Promotional Mix for the Tide Racing Campaign

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Promotional Mix for the Tide Racing Campaign

There are hundreds of different ways top notch companies promote their products. When companies combine the many promotional methods used to promote a specific product, they represent the promotion mix for the product. The promotion mix is made up of four elements: advertising, personal selling, public relations, and sales promotion. Our assignment was to collect five items from the promotional mix in one campaign. Tom Utz works as a salesman for Proctor & Gamble. He works directly with the Nash Finch wholesaler based out of Minneapolis, MN, which owns several grocery chains such as Buy N’ Save, Albertson’s and Econo Foods. Tom specializes in selling laundry detergent soaps such as Tide, Gain, Era, and Cheer to Nash Finch retail stores. One of his biggest campaigns is selling Tide laundry detergent in the Tide Racing campaign.

Advertising

Advertising is a paid non-personal communication about an organization and its products transmitted to a target audience through mass media. Some examples are television, radio, newspapers, Internet, and direct mail. Proctor & Gamble’s most prominent form of advertising are television ads. Many people do not realize the products they use are even made by Proctor & Gamble. I have collected a Spanish direct mailing by Proctor & Gamble called “avanzando: con tu familia”, which means better living with your family. The magazine offers tips for using beauty products such as shampoo, make-up, deodorants, and toothpaste. It also offers advice for selling your home and cooking tips. The end of the direct mailing magazine has many coupons for purchasing the items they learned about. Proctor & Gamble hopes to get the consumer to try t...

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...am include a t-shirt, hat, hot wheels car, water jug, and even a remote control car. These are all items donated by Proctor & Gamble to the retail stores in order to catch the attention of consumers. Thousands of people are willing to sign their names up for a chance to win in a free drawing. The drawings will benefit the company because they are getting their name and product featured, and the store benefits because it will lure customers into the store and extra purchases. This is a win-win situation for both parties.

I have found various items from all four of the promotional mix elements. Effective promotional campaigns require a solid mix of items from the four elements. Companies seek to find the right variety from the four elements, and sometimes do not use all four elements. Tide racing uses all four items to promote their sponsorship with NASCAR.

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