Essay
Business level 3 unit 9 P1 and P2
- Institution
- Pearson (PEARSON)
Business level 3 unit 9 P1 and P2
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Content preview
P1- Describe the promotional mix used by two selected organisations for a selectedproduct or service.
In this task I will describe 6 promotional mixes’ I will then select two organisations and
explain how they use the promotional mix to increase awareness of one of their
products/services.
What is promotional mix?
Promotional mix is one of the 4 ps of the marketing mix. It is a combination of methods that
are used for a product or service so that the organisation sells that specific product or
service. Promotional mix consist of advertising, personal selling, sales promotion, public
relations, sponsorship and direct mail.
What is advertising?
Advertising is what businesses do to promote their business; it is a way of displaying a
product or service in an eye-catching way to grab possible customers’ attention. Businesses
use advertisement on a regular basis to make the customers aware of their product/service.
What is personal selling?
Personal selling is when one of the organisations trained employees goes into to the public
to promote their product/service. The seller uses their positive attitude, appearance and
language to draw in potential customers.
What is Sponsorship?
Sponsorship is when the organisation pays another organisation or groups e.g. sports, art,
entertainment so that they increase the awareness of the organisation. For example is sports
like football and rugby there are companies who sponsor it and their logo around the stadium
so the millions of people are unintentionally aware of it.
What is direct marketing?
Direct marketing is where organisations promote their product/service directly to the public.
They use different ways in doing this for example; Mail posted to customers houses or any
houses, leaflets through post box, email or telephone.
Argos
Argos is part of the Home Retail Group, the UK’s leading home and general merchandise
retailer. It is the leading digital retailer; they offer more than 33,000 products through online
at their website. They have over 430 million website visits annually. Similar to most
organisations Argos uses promotional
Argos advertising
Argos use different methods of advertising for different audiences. They use TV, online,
newspaper, print advertising etc. Argos does this to increase the sales of their products and
it helps them to raise awareness of their brand and the benefits of their products.
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