Promotional materials advertise new products or prices.
Business marketing requires a sizable amount of the business budget and creative thinkers who can effectively advertise the business value to many different consumers. Properly conducted, a marketing plan draws in new customers and creates loyalty among existing customers. One way a business increases profit through marketing is by using promotional materials to raise awareness of products, discounts and special services.
Definition
Promotional materials are simply any method by which a business makes its marketing message known to the consumer. For instance, a poster advertising an upcoming movie is a promotional material designed by the movie studio. The term promotional material tends to refer to physical objects rather than online or electronic advertising, but the definition can be very broad.
Promotional Mix
The promotional mix is the different types of promotional materials that a business uses for advertising. An adept business will use several different materials designed specifically to reach certain consumers. Posters, fliers, billboards, coupons and brochures are all examples of common promotional materials found in the mix. Mailers and business cards also are used.
Placement
To be effective, promotional materials must be placed in spots where the target audience will see them. Billboards, for instance, are useful because they are visible to so many people. Posters must be placed in places that attract a similar audience to what the business is targeting. Many promotional materials such as coupons or brochures are available at point of sale, when the customer goes to the counter to make a purchase.
Online
Traditionally, promotional materials are not often available in online form (online promotional activities cannot be disseminated in the same way, although email mailers are similar), but there are some exceptions. For instance, large suppliers often make promotional materials for discounts or new products available online. Distributors can then print these materials and use them as hard copy posters or banners.
Trends
The trend in promotional materials, as of 2010, is leaning toward usefulness and practicality. Customers tend to throw away or disregard brochures and cards that are simply filled with text and serve no other purpose. But a promotional material that includes a free sample or that can be used as a bookmark or air freshener can attract a wider audience and can share its message more clearly to the market-weary customer.
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