Students will understand and demonstrate knowledge of promotion
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Students will understand and demonstrate knowledge of Promotion. Standard 2. Objective 2.1. Understand the role of Promotion Define Promotion: Any form of communication a business or organizations uses to inform, persuade or remind. Why is Promotion Important?.

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Students will understand and demonstrate knowledge of Promotion

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Students will understand and demonstrate knowledge of Promotion

Standard 2


Objective 2.1

  • Understand the role of Promotion

  • Define Promotion:

    • Any form of communication a business or organizations uses to inform, persuade or remind.


Why is Promotion Important?

  • Since businesses must continually promote their organizations, products and policies to gain customer acceptance, you will need to learn successful promotional strategies.

  • These strategies make up the

    Promotional Mix


Objective 2.2 – What is the Promotional Mix?

  • The promotional mix is a combination of the different types of promotion. There are four basic types of promotion:

    • Advertising

    • Publicity/Public Relations

    • Personal Sales

    • Sales Promotion


1. Advertising

  • Advertising is any paid form of non-personal promotion of ideas, goods or services. Advertising can be found anywhere from magazines, TV and internet to anything that is ONE-WAY communication.


2. Public Relations/Publicity

  • Public relations - The method or activities of establishing and promoting a favorable relationship with the public.

  • Publicity is part of public relations and involves placing newsworthy information about a business, product or policy in the media.

  • It’s mostly free.


3. Personal Sales

  • Personal sales are when individuals make contact with potential buyers face-to-face to promote their business, products or policies.


4. Sales Promotion

  • Sales promotion represents all marketing activities other than the three already mentioned, like:

    • Contests

    • Fashion shows

    • Coupons

  • Used to stimulate consumer purchase immediately


  • Factors affecting the promotional mix:

    • Technology

    • Economy

    • Market

    • Distribution


  • Match the examples below to one of the 4 strategies in the promotional mix: (advertising, publicity, personal sales, sales promotion)

2. Insurance sales

4. Coupon

1. TV Commercial

3. News release

6. Fashion Show

5. contest

7. Home Tupperware Party

7. Magazine Ad


Answers to Matching

  • 1. Advertising (one-way paid communication)

  • 2. Personal sales

  • 3. Publicity

  • 4. Sales Promotion

  • 5. Sales Promotion

  • 6. Sales Promotion

  • 7. Advertising

  • 8. Personal Sales


Advertising


Public Relations/Publicity


Personal Sales


Sales Promotion


Different Types of Sales Promotions

  • Trade Promotions –sales promotion activities are designed to gain manufacturers’, wholesalers’ and retailers’ support for a product. More money is actually spent on promoting to businesses than to consumers.

    • Major trade promotions include:

      • Slotting –

      • Buying Allowances –

      • Trade shows & conventions -


  • Slotting – paid by the manufacturer to the retailer for placing their new products on the shelves, store advertising and display costs.

  • Buying Allowances – a price discount given by manufactures to retailers to encourage them to buy more.

  • Trade shows & Conventions – designed to reach wholesalers and retailers to display new products and/or increase sale of previous products.


Different Types of Consumer Sales Promotions

  • Premiums – low cost items given to customers

  • Incentives – generally products earned through contest, sweepstakes and rebates

  • Product Samples –

    in store or by mail

  • Product tie-in’s or co-operative advertising- cost sharing arrangement whereby both a supplier and advertiser pay for advertising & promo


Different Types of Consumer Sales Promotions- cont.

  • Product placement – product recognition developed by featuring products in special events, TV, movies, etc.

  • Visual Merchandising & Display– coordination of all physical elements to project the right image to its consumers. Displays refers to the artistic and visual aspects used to present a product.

  • Loyalty Programs –

    frequent buyer rewards


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