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Promotions

Promotions. Promotions Defined. Communication designed to facilitate exchanges with members of potential client groups by communicating the benefits offered by the program/service. Promotions Mix. Sales Promotions & Incentives. Advertising. Personal Selling. Publicity.

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Promotions

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  1. Promotions

  2. Promotions Defined • Communication designed to facilitate exchanges with members of potential client groups by communicating the benefits offered by the program/service.

  3. Promotions Mix Sales Promotions & Incentives Advertising Personal Selling Publicity

  4. Sales Promos & Incentives • Something of financial value offered to encourage participation in a program or use of a service….intro stage of lifecycle

  5. Sales Promos & Incentives Promotional Pricing • 2 for 1 • Half price • Buy 5 get 1 free • 50% off • Pepsi Cans • Family nights • $.99 night Danger: -Expect promotional price – reference price - Sales drop after promo Free offers • Free first lesson • Child free • Passes • Trial size Prizes • T-shirts • Giveaways • Contests • Door prizes Celebrities • Openings • Endorsements • Use fame to enhance image

  6. Personal Selling • Using direct, face to face oral presentation for the purpose of facilitating exchange

  7. Sales… • Sponsors • Service clubs • Every day participants • Media

  8. Personal Selling • Expensive but allows for relationship marketing • Build relationship with the customer • Allows for benefit selling • Can create new benefits to offset negativity toward product

  9. Publicity • Unpaid form of non-personal communication, in which the agency is not identified as being the direct sponsor of the communication. • Examples…. • Photo or story in the paper • Radio news story

  10. How to Get Publicity • Story is ideal for a particular format • Special interest • Section specific • Story will be interesting to the audience • Marbles tournament - nostalgia

  11. How to Get Publicity • Use carefully selected gimmicks • T-giving on the Mayflower • Waterslide races • Bald is Beautiful Party • Newsworthy story….

  12. Timing Public scope Recognized achievement Area Influence Milestones Controversy Neighborhood Factor Large interest base Human Interest The Newsworthy Story

  13. News Releases • Top information • For Immediate Release • Date • Contact name, title, phone • May differ from last paragraph

  14. 2011

  15. News Releases • Headline • 10 words or less • Normal apartment-building boom may slow • Sustainability committee progressing on campus • ISU Runs Past Western • To the point, not “pun”ny • Take A Glance At ISU Head Coach Career

  16. 2011

  17. News Releases • Opening paragraph • Summary lead • 5 W’s & H • Who, what, when, where, why, how • Summarize the news release • Following paragraphs provide detail • The hook – what will interest them?

  18. Hook

  19. News Releases • Body • Inverted pyramid • NOFLUFF • any and all self promotion which in turn makes your press release sound like an advertisement • “Want to have fun and meet new people?” • Join us for this fun, fabulous event…” • “The biggest event ever” • Quotes…

  20. News Releases • Closing paragraph • Critical contact info

  21. News Releases • Design issues • 8.5 x 11 paper • 1 inch margins, double spaced • 1 sided paper…electronic submissions • -more- • ###

  22. News Releases • Misc info • Keep it to 400-500 words • Make the information interesting, factual, and newsworthy • Keep it short, succinct, and simple • News release campaign • Find a new angle each week

  23. Public Service Announcement • Broadcast Media • PSA’s vs. news releases • Format • Fluff vs. fact • All caps • Double spaced • Length • 10 sec – 10-15 words • 30 sec – 53-65 words • 60 sec – 120-125 words See Deep Sea Adventure example

  24. Assignment • Write a news release for your selected program • Write a PSA for your selected program • Due Thursday

  25. Advertisement

  26. Advertising • Difference between advertising & publicity • Which is more credible? Why? • Which do you have more control over?

  27. Publicity v. Advertising • Publicity • Free • +/- • No control • Limited means • Newspaper, radio, TV • Advertising • Paid • + • Full control • Multiple entities…

  28. Banners Street poles Electronic message boards Dasher boards In-ice or on-field messages Courtside messages Scoreboards Superimposed ads for television Logo placement opportunities Restroom boards Examples

  29. Media Considerations • Preferences of target market • Students vs professors • Product • Corvette vs. Domino’s pizza • Message • Simple vs complex • Cost….reach, frequency, size/length

  30. Reach vs. Frequency • Potential to produce exposure to a message in a target audience segment • Unduplicated portion of the population that is exposed to a message at least once during a 4 week period Reach Dictate cost!

  31. Reach vs. Frequency • # of times within a 4 week period that the average person in the TM is exposed to the message Frequency Dictate cost!

  32. Newspaper • Broad reach for a variety of target markets • Allows for in depth examination • Coverage is timely and flexible • Repetition needed • Sense of immediacy • Local emphasis • Longevity in household for repeat reference • Small secondary circulation

  33. Newspaper • The paid stuff • Classified ads • Car Show, Craft Fairs • Display ads • Examples

  34. Newspaper • The paid stuff • Choice of days • Days your agency is open (Hobby Lobby) • Monday – male • Wednesday – female • Friday – entertainment • Sunday – highest circulation • Saturday – lowest circulation

  35. Newspaper • The paid stuff • Costs • Column inches • Size (example) • Cost per column inch… # of inches # of columns

  36. Newspaper • The paid stuff • Costs • Ad stacking • Quantity discount • Placement request cost • Front half, right side, above the fold • Color…weather page

  37. Newspaper • The paid stuff • Ad design tips • Strong headline • Include a border– makes sm. ad look bigger • Include address & phone # • Show pic of product or logo

  38. Newspaper • The sponsored stuff • Inserts • Sports Plex • Octopus • The free stuff • Publicity • News releases • Stories

  39. Media Buy Sheets Date of the event:__ May 1_____________ Registration deadline if applicable: ___NA________

  40. Television • Most able to invoke emotional responses, believability, trust • Immunity of exposure…requires creativity • Good physical demonstration • Cost… • Maximum reach but $$$$$ • Trade-off between cost & effectiveness • WMBD eg.

  41. Television…Good commercials • Entertaining & memorable • Clear message immediately • Visual • High quality • Truthful • Contains a call to action…buy the product • More content than special effects • Voiceovers that inspire confidence vs kids

  42. Television • The paid stuff • Individual ads • Packages • Ad rates….

  43. Television • The sponsored stuff • Gus Macker – Live slam dunk • Taste – spots, $ for t-shirts, on air personalities, WICD tent

  44. Television • The free stuff • News coverage…publicity • Legitimate events • Gimmicks – Camels, Macker basket set-up • Mentions on the news • Flower Islands…peacock • T-shirts to Judy Fraser • Hootie Hoo day at Hessel Park • 10 minute segments • Zoo animals

  45. Media Buy Sheets Date of the event:__ May 1_____________ Registration deadline if applicable: ___NA________

  46. Billboards • Relatively inexpensive but effective • Ability to target market is limited • Requires strategic location • Hits consumers when they are in the marketplace. • Frequency is key • Can’t turn off a billboard • Simple message only

  47. Billboards • Cost • Based on “daily effective circulation”…Traffic • Number of people passing per day • Lighted vs. dark billboard • Digital LED • Production costs not included: $900-$2500 • Size • Varies (ie. BN 6’ x 12’ to 12’ x 24.5; interstate 20’ x 60’)

  48. Billboards

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