Product promotion l.jpg
This presentation is the property of its rightful owner.
Sponsored Links
1 / 15

Product Promotion PowerPoint PPT Presentation


  • 143 Views
  • Updated On :
  • Presentation posted in: General

Product Promotion. ApEc 4451. Communication Process. Consider: - Source: who/what will convey info. - Message: factual; emotional (fear, sex appeal, humor). - Receiver. Communicating effectively; - Sender & receiver must have shared field of experience.

Download Presentation

Product Promotion

An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -

Presentation Transcript


Product promotion l.jpg

Product Promotion

ApEc 4451


Communication process l.jpg

Communication Process

  • Consider:

    - Source: who/what will convey info.

    - Message: factual; emotional (fear, sex appeal,

    humor).

    - Receiver.

  • Communicating effectively;

    - Sender & receiver must have shared field of experience.

    - Feedback: from receiver to sender.

    - Noise: want to reduce extraneous factors.


Major methods l.jpg

Major Methods

  • Personal Selling: direct presentation of product to perspective customer.

  • Advertising: non-personal paid communication.

    - TV, radio, print, billboards, internet.

    - Less mass market; more targeted selling.

  • Sales promotion: temporary incentives to encourage purchases.

  • Public relations: to create favorable attitude toward company and its products.

  • (Publicity): news coverage; can be positive or negative.


Trade oriented sales promotion l.jpg

Trade-oriented sales promotion

  • Allowances & discounts.

  • Cooperative advertising.

  • Slotting fees.


Consumer oriented sales promotion l.jpg

Consumer-oriented sales promotion

  • Coupons- paper to electronic.

  • Premiums.

  • Deals- short-term price reductions.

  • Contests- need to do something to win (skill; ability).

  • Sweepstakes- win purely by chance.

  • Samples- tasting.

  • Point-of-purchase display.

  • Sponsorship of events.


Advantages disadvantages l.jpg

Advantages & Disadvantages

  • Personal selling:

    - Permits flexible presentation and gains immediate response.

    - Costs more than other forms per contact.


Slide7 l.jpg

  • Advertising:

    - Can reach large audience.

    - Cost in relation to audience.

    - Control over message.

    - Considerable waste.

    - Hard to close sale.

    - Hard to demonstrate product.

    - Difficult to measure results.


Slide8 l.jpg

  • Sales promotion:

    - Gains attention & has immediate effect.

    - Easy for others to imitate or match.


Slide9 l.jpg

  • Public Relations:

    - High degree of believability when done right.

    - Not as easily controlled as other forms.

    - Difficult to measure or demonstrate the results.


Hierarchy of effects model l.jpg

Hierarchy of Effects Model

  • Awareness (to inform)

  • Knowledge

  • Liking (to persuade)

  • Preference

  • Conviction

  • Adoption (Purchase).

  • Remind.


Effective advertising aida l.jpg

Effective Advertising (AIDA)

  • Gets consumers attention.

  • Holds her/his interest.

  • Arouses their desire.

  • Leads to consumer action to buy.


Packaging l.jpg

Packaging

  • Functional benefits:

    - Protection.

    - Convenience.

    - Storage (shelf life).

    - Preservation of quality (freshness).

    - Consumer protection (tamper

    resistance).


Slide13 l.jpg

  • Perceptual benefits:

    - Perception by the consumer:

    - Can connote status, economy,

    quality.

    - Influenced by color; shape.

    - Repackaging of existing products.


Slide14 l.jpg

  • Communication benefits:

    - Promotion and advertising at point of purchase decision.

    - Ingredients.

    - Nutrition information.

    - Directions.

    - Menus.


Packaging trends l.jpg

Packaging Trends

  • Reduced & recyclable (to reduce environmental impact & cost).

  • More package sizes – smaller for 1-2 people; also large economy size (Sam’s Club; Costco).

  • Packaging for convenience.


  • Login