Page 160 - E1 Integrated Workbook STUDENT 2018

Chapter 11

Promotion

7.1 The promotion mix

The promotion mix comprises the blend of methods that a
company uses to promote its products to existing and potential
customers. For example, advertising, sales promotion, public
relations, personal selling and direct marketing.

7.2 New forms of marketing communication

 Encourages individuals to pass on the marketing
1. Viral
 message creating exponential growth.

 Well thought out, highly focused and often
2. Guerrilla
 unconventional attacks on key targets.


An interactive marketing experience stimulating all of
3. Experiential the senses. It should trigger a range of positive
memories when the consumer next sees the product.

Illustrations and further practice

Now read illustrations 1, 2 and 3 from Chapter 11.

148