how the
communications landscape has changed and
why that means that businesses need to
change what they do
so let's start by looking at those five tools
tools
they're here
i'm not going to say much about these
because we're going to come back to that
in a minute but i will just say that
when we think about promotion often we
think about advertising
but promotion is a lot more than
advertising there are these five
different tools advertising is only one
so why do we need a new communications model
model
well of course the world is changing as
consumers we're changing and therefore
businesses need to change their
marketing strategy
and of course there are constant
advancements in digital technology
let's take a company like adidas
in targeting its younger customers
adidas now does that completely online
it doesn't use tv anymore it doesn't use
print it just does it online because it
has realized that online is the best way
to reach those customers
and as digital technology moves on
in this new marketing communications model
model
businesses can choose from any of those
five tools and in fact they will often
use them together
and this enables them to target smaller segments
segments
in a much more interactive and engaging way
way
it also allows them to use that mass
media if it's if it's appropriate
and merge that bring it together with
online social media
mobile as well
the problem with using all these
channels is it can be a bit confusing
for the customer
and so what businesses increasingly try
to do now is to manage the content
so that they develop
one story
that is used across all the different channels
channels
and in this way they're delivering a
consistent message to us as consumers
whether we see that on tv
or in print or on holdings outside or
online we're seeing the same message
from that company
and this is what it looks like this
carefully blended mix of all those five
different promotional tools
held together by this consistent message
this consistent message about our brand
so these are the five tools
in the videos that follow we're going to
look at each one of these in much more
detail but now i just want to say
something about them
why we would choose a different ones why
we would use them at all so advertising
we can reach masses of buyers is a low
cost per person that sees it per
consumer if you like it helps to build
that long-term image for a product and
it can trigger quick sales
it's very public it's very expressive
but it is impersonal
we can't
persuade individuals or interact with
them really via advertising
at the opposite extreme to advertising
we have personal selling
tens only to be used for high value
products because it's costly
one sales person generally one customer
that's expensive um
um
but it is does allow for that
interaction and it does allow for a very
tailored message to go to individual customers
and then we have things like sales
promotion which really
covers a whole range of things
like special offers
like uh competitions
competitions
um all sorts of things come under that heading
heading
and then there's public relations
public relations really aims at trying
to build the brand and develop the brand
and get that brand out there public
relations is where companies they don't
buy advertising space but they get their
name out there maybe in the paper maybe
on social media
just to get in touch with people and to
tell people about their brand
direct and digital marketing however
much more targeted
very often interactive very immediate
and very personalized so really clear
differences between these five tools
so if we put that together we've got
this new model
much more targeted much more social much
more interactive and engaging
we've got a model now which is much more
integrated all those five tools often
being used together but
but
brought together by this clear
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