Retail Agribusiness Sales: Retail Promotional Tools and ... · Retail Promotional Tools and Advertising Alternative Evaluation 1. Which of the following is not a component of a promotional

Retail Agribusiness Sales AS6 Retail Promotional Tools and Advertising

Retail Agribusiness Sales: Retail Promotional Tools and Advertising Notes Page

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Promotional Campaign Components

Choosing Promotional Strategies



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Public Relations Campaign

PR Campaign Components

Developing a Public Relations Campaign



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Advertising Media

Websites



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Blogs

Social Media



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Location of Display

Effective Displays


Retail Agribusiness Sales: Retail Promotional Tools and Advertising AS6.1

Local Promotional Campaign

Select an agribusiness in the community. Answer the questions below to analyze its promotional

campaign.

Business Selected: ______________________________________________________________

Products or services offered: ______________________________________________________

_____________________________________________________________________________

Where does the business advertise? What is included in the ads? How do they seek to influence

customers?

What activities does it carry out to promote public relations?



How are sales promotion devices used to promote products or services and the business?

How is personal selling used by the business?

How effective is each of these components in presenting the merits of products or services or of

the business as a whole? How might they be improved?



Public Relations in Action!

Select a business in the community that has a public relations campaign. Evaluate the campaign

by answering the questions below:

Business Selected: ______________________________________________________________

What type of public relations activities are used by the business?

Are they effective? If so, how do they create goodwill in the community? If not, why?

What might be done to improve the business’s public relations campaign? Assume that the

budget for changes is limited.



National FFA Week Public Relations Campaign



Print Advertisement

Ad #1 ________________________________________________________________________

Is this an effective ad? Why or why not? (Include specifics – font used, headlines or lack thereof,

etc.)

What is the main message the advertisement is trying to convey?

Who is the target audience?

Ad #2 ________________________________________________________________________


etc.)





Ad #3 ________________________________________________________________________


etc.)



Ad #4 ________________________________________________________________________


etc.)





Ad #5 ________________________________________________________________________


etc.)





Advertising Media

MEDIA ADVANTAGES DISADVANTAGES



Advantages and Disadvantages of Advertising Media





Web Page Exploration #1

Web Page _____________________________________________________________________

Name of Business ______________________________________________________________

Owners/Contact Information ______________________________________________________

Item(s) Being Sold/Advertised ____________________________________________________

What (specifically) do you like about this web page?

What (specifically) do you not like about this web page?

What does this web page have that others do not?

What is this page missing that could make it more effective?




Web Page _____________________________________________________________________

Name of Business ______________________________________________________________










Web Page _____________________________________________________________________

Name of Business ______________________________________________________________









Blog Exploration #1

Web Page _____________________________________________________________________

Name of Business ______________________________________________________________



What features does the blog include?

What is the point of the blog?

Who does the blog target?

Do you feel the blog is effective? Why or why not?

What would you change?



Blog Exploration #2

Web Page _____________________________________________________________________

Name of Business ______________________________________________________________



What features does the blog include?

What is the point of the blog?

Who does the blog target?

Do you feel the blog is effective? Why or why not?

What would you change?



Facebook Page Exploration

Facebook Address ______________________________________________________________

Name of Business ______________________________________________________________



What (specifically) do you like about this Facebook page?

What (specifically) do you not like about this Facebook page?

What does this Facebook page have that others do not?

What is this Facebook page missing that could make it more effective?



Facebook Page Exploration

Facebook Address ______________________________________________________________

Name of Business ______________________________________________________________



What (specifically) do you like about this Facebook page?

What (specifically) do you not like about this Facebook page?

What does this Facebook page have that others do not?

What is this Facebook page missing that could make it more effective?



Promotional Displays

Display #1

1st Impressions:

Positives:

Eye Sores:

How would you improve this display?

