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Promotion, Advertising, and Marketing. From foukeffa.org Written by Steve Bouchard Oakcrest High School, NJ Modified by Georgia Agricultural Education Curriculum Office To accompany the Georgia Agriculture Education Curriculum Course 01051 July 2002. Promotion. Advertising Media

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promotion advertising and marketing

Promotion, Advertising, and Marketing

From foukeffa.org

Written by Steve Bouchard

Oakcrest High School, NJ

Modified by Georgia Agricultural Education Curriculum Office

To accompany the Georgia Agriculture Education Curriculum Course 01051

July 2002

promotion

Promotion

Advertising Media

Visual Merchandising

Written Advertising

Publicity and Public Relations

Oakcrest Floral Design 2000

promotion1
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
Types of Promotion
  • Advertising
  • Publicity
  • Sale Promotion
  • Personal Selling
advertising
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
advertising1
Advertising

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
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
Sales Promotion

the use of marketing devices such as displays,

premiums and contest to stimulate purchases

  • Displays
    • windows
    • floor
    • counter
    • visual forms of merchandising
sales promotion1
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 Selling

personal contact with the buyer in an oral

fashion:

  • Order taker
  • Order getting

Most flexible and individualized promotion

device

promotional mix
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
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
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 a customer whose mind is already made up

media types
Media Types
  • Print Media
    • Newspapers
    • Magazines
    • Direct Mail
    • Billboards
    • Directory Advertising
    • Transit Advertising
broadcast 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 advertising1
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
Specialty Advertising
  • Relatively inexpensive novelty items with an advertisers name printed on them
    • hats
    • pens
    • calendars
    • memo pads
    • give away items
brands
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, U.S. 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
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 media1
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
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 ad1
Parts of a Print Ad

Copy - the selling message

Conversational

Appealing

Dramatic

Humorous

Informative

parts of a print ad2
Parts of a Print Ad

Illustration - the photograph or drawing of

the product

Attract attention

Create Interest

Arouse Desire

parts of a print ad3
Parts of a Print Ad

Signature - logotype, business id,

trademark, phone number, etc...

visual merchandising
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
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 merchandising1
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 merchandising2
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
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 viewer’s eye over the materials
  • Texture - surface quality
artistic elements1
Artistic Elements
  • Proportion - relationship between elements
  • Balance - placement size elements
  • Motion - attracts attention
  • Lighting - attracts and highlights items for display
public relations
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 relations1
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
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.