Promotion, Advertising, and Marketing

From foukeffa.org

Written by Steve Bouchard

Oakcrest High School, NJ

Modified by Georgia Agricultural Education Curriculum Office

To accompany the Georgia Agriculture Education Curriculum Course 01051

July 2002

Promotion

Advertising Media

Visual Merchandising

Written Advertising

Publicity and Public Relations

Oakcrest Floral Design 2000

Promotion

Promotion is any form of communication a business or organization uses to inform, pursuade 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

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

Publicity

involves 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

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 oral

fashion: • 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 whose mind is

already made up

Media Types

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

Broadcast Advertising

• Radio+ reaches 96% of all population over

age 12

+15, 30 and 60 second segments

+ selective audience

+ flexible and mobile– short life span– competitive– lack of visuals

Broadcast Advertising

• Television+Pulls together all medium

+population inclined to believe what they see

+personal and mass audience

+ flexible short life span– 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, U.S. Postal Service EagleTrade character - human form: Pillsbury Doughboy

Slogans are often used: • “Have a Coke and a smile”• Dodge -“Ram Tough”

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

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

Conversational

Appealing

Dramatic

Humorous

Informative

Parts of a Print Ad

Illustration - the photograph or drawing of the product

Attract attention

Create Interest

Arouse Desire

Parts of a Print Ad

Signature - logotype, business id, trademark, phone number, etc...

Visual Merchandising

• The coordination of all physical elements in a place of business so that it projects the right image to its customers.

• Display - the visual and artistic aspects of presenting a product to a targeted group of customers

Elements of Visual Merchandising

• Storefront– Marquee

• store sign or name

– Entrance• varies with store design and placement

– Window Display• promotional

• institutional

• public service

Elements of Visual Merchandising

• Store layout - the way floor space is allocated.• selling space

• merchandise space

• customer space

• store interior

• Interior displays• closed• open• point of purchase• architectural

Elements of Visual Merchandising

• Interior displays• one time item - single item display• line-of-goods - product line• related merchandise - items that can be used together• variety display - unrelated items

• Setting type– realistic - depicts a room or area common to a

house– semi-realistic - suggests a setting– abstract - gaining in popularity

Artistic Elements

• Line - most people read displays right to left

• Color - can make or break a display

• Shape - physical appearance of materials

• Direction - guides a viewer’s eye over the materials

• Texture - surface quality

Artistic Elements

• Proportion - relationship between elements

• Balance - placement size elements

• Motion - attracts attention

• Lighting - attracts and highlights items for display

Public Relations

• Public relations refers to any activity designed to create goodwill towards a business– Employee relations

• job training

• newsletter

• open communication between management and employees

• promotion from within

Public Relations

– Customer relations• courtesy

• helpfulness

• customer advisory board

• consumer affairs specialist

– Community relations- activities that gain the respect of the community members

• foster good relations

• civil and social activities– Rotary Club, Junior Achievement

Marketing is Promotion

Promotion: any form of communication

used to inform, persuade, or remind

people about a business’s products and

improve its public image. This includes

advertising, publicity, sales promotion

and personal selling.