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Business & Marketing. Unit 6: Promotion. Promotional Concepts and Strategies. Chapter 17. Sec. 17.1 – Promotion and the Promotion Mix. What you’ll learn. The role of promotion in marketing The concept of promotional mix The characteristics of personal selling and advertising

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Business marketing

Business & Marketing

Unit 6: Promotion



Sec 17 1 promotion and the promotion mix
Sec. 17.1 – Promotion and the Promotion Mix

What you’ll learn

  • The role of promotion in marketing

  • The concept of promotional mix

  • The characteristics of personal selling and advertising

  • The nature and scope of publicity



Promotion
Promotion

  • Any form of communication a business or organization uses to inform, persuade, or remind people about its products


Product promotion
Product Promotion

  • Used to convince customers to buy your products instead of those of the competition


Institutional promotion
Institutional Promotion

  • Used by a business to create a favorable image for itself


Promotional mix a combination of the different types of promotion
Promotional Mix – a combination of the different types of promotion

  • Personal Selling

  • Advertising

  • Direct marketing

  • Sales promotion

  • Public relations


Personal selling
Personal Selling

  • Any form of direct contact occurring between a salesperson and a customer


Advertising
Advertising

  • Any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor

    • Nationally, businesses spend about $200 billion annually on various types of advertising


Direct marketing
Direct Marketing

  • A type of advertising directed to a targeted group of prospects and customers rather than to a mass audience.

    • Printed direct mail, sent via regular mail to a home or business

    • Electronic direct mail

  • It’s goal is to generate sales or leads for sales representatives to pursue


Sales promotion
Sales Promotion

  • All marketing activities, other than personal selling, advertising, and public relations, that are used to stimulate consumer purchasing and sales effectiveness


Public relations and publicity
Public Relations and Publicity

  • Public Relations – any activity designed to create a favorable image toward a business, its products, or its policies


Pr specialists
PR Specialists

  • Write News Releases -- a prewritten story about a company that is sent to the various media


Writing news releases
Writing News Releases

  • First paragraph should answer Who, What, When, Where, and Why questions.

  • Develop important facts in next few paragraphs.

  • Less important information can follow but should be edited.

  • Include the full name and position of any people mentioned.

  • Include the name, address, and phone number of the contact person.

  • Be brief – only one or two pages. “###” at the bottom of the last page signifies the end.


Public relations and publicity1
Public Relations and Publicity

  • Publicity – a specific kind of public relations that involves placing positive and newsworthy information about a business, its products, or its policies in the media.


Because it is free business often has the least control over publicity

Because it is free, business often has the least control over publicity

http://www.signonsandiego.com/uniontrib/20050503/news_1m3wankie.html

To see negative publicity abut Hogle Zoo, click on the elephant

To see positive publicity about Hogle Zoo, click on the baby Orangutan.

http://www.deseretnews.com/article/600132516/Zoo-goes-ape-over-baby.html


Coordination of promotional mix
Coordination of Promotional Mix over publicity

  • Most businesses use more than one type

  • All types of promotion must be coordinated

  • Must consider the promotional budget


Promotion1

Promotion over publicity

Chapter 17


Transition 17 2

755 over publicity

Transition 17-2

  • With groups of 2 – 4:

    • Brainstorm and list some of the types of promotions you encounter:

      • Discounts, coupons, gifts, free offers, etc.

    • How do these affect your buying decision?

    • How does the promotion affect your feelings toward the business?

    • Would you be likely to buy from that business without a promotion?

  • Save as: Marketing-promotions 17-2-filastname


Types of promotions
Types of Promotions: over publicity

  • Coupons

  • Premiums (Free offers)

  • Limited price discounts

  • Rebates

  • Product Samples


Sec 17 2 types of promotion
Sec. 17.2 – Types of Promotion over publicity

What you’ll learn

  • The characteristics of sales promotion

  • The concept of trade promotions

  • The different kinds of consumer sales promotions


Sales promotion1

Sales Promotion over publicity

Incentives that encourage customers to buy products or services


Trade promotions designed to gain manufacturers wholesalers and retailers support for a product
Trade Promotions over publicity – Designed to gain manufacturers’, wholesalers’, and retailers’ support for a product


Types of trade promotions
Types of Trade Promotions over publicity

  • Promotional Allowances – a cash payment or discounts given by manufacturers to wholesalers or retailers for performing activities to encourage sales.


Types of trade promotions1
Types of Trade Promotions over publicity

  • Cooperative Advertising – A manufacturer supports the retailer by helping to pay for the cost of advertising its product locally.


Types of trade promotions2
Types of Trade Promotions over publicity

  • Slotting Allowances – a cash premium paid for placing a product on a retailer’s shelves


Types of trade promotions3
Types of Trade Promotions over publicity

  • Sales Force Promotions – awards given to managers and employees who successfully meet or exceed a sales quota.


Types of trade promotions4
Types of Trade Promotions over publicity

  • Trade Shows and Conventions

The Consumer Electronics Show is held annually in Las Vegas. Check it out by clicking on the image.


Consumer sales promotions designed to encourage customers to buy a product
Consumer Sales Promotions over publicity– designed to encourage customers to buy a product


Types of consumer promotion
Types of Consumer Promotion over publicity

  • Coupons – certificates that entitle customers to cash discounts on goods or services.


Types of consumer promotion1
Types of Consumer Promotion over publicity

  • Premiums – low-cost items given to consumers at a discount or for free – Should:

    • be low-cost

    • provide added value

    • negate the target audience’s price issue

    • effectively differentiate the product from the competition

    • create an immediate need to buy


Types of premiums
Types of Premiums over publicity

  • Factory packs (in-packs) – free gifts placed in product packages


Types of premiums1
Types of Premiums over publicity

  • Traffic builders – pen, calendar, key-chain given free for visiting or attending event


Types of premiums2
Types of Premiums over publicity

  • Coupon plans – ongoing program offering a premium in exchange for labels, coupons or other tokens from one or more purchases.


Incentives over publicity – generally higher-priced products earned and given through contests, sweepstakes, and rebates

  • Contests – activities that require demonstration of a skill

  • Sweepstakes – game of chance


Incentives
Incentives over publicity

  • Rebates – discounts offered to customers who purchase


Product samples
Product Samples over publicity

  • Free, trial-size sample

  • Distributed through mail, door-to-door, or at a retail or trade show

  • Especially important with new products


Sponsorship
Sponsorship over publicity

  • The sponsoring company pays a fee for the right to promote itself and its products or services at or on a set location

  • May negotiate the right to use logos and names on retail products


Promotional tie in
Promotional Tie-In over publicity

  • Involves arrangements between one or more retailers or manufacturers.

    Ex: McDonald’s and Fisher-Price Toys


Product placement
Product Placement over publicity

  • Featuring a product at a special event, on television, or in the movies

Click on the “Pieces Icon” to learn about the history of product placement.


Loyalty marketing programs
Loyalty Marketing Programs over publicity

  • Frequent buyer programs

  • Reward customers for making multiple purchases


Point of purchase displays
Point-of-Purchase Displays over publicity

  • Placed in high-traffic areas and promote impulse purchases.


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