Unit 8 Promotion Promotion What are your first impressions of this ad? After glancing at the ad, did it make you want to stop and read it? How.
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Transcript Unit 8 Promotion Promotion What are your first impressions of this ad? After glancing at the ad, did it make you want to stop and read it? How.
Unit 8
Promotion
Promotion
What are your first
impressions of this ad?
After glancing at the ad,
did it make you want to
stop and read it?
How does this ad motivate
its target market to action?
Unit 8 Vocabulary
Advertising
Advertising Agencies
Advertising Campaign
Audience
Broadcast Media
Consumer Promotions
Cost per Thousand (CPM)
Coupons
Direct Marketing
Display
Fixtures
Frequency
Impression
Incentives
Institutional Advertising
Institutional Promotion
Kiosk
Marquee
Media
Media Planning
News Release
Online Advertising
Point-of-Purchase Displays
Premiums
Print Media
Product Promotion
Promotion
Promotional Advertising
Unit 8 Vocabulary
Promotional Mix
Promotional Tie-ins
Publicity
Public Relations
Pull Policy
Push Policy
Sales Promotion
Store Layout
Storefront
Specialty Media
Trade Promotions
Transit Media
Visual Merchandising
Unit 8 Essential Question
How is promotional
knowledge and skill in
communicating information
used to achieve a desired
marketing outcome?
Essential Question 1
Promotion
What
is the purpose of promotion?
What is promotion?
Any
form of communication used by
a business to inform, persuade, or
remind people about its products and
improve its image.
There are two forms of promotion:
– Product
– Institutional
Forms of Promotion
Product:
–
–
–
–
–
Creates an interest in the product.
Introduces new products and businesses.
Explains a product.
Supports personal selling efforts.
Creates new markets.
Institutional:
– Creates a favorable impression and goodwill for a
business or an organization.
– Presents information about the companies role in the
community.
Essential Question 2
Promotion
What
are the types of promotion?
Types of Promotion
Advertising
Public Relations
Direct Marketing
Sales Promotion
Personal Selling
DR. DIWAKAR NAGULA last week opened Southeast
Spine & Rehabilitation at 130 North Gross Road,
Kingsland. He specializes in treating chronic pain with
traditional medicine as well as chiropractic
manipulation and physical therapy. (Tribune &
Georgian photo/Renee M. Liss)
Types of Promotion
Advertising:
Paid presentation of
ideas, goods, or services directed
toward a mass audience
Types of Promotion
Public
Relations: Activities used by
an organization to create a favorable
image for itself, its products, or its
policies.
Types of Promotion
Direct
Marketing: Type of
advertising directed to a targeted
group of prospects and customers
rather than a mass audience.
– Snail Mail
– E-Mail
Types of Promotion
Sales Promotion: Marketing activities –
other than advertising, public relations, and
personal selling – that are used to stimulate
purchasing and sales
– Usually involves short term activities.
– Offers some type of incentive: product earned
or given away
– Can be successfully used in all channels of
distribution.
Types of Promotion
– Types of Sales Promotions
» Trade Promotions: Activities designed
to get support for a product from
manufactures, wholesalers, and retailers
Promotional Allowances
Cooperative Advertising
Slotting Allowances
Sales Force Promotions
Trade Shows and Conventions
Promotional Mix
– Types of Sales Promotions
» Consumer Promotions: Strategies that
encourage customers to buy a product or
service
Coupons
Premiums
Deals
Incentives
Product Samples
Sponsorships
Promotional Tie-Ins
Product Placement
Visual Merchandising
Types of Promotion
Personal
Selling: Oral presentations
to one or more potential buyers with
the intent of making a sale.
The responsibility of sales personnel.
– Order - taking personnel
– Order - getting personnel
The
most flexible and individualized
type of promotion available.
Essential Question 3
Promotion
What
strategies are used to develop
the promotional mix?