Display #2

1st Impressions:

Positives:

Eye Sores:




Display #3

1st Impressions:

Positives:

Eye Sores:


Display #4

1st Impressions:

Positives:

Eye Sores:




Promotional Campaign Review

Business Chosen: _______________________________________________________________

Resources Used:

Advertising:



Public Relations:

Sales Promotion:



Personal Selling:



Social Media and Web Promotion and Advertising Evaluation

Use social media and the web to promote and advertise a business, product, or service that is

becoming increasingly popular. As future agribusiness men and women, it is important to be up-

to-speed on these modern techniques.

Create a social media and web promotion/advertising plan for one of the following: Your SAE, a

family business with which you are very familiar, or the local FFA chapter. The instructor may

approve other business/organizations upon request.

This plan should detail the following: Comments

Page 1/2: Title Page & Table of Contents

Page 3: Using the Web – General/summary

explanation of how the web will be used for

the promotion and advertising of this

business

Page 4: Website Layout – Include chosen

theme, goals for the website, illustrated flow

chart of how site will be organized and

linked, content to be included (tabs to click

to get to a new page), page links to other

businesses or organizations

Page 5: Blog – How will a blog be used to

promote and advertise business? What will

be posted? How often will posts be made?

What will be included within the blog?

Page 6: Twitter – Identify business

username, people/businesses you plan to

follow, five examples of posts to promote

business and/or a product/service, how to

drive traffic to website or blog

Page 7: Facebook – What will your

Facebook page look like? Include how you

will use Facebook to promote and advertise

the business, the plan for establishing prime

time to post, how you will get people to

“like” your page

Page 8: Choose one other type of social

media that could be used to promote the

business and explain how the use of that

product will be effective for the business.

10 points

10 points

20 points

20 points

20 points

20 points

20 points



Retail Promotional Tools and Advertising Alternative Evaluation

1. Which of the following is not a component of a promotional campaign?

a. advertising

b. personal selling

c. public relations

d. promotional mix

2. One purpose of the public relations program is

a. to use personal persuasion to convince the potential customer to make a purchase.

b. to increase sales by gaining acceptance in the community for a business.

c. to convince consumers that the business’s product satisfies their needs.

d. to promote one of the products provided by the business.

3. ______________________________ consists of promotional messages placed in

different media to encourage sales.

a. Sales promotion

b. Personal selling

c. Advertising

d. Public relations

4. Promotional mix refers to

a. the different types of advertising used to promote a business.

b. the combination of all the components of a promotional campaign.

c. the combination of advertising and public relations.

d. the various activities that form a part of personal selling.

5. What is the main function of a public relations program?

a. To promote a particular product of a business

b. To promote a particular service of a business

c. To create goodwill in a community toward a business

d. To offset the production of an unsatisfactory product or service

6. What is important when developing a public relations campaign?

a. To have one person organizing and operating the campaign, if possible

b. To spend a lot of money developing and implementing the campaign

c. To have more than one person planning the campaign, if possible

d. To be consistent and avoid making any changes in the campaign

7. Which of the following is a step in planning an effective display?

a. Look at old displays and try to make a new display similar to them

b. Establish a theme

c. Capitalize on traditional methods of promotion

d. Form setting by rearranging materials from the last display



8. Where displays would be used?

a. At fairs

b. In store windows

c. On store shelves

d. All of the above

9. Which of the following is an effect that can enhance a display?

a. Use similar, ordinary sizes and shapes so the customer can identify with them

b. Keep the display predictable so customers are not shocked

c. Add sound to attract customers

d. All of the above

10. Which of the following is true of displays at points of purchase?

a. Points of purchase are the areas with the most customer traffic

b. Display items at points of purchase should be expensive to attract customers’

attention

c. Customers often do impulse buying at points of purchase

d. Points of purchase have higher visibility than outside display

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Retail Agribusiness Sales: Retail Promotional Tools and ... · Retail Promotional Tools and Advertising Alternative Evaluation 1. Which of the following is not a component of a promotional