Promotion

Advertising Media Visual Merchandising Written AdvertisingPublicity and Public Relations

PromotionPromotion is any form of communication a business or organization uses to inform, persuade or remind people about its products and improve its public image

Types of Promotion

• Advertising• Publicity• Sale Promotion• Personal Selling

AdvertisingThe nonpersonal presentation and promotionof ideas, goods and services by an identifiedsponsor.

Advantages

•large numbers see the message•cost per customer is usually low•appropriate media can be easily chosen to reach target market control of content and easily adapted to market •integrated to media possible: TV, radio, print- a fixed message

Presell products can influence people to make up their mind before they shop

Advertising

The nonpersonal presentation and promotionof ideas, goods and services by an identifiedsponsor.

Disadvantages

•can not focus on individual needs (message the same for all)•can be too costly•can be wasteful and inefficient•must be brief, often cannot achieve required depth

Publicityinvolves creating a demand for a business or product by placing news about it in publications or on radio and or TV

Image

the way a business or organization is defined in the public eye

Huge audience for newsOften freeHas the potential for negative image

Sales Promotion

Is the use of marketing devices such as displays, premiums and contest to stimulate purchases

Displayswindowsfloorcounter visual forms of merchandising

Sales Promotion

Premiums-prizes, reward as an added inducement to make a purchase– trading stamps– coupons– factory packs– contest, sweepstakes, rebates;

games and discounts offered by – manufacturers– product samples

Personal Selling

Personal contact with the buyer in an oralfashion:

• Order taker• Order getting

Most flexible and individualized promotion device

Promotional Mix

A combination of different types of promotiona business uses to get customers to buy itsproducts– More than one type of media– Must complement each other– Stimulate interest in varied forms– Must be coordinated: local vs. national or both– Insure smooth transitions between areas

Advertisement Development

• Advertising agencies– Client services: forecast market needs, prepares

marketing plans– Creative services: creates the advertisement and

produces the ads– Research services: studies targeted populations

and their buying behaviors– Media services: makes decisions on how

advertising budgets will be spent on mediums

Advertising Media

Promotional Helps business by:

• creating an interest in products• introducing new products• presenting product information• supporting personal selling efforts• creating new markets

Limits: • bad products • unlikely to change a customer who’s mind is already made

up

Media Types

• Print Media– Newspapers– Magazines– Direct Mail– Billboards– Directory Advertising– Transit Advertising

Broadcast Advertising• Radio

Pros• Reaches 96 percent of all population over age

12• 15, 30 and 60 second segments• Selective audience• Flexible and mobileCons– Short life span– Competitive– Lack of visuals

Broadcast Advertising• TelevisionPros

Pulls together all mediums Population inclined to believe what they see Personal and mass audience Flexible short life span

Cons– Cost prohibitive– Audience size not assured– Commercials considered a nuisance

Specialty Advertising

• Relatively inexpensive novelty items with an advertisers name printed on them– hats– pens– calendars– memo pads– give away items

Brands

A name, design, or symbol that identifies the products of a company or group of companies

Brand Name: Kleenex, Pepsi, Arby’s Miracle WhipBrand Mark: Ford’s Blue Oval, US postal service EagleTrade character: human form, Pillsbury Doughboy

Slogans are often used: • “Have a Coke and a Smile”• Dodge -“Grab Life by the Horns”

Selection of Media

• Does the medium reach the greatest number of customers at the lowest cost?

• Does the medium provide opportunity to illustrate the product?

• Does the medium provide an opportunity to present an adequate selling message?

Selection of Media

• Does the medium present special problems?• Is the medium flexible in terms of promotion? • Does the medium meet the targeted

geographical area?• Does the medium fit the image of the business

and offer enough prestige and distinction?

Parts of a Print Ad

Headline- lettering slogan or saying that gets the readers attention, arouses interest and leads them to read an ad.• Example Headlines:

With Prices Like These, Who Needs a Headline?

After a day of Downhill Skiing, Getting a Fine Meal Shouldn’t be an Uphill Battle.

Parts of a Print Ad

Copy- the selling message.

ConversationalAppealingDramaticHumorousInformative

Parts of a Print Ad

Illustration- the photograph or drawing of the product.(AIDA)Attract attentionCreate InterestArouse DesireAsk for Action

Parts of a Print Ad

Signature- Logotype, Business ID, Trademark, Phone Number, etc...