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PROMOTION
PROMOTION
WHAT IS IT?Any form of communication a
business or organization uses to:INFORM
(Tell about a product)
PERSUADE (“buy my brand not my competitor’s”)
REMIND (keep name in the public eye)
Promotional Objectives
•Build Awareness• Increase demand•Differentiate a product
from the competitor•Highlight product’s value•Change/reinforce
customer’s attitude
Promotional Messages
•Can you hear me now? Good.•Buy it. Sell it. Love it.•Live in your world, play in
ours.• Just do it.• I’m lovin’ it.•The happiest place on earth.
PROMOTION2 TYPES
PRODUCT PROMOTIONVS.
INSTITUTIONAL PROMOTION
PRODUCT PROMOTION
• GOAL: To sell goods and services– Advertisements– Coupons– Sales
presentations– ‘Product plugs’
in interviews
• Accomplished by:– Explaining
features/benefits– Tell where
products are sold– Advertising sales– Answer questions– Introduce new
products
Primary Product Promotion
• Emphasis on product & use, not the brand
• Competition between industries (pork vs beef)
• Good when introducing new concept or completely new product
Secondary (Selective) Product Promotion
• Specific brand or product
• Already known product
• Coca-Cola vs Pepsi
INSTITIUONAL PROMOTION
•GOAL: Create favorable image of the company
•Does NOT directly sell a certain product
INSTITIUONAL PROMOTION
• Used to:– Change
attitudes– Highlight
issues– Inform public– Show
commitment
Donated $5million in bottled water to hurricane-ravaged New Orleans in 2005
Promotion:ADVANTAGES
•Contributions to economy•Supports mass media•Benefits companies
Promotion:DISADVANTAGES
• Deceptive• Manipulative• Offensive• Creates/
reinforces stereotypes
• Plays upon fears• Has limited
abilities
METHODS OF PROMOTION
•ADVERTISING•PUBLICITY•SALES PROMOTION•PERSONAL SELLING
ADVERTISING
• It is advertising if:–The Time or Space devoted
to it is PAID for–Uses a set format– Identifies the sponsor of the
message
ADVERTISING: PROs & CONs
• Reaches large # of people
• Costs per customer
• Choose appropriate media
• Control content• Repeat Viewing• “Presell”
• Can’t focus on individual needs
• $$$$$$• Brief
PUBLICITYPlacing newsworthy
information about a company, product or person in the
media•How does Publicity differ from
Advertising?–PUBLICITY IS FREE
PUBLICITY: PROS & CONS
• FREE• LARGE
AUDIENCE• SEEN AS NON-
BIASED
• GIVE UP CONTROL OF MESSAGE CONTENT AND PRESENTATION
• NEGATIVE PUBLICITY
Kobe Bryant – McDonald’s, Nutella, & Ferrero SpA pulled sponsorship
Tiger Woods – Gatorade, AT&T, Accenture dropped him
SALES PROMOTION
Everything else that a company does to get customers to buy their products and use their
services.(excludes advertising, publicity
and personal selling)
SALES PROMOTIONS
• LOYALTY MARKETING PROGRAMS
• PROMOTIONAL TIE-INS (McDonald’s Monopoly promotion)
• VISUAL MERCHANDISING AND DISPLAYS
• PREMIUMS & INCENTIVES (Buy 1 get one free)
• PRODUCT SAMPLES
• PRODUCT PLACEMENT
PERSONAL SELLING
TO BE COVERED LATER!!