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Think Critically…. “Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read.” Leo Burnett

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think critically
Think Critically…
  • “Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read.”

Leo Burnett

Take 2-3 minutes to consider this statement, jot down your ideas about why this may be a recipe for success. We will share these ideas in small groups and then talk about what we came up with as a class.

unit 6 promotion

Unit 6: Promotion

Chapters 17,18,19,20

Marketing i

chapter 17

Chapter 17

Promotional Concepts and Strategies

chapter 17 1 promotion and promotional mix
Chapter 17.1: Promotion and Promotional Mix
  • Promotion: persuasive communication
    • Used to inform people about a product/service
    • Used to enhance public image/reputation
  • AIDA
    • Attract Attention
    • Build Interest
    • Build Desire
    • Ask for Action
  • Product Promotion: convince prospects to select its products or services instead of a competitor’s brand.
chapter 17 1 promotion and promotional mix1
Chapter 17.1: Promotion and Promotional Mix
  • Institutional Promotion: used to create a favorable image for a business, help it make a change, or take a stand on issues.
  • Types of Promotional Mix:
    • Personal Selling
    • Advertising
    • Direct Marketing
    • Sales Promotion
    • Public Relations
  • Using Advertising, Public Relations, and Sales Promotion help to communicate with customers in other ways than direct contact.
chapter 17 1 promotion and promotional mix2
Chapter 17.1: Promotion and Promotional Mix
  • Personal Selling:
    • Sales Representatives who keep direct contact w/ customers.
    • One of the costliest forms
  • Advertising:
    • Form of non-personal promotion
    • Companies pay to promote ideas, goods, and services.
  • Direct Marketing:
    • Directed to a targeted group of prospects and customers instead of a mass audience.
          • Goals = generate sales or leads for sales representatives.
          • Gives customers initiative to respond by
          • visiting a store or website,
          • calling a toll-free number,
          • returning a form
          • sending an email
chapter 17 1 promotion and promotional mix3
Chapter 17.1: Promotion and Promotional Mix
  • Sales Promotion:
    • Represents marketing activities that are used to simulate purchasing and sales.
    • Goals=increase sales, inform potential customers, and create a positive business or corporation.
  • Public Relations (PR):
    • Activities enable an organization to influence a target audience.
    • Goals=to cultivate media relations with reporters who cover a specific industry.
chapter 17 1 promotion and promotional mix4
Chapter 17.1: Promotion and Promotional Mix
  • Publicity: a tactic that public relations professionals use
    • Involves bringing news or newsworthy info to the publics attention-also known as placement
    • Often appears as a media story or in a larger report
    • Not easily controlled by the business that issues it
  • Promotional Mix: combination of strategies and a cost effective allocation of resources
chapter 17 1 promotion and promotional mix5
Chapter 17.1: Promotion and Promotional Mix:

Food for Thought…1) What message does Evian send with this commercial?

2) What type of promotion is being used in this example?

3) Is this approach effective? Why or why not?

chapter 17 1 promotion and promotional mix6
Chapter 17.1: Promotion and Promotional Mix
  • Class Activity – Due at the end of class today!
    • Read and take notes on Section 17.2
    • Answer review questions 1-4 at the end of the section
    • After your done, find one example of publicity (it could be local, regional, national, or global) and explain how this publicity will affect the entity it is promoting. (i.e., is it positive or negative, how will it impact the image of the entity, what can be done to increase or decrease this press?)
      • Note: You can just print the picture or article that showcases the promo and then explain it on the same page.
chapter 17 2 types of promotion
Chapter 17.2: Types of Promotion
  • Sales Promotion
    • Sales promotion are incentives that encourage customers to buy products or services.
      • Used to:
        • Encourage customers to try a new product
        • Build awareness
        • Increase purchases by current customers
        • Reward loyalty
chapter 17 2 types of promotion1
Chapter 17.2: Types of Promotion
  • Trade Promotions
    • Trade Promotions are sales promotion activities designed to get support for a product from manufacturers, wholesalers, retailers.
      • Promotional Allowances
        • Discounts given by manufactures to wholesalers to encourage sales.
      • Cooperative Advertising
        • Manufacturer supports the retailer by helping to pay for the cost of advertising its product locally.
      • Slotting Allowances
        • Manufacturer giving money to a retailer to help cover the costs of placing the manufacturer’s product on the shelves.
chapter 17 2 types of promotion2
Chapter 17.2: Types of Promotion
  • Consumer Promotions
    • Sales strategies that encourage customers and prospects to buy a product or service.
      • Support:
        • Advertising
        • Personal Selling
        • Public Relations efforts
      • Examples:
        • Coupons: certificates that entitle customers to cash discounts on goods or services
  • Examples:
    • Premium deals: low-cost items given to consumers at a discount or for free
    • Incentives: to promote many products because they create customer excitement and increase sales
  • Promotional tie-ins- are also known as cross-promotion campaigns
chapter 17 2 types of promotion3
Chapter 17.2: Types of Promotion

Food for Thought…

Discuss: What do you think? Effective? Ineffective? Why?

chapter 17 2 types of promotion4
Chapter 17.2: Types of Promotion
  • Independent Activity:
    • Visit one or more websites of a company/organization of your choice.
      • Find section of site that houses media relation content such as press releases or news releases.
      • In a one-page (DS, TNR) report, summarize information presented to the public.


