Promotion Advertising Media Visual Merchandising Written Advertising Publicity and Public Relations Promotion Promotion is any form of communication a business or organization uses to inform, pursuade or remind.
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Promotion Advertising Media Visual Merchandising Written Advertising Publicity and Public Relations 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 Advertising the nonpersonal presentation and promotion of ideas, goods and services by an identified sponsor. 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 the nonpersonal presentation and promotion of ideas, goods and services by an identified sponsor. 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 news Often free Has the potential for negative image Sales Promotion is the use of marketing devices such as displays, premiums and contest to stimulate purchases Displays windows floor counter 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 promotion a business uses to get customers to buy its products – – – – – 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 the a customer who’s 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 Whip Brand Mark- Ford’s Blue Oval, US postal service Eagle Trade 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 viewers 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.