Creative Product Promotion

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Suhaib Bashir                                                                                  Task 1

Unit 9 : Creative Product Promotion


In this task I have been requested to select a business of my preference. I have been asked to describe the promotional mix used by two selected organisations for a selected product/service.

I have selected to analyse a company called Sony-Ericsson which is a global market leader with regard to electronics and the various marketing strategies they apply to the products they manufacture. The product that I will be looking into will be the Sony T630 mobile phone.

The Promotional Mix

Promotional Mix is the term used to describe a set of tools that an organisation uses to communicate effectively the benefits of its products to its customers. These tools include:

  • Advertising
  • Public relations
  • Sales promotions
  • Direct marketing
  • Personal selling
  • Corporate image
  • Exhibitions
  • Sponsorship


I will now describe the promotional mix used in this campaign.



 This campaign is advertised on, billboards, and on the internet. Different types of advertising are aimed at different people. Advertising can reach a large and widely distributed audience. For example, this campaign is advertised on TV; therefore this campaign will be seen by a massive amount of people throughout the country. Also, billboard advertising maybe aimed at people who drive and when say for example you’re driving home from work, your eyes might be drawn to this billboard and therefore will notice this product.


Public relations

 Public relations involve a sustained attempt to develop an organisation’s reputation as a business by using the media to help create the image they desire. It is a way for an organisation to keep the business in their customers eyes. They are many sorts of public relations, these can include, press releases, sponsors, corporate communications and exhibitions. Public relations are just one of the main tools that businesses use to attract customers.

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Sales Promotion

 Sales promotion is the process of persuading a potential customer to buy the product. It can be part of the personal selling process. Sales promotion is a good way of attracting buyers' attention and provides enough incentive for an immediate purchase.

Personal Selling

Personal Selling is the most effective form of promotion because it allows your approach to be tailored to the needs of an individual customer. For this particular campaign, personal selling is not really brought into play and does not apply for this organisation.


Direct Marketing

 Direct marketing is an increasingly popular technique ...

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*** The writer starts off well but the essay just turns into a non applied list of the promotional mix. They then give us details of the marketing mix but this is not the same. The second product is given little consideration and the whole piece is not properly researched.