      • Rate the news releases section of the site on usability, readability, and relevance.
consider this
Consider This…
  • What is a store or website that makes an impression? Or, rather, what is one that stands out as “special” in your mind?
    • Let’s talk about this!
chapter 18

Chapter 18

Visual Merchandising and Display

chapter 18 1 display features
Chapter 18.1: Display Features
  • Visual Merchandising and Display
    • Visual merchandising – encompasses all of the physical elements that merchandisers use to project an image customers.
      • Display- refers to the visual and artistic aspects of presenting a product to a target group of customers.
  • Elements of Visual Merchandising
    • Storefront- encompasses a stores
      • Sign
      • Logo
      • Marquee
      • Banners
      • Windows
    • Marquee is an architectural canopy that extends over a stores entrances
chapter 18 1 display features1
Chapter 18.1: Display Features
  • Store layout
    • Refers to ways that stores use floor space to facilitate and promote sales and serve customers
  • Store Interior
    • Fixtures are permanent or movable store furnishings that hold and display merchandise
  • Interior Displays
    • Point of purchase displays (POPs) consumer sales promotion device
    • Kiosks typically four feet high, have pedestal-mounted, high-tech screens, and take up less than two square feet of stone space
chapter 18 1 display features2
Chapter 18.1: Display Features

Food for Thought:

  • How can window displays tell a story?
  • Why is it so important to have a theme?
chapter 18 1 display features3
Chapter 18.1: Display Features
  • Class Activity - (Note: You can work solo or with a partner)
    • Step #1: Choose a store
    • Step #2: Choose a theme
    • Step #3: Create an inspiration board of your holiday or seasonal window display
      • Due at the beginning of class on Monday!
show tell
Show & Tell
  • Take our your inspiration boards.
  • Informal presentations!
pull policy versus push policy
Pull Policy versus Push Policy
  • Pull Policy
    • Create consumer interest and demand
  • Push Policy
    • Convince a retailer to stock a product being promoted
chapter 18 2 artistic design
Chapter 18.2 Artistic Design
  • Display Design and Preparation
    • Step 1: Selecting Merchandise for Display
      • Determines theme & other supporting elements of the display
    • Step 2: Selecting the Display
      • Four Basic kinds of Displays:
        • One item featured
        • Similar products
        • Related products
        • Cross-mix of items
  • Step 3: Choosing a Setting
    • Setting will depend largely on the image it wants to project
  • Step 4: Manipulating Artistic Elements
    • These subtly influence your perception (line, color, shape, motion, etc.)
    • Focal Point: an area in the display that attracts attention first
  • Step 5: Evaluating Completed Displays
    • Asking questions to make sure the display enhances the image the store wants to project
chapter 18 2 artistic design2
Chapter 18.2 Artistic Design
  • Activity:
      • Watch “What Women Want”
      • Write down the artistic design elements that you see in the Nike campaign (commercial, inspiration boards, etc.). Turn in your answers after the movie!!
      • Seniors pick up your study guide!...
chapter 19

Chapter 19


chapter 19 1 advertising media
Chapter 19.1: Advertising Media
  • Promotional and Institutional Advertising
    • Promotional: When the goal is to increase sales
    • Institutional: Tries to create a favorable image for a company and foster goodwill in the marketplace
  • Mass Advertising
    • Enables to companies to reach large numbers of people with their messages.
      • Examples: Television, Radio
    • Media: agencies, means, or instruments used to convey advertising messages to the public
      • Four main categories of advertising media:
        • Print, Broadcast, on line, and specialty
chapter 19 1 advertising media1
Chapter 19.1: Advertising Media
  • Print Media
    • Includes
      • Advertising in newspapers
      • Magazines
      • Direct mail
      • Signs
      • Billboards
    • Transit advertising: found on public transportation
        • Includes:
          • Printed posters inside trains, taxis, and buses
  • Broadcast Media
    • Television
      • Combines all the creative elements necessary—sight, sounds, action, and color – to produce a compelling advertising message.
    • Radio
      • The radios ability to reach a wide audience makes it an extremely efficient and cost-effective advertising medium.
chapter 19 1 advertising media2
Chapter 19.1: Advertising Media
  • Online Advertising
    • Form of advertising that uses either e-mail or the World Wide Web.
  • Specialty Media
    • Sometimes called giveaways or advertising specialties, are relatively inexpensive, useful items featuring an advertiser’s name or logo
  • Media planning:
    • Process of selecting the advertising media and deciding the time or space in which the ads should appear to accomplish a marketing objective.
chapter 19 1 advertising media3
Chapter 19.1: Advertising Media

Food for Thought…

Follow Up Questions:

  • Is this an effective ad? Why?
  • What message does it send?


