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Unit 6 Promotion Unit 6 Promotion Chapter 17 Promotional Concepts and Strategies Chapter 18 Visual Merchandising and Display Chapter 19 Advertising Chapter 20 Print Advertisements Chapter 17 Promotional Concepts and Strategies • Section 17.1 Promotion and Promotional Mix • Section 17.2 Types of Promotion Promotion and Promotional Mix Key Terms promotion product promotion Objectives institutional promotion Explain the role of promotion in business and advertising marketing direct Identify the various types of promotion marketing sales Distinguish between public relations and promotion publicity public relations news release publicity promotional mix push policy pull policy Marketing Essentials Chapter 17, Section 17.1 Promotion and Promotional Mix Objectives Write a news release Describe the concept of the promotional mix Marketing Essentials Chapter 17, Section 17.1 Promotion and Promotional Mix Graphic Organizer In a chart like this one, take notes about the five elements of the promotional mix and give examples for each. Marketing Essentials Chapter 17, Section 17.1 The Concept of Promotion promotion Decisions about advertising, Promotion X is persuasive communication. The personal selling, sales promotion, goals of promotional activities are summarized by and publicity the phrase AIDA: used to attract potential • Attract Attention customers. • Build Interest and Desire • Ask for Action Marketing Essentials Chapter 17, Section 17.1 The Concept of Promotion product promotion A promotion A business uses product promotion X to convince method prospects to select its products or services instead businesses use of a competitor’s. to convince consumers to select its products or services. Marketing Essentials Chapter 17, Section 17.1 The Concept of Promotion Promotional activities: • Explain the major features and benefits of a product/service • Identify where it is sold and advertise sales • Answer customer questions • Introduce new offerings Marketing Essentials Chapter 17, Section 17.1 The Concept of Promotion institutional promotion A promotion method used to Institutional promotion X is used to: create a favorable • Create a favorable image for a business image for a business, help it • Help an organization advocate for change advocate for change, or take a • Take a stand on trade or community issues stand on trade or community issues. Institutional promotion fosters a favorable image for the company. Marketing Essentials Chapter 17, Section 17.1 Types of Promotion in the Promotional Mix There are five basic categories in the promotional mix: • Personal selling • Advertising and direct marketing • Sales promotion • Public relations Marketing Essentials Chapter 17, Section 17.1 Types of Promotion in the Promotional Mix Personal selling involves direct contact between salespeople and customers. This can take place in the forms of: • Personal meetings • Telemarketing • E-mail contact and other correspondence Marketing Essentials Chapter 17, Section 17.1 Types of Promotion in the Promotional Mix advertising A form of nonpersonal Advertising X is a form of nonpersonal promotion promotion in which companies and one-way communication. It can be found in pay to promote places including: ideas, goods, or services in a • Newspapers and magazines variety of media • Television and Web sites outlets. • Billboards and city buses Marketing Essentials Chapter 17, Section 17.1 Types of Promotion in the Promotional Mix direct marketing A type of advertising Direct marketing X is a type of advertising directed to a directed to a targeted group of prospects targeted group of rather than to a mass audience. Two forms prospects and are: customers rather than to a mass • Printed direct mail audience. • Electronic direct mail Marketing Essentials Chapter 17, Section 17.1 Types of Promotion in the Promotional Mix sales promotion All marketing Sales promotion X represents all marketing activities–other than personal activities–other than personal selling, advertising, selling, and public relations–that are used to stimulate advertising, and purchasing and sales. Its objectives are to: public relations– that are used to • Increase sales and inform customers stimulate • Create a positive business or corporate image purchasing and sales. Marketing Essentials Chapter 17, Section 17.1 Types of Promotion in the Promotional Mix public relations (PR) Activities that Public relations X (PR) activities try to create a help an organization favorable image for a company, its products, or its influence a target policies. They can enable an organization to audience. influence a target audience. Another public relations’ goal is to cultivate media relations with reporters who cover a specific industry. Marketing Essentials Chapter 17, Section 17.1 Types of