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Promotions Mix

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

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Promotions Mix

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

  2. 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

  3. How to Get Publicity • Story is ideal for a particular section • Story will be interesting to the audience • Use carefully selected gimmicks • T-giving on the Mayflower • Waterslide races • Newsworthy story • Human interest, timeliness

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

  5. 2011

  6. 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

  7. 2011

  8. 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?

  9. Hook

  10. 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…

  11. News Releases • Closing paragraph • Critical contact info

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

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

  14. Advertising • Paid form of communication through the media that is paid for & controlled by sponsoring agencies.

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

  16. 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

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

  18. Social Media • Facebook • Podcasts • Blogs • You Tube • Twitter

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