chapter 19 1 advertising media4
Chapter 19.1: Advertising Media
  • Class Activity:
    • Develop a list of Mass Advertisements and Targeted Advertisements
      • Ex. Mass Advertisement: Ad promoting winter wear for the whole family
        • Ex. Targeted Advertisement: Ad promoting trendy winter wear for a teen.
    • Choose a company and find 1-2 mass & targeted advertisement for that organization. Print these ads.
      • Compare and contrast these ads by analyzing the following questions:
        • How are the messages the same?
        • How are the messages different?
        • In your opinion, which one is more effective and why? (1 paragraph)
        • Note: Due today!
chapter 19 2 media measurement and rates
Chapter 19.2 Media Measurement and Rates
  • Media Measurement
    • Audience: The number of homes or people exposed to an ad
    • Impression Frequency: Number of times an audience sees or hears an advertisement
    • Cost per thousand (CPM) : is the media cost of exposing 1,000 readers or viewers to an advertising impression
  • Media Rates
    • Newspaper- Classified or display
    • Magazine- Based on circulation, type of readership, and production techniques
    • Radio- Network, advertising, national, local
    • Online- Banners, rich-media, and interstitial
    • Television- Price determined by the time the ad is aired
chapter 19 2 media measurement and rates1
Chapter 19.2 Media Measurement and Rates
  • Promotional Budget: Considers the cost for developing, placing, or airing an advertisement
    • 1. Budget decided on percentage of past or anticipated sales
    • 2. If following the all you can afford method, it first pays all expenses, then applies the remainder of funds available to promotional activities
    • 3. Competition method- advertiser matches its competitors promotional expenditures or prepares a budget based on the competitors market share
    • 4. Objective and task method, the company determines goals, considers the necessary steps to meet goals, and determine the cost for promotional activities to meet the goals
chapter 19 2 media measurement and rates2
Chapter 19.2 Media Measurement and Rates

Food for Thought & Independent Activity:

Check out the following link. Then, read the article and answer the

questions that follow. This is due today!


Question 1: During which show does advertising cost the most?

Question 2: During which show is advertising the cheapest?

Question 3: In one paragraph, sum up a rationale for both of these facts.

chapter 19 2 media measurement and rates3
Chapter 19.2 Media Measurement and Rates
  • Class Activity:
    • Find a print ad for a particular product and then find a similar product that is advertised online.
      • List the similarities and differences between these two ads.
      • List the effects each ad has on its audience.
chapter 20

Chapter 20

Print Advertisements

chapter 20 1 essential elements of advertising
Chapter 20.1: Essential Elements of Advertising
  • The Advertising Campaign
    • Advertising Campaign- Group of advertisements, commercials, and related promotional materials and activities that are designed as part of a coordinated advertising plan to meet the specific goals of a company.
      • 1. Identify the target audience
      • 2. Determine objectives
      • 3. Establish the budget
      • 4. Develop the message
      • 5. Select the media
      • 6. Evaluate the campaign
chapter 20 1 essential elements of advertising1
Chapter 20.1: Essential Elements of Advertising
  • Advertising Agencies
    • Independent business that specialize in developing ad campaigns and crafting the ads for clients
  • Developing Print Advertisements
    • Headline- Phrase or sentence that attracts the readers’ attention to a particular product or service
    • Copy- Selling message of a written advertisement
    • Illustration- The photograph, drawing, or other graphic elements used in an advertisement
chapter 20 1 essential elements of advertising2
Chapter 20.1: Essential Elements of Advertising

Food for thought…

  • From that ad, who do you perceive the target audience to be?
  • What do you surmise the objective of that ad would be?
  • What is the message of the ad?
chapter 20 1 essential elements of advertising3
Chapter 20.1: Essential Elements of Advertising
  • Class Activity: Due TODAY!
    • Break into groups of 2-3
    • Imagine that your group manages a creative services department at an advertising agency. The department is responsible for presenting ideas for an advertising campaign a client has created a new type of MP3 player geared toward the youth market.
    • Create a one page report that includes the following:
        • Create a name for a product
        • Develop and inset ideas for a photo or illustration
        • Create a catchy slogan for the product
        • Create a brand message for the advertising campaign for this product
chapter 20 2 advertising layout
Chapter 20.2: Advertising Layout
  • Ad Layout: a sketch that shows the general arrangement and appearance of a finished ad.
    • Indicates:
      • Headline Position
      • Illustration
      • Copy
      • Signature
  • One Technique: creating a Z layout…Most dominate item on the top and form a Z down the rest of the page.
chapter 20 2 advertising layout1
Chapter 20.2: Advertising Layout
  • Emphasis: make the reader focus on one aspect of the ad.
    • Different sized font
    • Italics
    • Bold Face
    • Combination of capital and lowercase letters
  • Advertising Proof: shows exactly how an ad will appear in print.
chapter 20 2 advertising layout3
Chapter 20.2: Advertising Layout
  • Independent Activity: Due Today!
    • On page 432, read the “Case Study”Advertising to Reach Young Males
      • Write down at least three (3) reasons why companies include advertising in video games.
      • If you play video games, how do these ads differ from the ads you see on TV? Explain in one paragraph!