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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.