Promotion in the Promotional Mix news release An announcement that is sent by a A news release X is an announcement that is sent business or organization to to media outlets. It can be used to announce media outlets. newsworthy developments, such as news about products, distribution channels, facilities, partners, revenues, employees, and events. Marketing Essentials Chapter 17, Section 17.1 Types of Promotion in the Promotional Mix publicity A tactic that public relations Publicity X involves bringing news or newsworthy professionals use to bring information about an organization to the public’s information attention. This process is also known as placement. about an organization to The main function of publicity is to develop a the public’s positive perception or awareness of the attention. organization in the marketplace. Marketing Essentials Chapter 17, Section 17.1 The Concept of Promotional Mix promotional mix A combination of A promotional mix X is a combination of strategies and a strategies and a cost-effective allocation of cost effective resources a company uses to reach its promotional allocation of goals. The strategies are designed to complement resources. one another: • Advertising and direct marketing create public awareness. Marketing Essentials Chapter 17, Section 17.1 The Concept of Promotional Mix • Public relations helps cultivate a favorable image and brand recognition. • Sales promotional activities stimulate sales and reinforce advertising. • Personal selling builds on all of these efforts by completing the sale. Marketing Essentials Chapter 17, Section 17.1 The Concept of Promotional Mix It is important to consider all aspects of the promotional mix when developing the promotional budget. There is no precise way to measure the exact results of spending promotional dollars. Marketing Essentials Chapter 17, Section 17.1 The Concept of Promotional Mix push policy A manufacturer uses a mix of personal selling, The push policy X of promotion pushes the advertising, and product to the retailer. Its main purpose is to buying discounts convince a retailer to stock the promoted product. to promote a product to large The pull policy X creates consumer interest and retailers that sell demand, thereby convincing retailers to stock the its products. promoted item. pull policy A process that directs promotion towards consumers. Marketing Essentials Chapter 17, Section 17.1 SECTION 17.1 REVIEW SECTION 17.1 REVIEW - click twice to continue - Types of Promotion Key Terms sales promotions trade Objectives promotions Define sales promotion consumer promotions Explain the use of promotional tie-ins, trade coupons sales promotions, and loyalty marketing programs premiums incentives promotional tie-ins Marketing Essentials Chapter 17, Section 17.2 Types of Promotion Graphic Organizer Draw a two-column chart like this one to list examples for each type of sales promotion. Marketing Essentials Chapter 17, Section 17.2 Sales Promotion sales promotions All marketing Sales promotions X are incentives that activities—other than personal encourage customers to buy products or services. selling, They can be used to: advertising, and public relations— • Encourage customers to try a new product that are used to • Build awareness and reward loyalty stimulate purchasing and • Increase purchases by current customers sales. Marketing Essentials Chapter 17, Section 17.2 Trade Promotions trade promotions Sales promotion Trade promotions X are sales promotion activities designed to get activities designed to get support for a product support for a from: product from manufacturers, • Manufacturers wholesalers, and • Wholesalers retailers. • Retailers Marketing Essentials Chapter 17, Section 17.2 Trade Promotions Promotional allowances represent cash payments or discounts given by manufacturers to wholesalers or retailers for performing activities to encourage sales. Cooperative advertising happens when a manufacturer helps to pay the cost of local advertising. Marketing Essentials Chapter 17, Section 17.2 Trade Promotions Trade shows and conventions showcase a particular line of products. They provide businesses with opportunities to: • Introduce new products • Encourage increased sales of existing products • Meet customers and partners Marketing Essentials Chapter 17, Section 17.2 Consumer Promotions consumer promotions Sales strategies Consumer promotions X are sales strategies that that encourage encourage customers and prospects to buy a customers and product or service. Major consumer sales prospects to buy promotion devices include: a product or service. • Coupons and incentives • Premium deals and product samples Marketing Essentials Chapter 17, Section 17.2 Consumer Promotions • Sponsorships • Promotional tie-ins • Product
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