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Effective Promotion Strategies: Enhancing Communication and Image Building

Learn the various types of promotion and how they can be used to inform, persuade, and remind people about products, as well as improve the image of a business or company. Discover the purposes and benefits of promotion, including advertising, sales promotion, personal selling, publicity/public relations, and visual merchandising.

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Effective Promotion Strategies: Enhancing Communication and Image Building

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  1. PROMOTION Any form of communication a business or company uses to inform, persuade, or remind people about products and to improve its image

  2. Discussion • How are promotion and communication similar?

  3. Lesson Objectives • Define promotion • Identify purposes of promotion • Define institutional promotion • Identify 5 types of promotion • Define promotional mix

  4. Purposes of Promotion • Convince potential customers to buy • Explain features/benefits of products • Tell where products are sold • Advertise sales on products • Answer customers’ questions • Introduce new products • Create a favorable image of the company or product

  5. Institutional Promotion Used to create a favorable image of the company, rather than to directly sell products

  6. Discussion • Why would an organization promote itself and not its products?

  7. Types of Promotion • Advertising • Sales Promotion • Personal Selling • Publicity/ Public Relations • Visual Merchandising

  8. ADVERTISING The non-personal presentation of ideas and products by an identified sponsor. **PAID FOR**

  9. Discussion • Describe the process or steps that happen when communication is taking place.

  10. SALES PROMOTION 2 for 1 Sale Buy One, Get One Free $2 off after 8PM on Tuesday • stimulate purchases • increase store traffic

  11. PERSONAL SELLING The PERSONAL presentation of a product or company to one or more potential buyers

  12. Discussion Is telemarketing a form of promotion? If so, what type of promotion is it?

  13. PUBLICITYPUBLIC RELATIONS Creating demand for a business or product by placing news about it in the media

  14. Visual Merchandising The coordination of all physical elements in a place of business so that it projects the right image to its customers

  15. Discussion • List one situation or product for which each type of advertisement would be appropriate.

  16. Can you name a type of business that… • Uses a lot of advertising and sales promotion, but very little personal selling? • Uses very little advertising, but lots of personal selling?

  17. What types of promotion do you think the following businesses use? • Hayes Chrysler/Jeep • Ruby Tuesday • Cigarette manufacturers • Avon Corporation • ebay

  18. The combination of promotion types represents a product’s PROMOTIONAL MIX

  19. Quiz Describe the promotional mix that would be appropriate for a business and product(s) that you choose. Explain how you would use each type of promotion. Tell why you would or would not use each type of promotion.

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