Promotion. 4.01: Acquire a foundational knowledge of promotion to understand its nature & scope. Tuesday’s Warm-up. Choose a product you’ve purchased within the last several months. Television What made you want or need to buy it?
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Acquire a foundational knowledge of promotion
to understand its nature & scope
a. Define the term promotion.
b. List users of promotion.
c. Describe the benefits of using promotion.
d. Describe the costs associated with the use of promotion.
e. Describe types of promotional objectives.
f. Discuss the relationship of promotion and marketing.
Define the term promotion.
Individuals such as political candidates use promotion to convince the public to agree with them or to vote for them.
Sometimes, along with positive promotions about themselves, political candidates or parties include negative advertisements about their opponents in their promotional campaigns.
These promotions aren't illegal, but are they ethical?
What do you think
Describe the benefits of using promotion.
Increases customer loyalty
Increased product/company awareness
Better informed, more satisfied customers
Increased employment opportunities
Increased Media support
Describe the costs associated with the use of promotion
Describe types of promotional objectives.
Discuss the relationship of promotion and marketing.
Promotion is the marketing function needed to communicate information about goods, services, images, and/or ideas to achieve a desired outcome.
It is the marketing communication that involves sending a marketing message to a target audience.
Acquire a foundational knowledge of promotion to understand its nature and scope.
Objective B: Explain the types of promotion
What are the three objectives of a promotion?
a. Define the following terms:
product promotion, primary product promotion, secondary product promotion,
institutional promotion, public service, public relations, and patronage.
b. Identify types of product promotion.
c. Describe the uses of product promotion.
d. Identify types of institutional promotion.
e. Describe uses of institutional promotion.
f. Discuss the advantages of promotional activities.
g. Discuss the disadvantages of promotional activities.
Describe the uses of product promotion.
Primary product promotion:
The aim is to stimulate demand or interest in an entire class of products.
Emphasis is on the product and its uses, and not on a particular brand.
Competition is between the two different industries.
Example: Beef v. Pork
This type promotion useful when introducing a new concept or a totally new product.
Secondary Product Promotion
Bordon Milk or Deans Milk can promote their brand because the American Dairy Association & Dairy Council have already promoted and established the industry so that primary demand exists.
Corporate advertising that does not attempt to sell a product
Expensive method of advertising
Goal is to create a favorable image of the company
Occurs when a company sponsors or partners events, charities, or causes that build goodwill
Promotions that are done to promote issues frequently considered to be in the best interests of the community at large
Public Service Announcements (PSA)
Community Service Announcement (CSA)
Can be done via tv, radio, or print ads
Of the “Top Ten” Public Service Announcements viewed; which was most effective and why? Choose an issue in society and create a Public Service Announcement for this topic.