Promotional Mix
Promotional Mix: Combination of
promotional strategies and cost-effective
allocation of resources
Strategies are designed to complement one
another
– Advertising and direct marketing create awareness
of a product
– Public relations creates a favorable image and brand
recognition
– Sales promotions stimulate sales and reinforce
advertising and selling efforts
– Personal selling builds on the previous by
completing the sale
Promotional Mix
Special promotional mix strategies
– Push Policy: Uses a mix of personal selling,
advertising, and buying discounts to push a
manufactures products onto the retailer in
the distribution channel.
– Pull Policy: Uses a mix of local and
national advertising, in-store displays, sales
promotion, and public relations to reach
customers to create a demand which will
pull the product into the retail outlet.
Essential Question 4
Promotion
What
are the different types of
advertising media and associated
costs?
Advertising (Print Media)
Newspaper
TIMES
Finance News
Magazines
Advertising (Print Media)
Direct
Mail
Outdoor
Advertising
Advertising (Print Media)
Directories
Transit
Advertising
Advertising (Print Media)
Other
print media.
Advertising (Broadcast Media)
Television
Advertising (Broadcast Media)
Radio
Internet
Media Costs
Newspaper
– Classified Ad: Advertise everything from
services performed to houses for sale to job
openings.
– Display Ad: Involve creative illustration of
the product being advertised.
Media Costs
Newspaper
– Run-of-Paper Rate: Allows the newspaper to
decide where to run the ad in the paper.
– Open Rate: Rate charged to businesses that
advertise infrequently.
– Contract Rate: Discounted rate offered to
business that advertise more frequently and
for a specified period of time.
Media Costs
Magazine
– Bleed: Ads are printed to the very edge of the
page, leaving no white border. Generally
costs 15 to 20 percent extra.
– Black-and-White Rates: Lowest rates
offered and the ads are in black and white.
– Color Rates: Rates increase for each color
added.
– Full-Color: The most expensive rate and all
four print colors are used.
Media Costs
Magazine
– Premium Position: Rates determined as to
where the ad is placed in the magazine.
– Frequency Discounts: Offered to advertisers
who run the same ad several times during the
year.
– Commission: A percentage of sales given by the
magazine to the advertising agency for placing
the ad for the advertiser.
– Cash Discounts: Offered to businesses for
paying the bill earlier than its due date.
Media Costs
Radio
– Network Radio Advertising: Broadcast from a studio
to all affiliated radio stations.
– National Spot Radio Advertising: Used by national
firms to advertise on a local station-by-station basis.
– Local Radio Advertising: Used by local business for its
target market.
Television
– Vary with time of day. The most expensive is prime
time 7 to 11 P.M.
Media Costs
CPM
– Cost Per Thousand
– Cost to expose 1000 readers to the ad.
CPM = cost of ad X 1000
Circulation
Essential Question 5
Promotion
What
is cooperative advertising?
Cooperative Advertising
Type of trade promotions where the
manufacturer supports the retailer by
helping to pay for the cost of advertising its
product locally.
Essential Question 6
Promotion
What
are the differences between
publicity and public relations?
Public Relations
Types of Public Relations
– News Releases: An announcement sent by a
business or organization to media outlets
» Feature Articles
» Photos
» Press Conference
Public Relations
Types of Public Relations
– Publicity: Involves bringing news or
newsworthy information to the public’s
attention
» Builds a business’ image.
» Publicity is free.
» Not much control over the message being
sent to the public.
Essential Question 7
Promotion
How
do the various media impact
the public?
Media Impact
Media: The agencies, means, or
instruments used to convey advertising
messages to the public.
–
–
–
–
Print Media
Broadcast Media
Online Media
Specialty Media
Media Impact
Media Planning: Process of selecting the
advertising media and deciding the time or
space in which ads should appear
To establish the media plan and select the
right medium, advertisers address three
basic questions:
1. Can the medium present the product and the
appropriate business image?
2. Can the desired customers be targeted with
medium?
3. Will the medium get the desired response rate?
Essential Question 8
Promotion
How
do ethics and legal issues
impact promoting and advertising a
product or service?