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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...
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