Download PROMOTION

PROMOTION
Any form of communication a
business or company uses to
inform, persuade, or remind
people about products and to
improve its image
Discussion
• How are promotion and
communication similar?
Lesson Objectives
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Define promotion
Identify purposes of promotion
Define institutional promotion
Identify 5 types of promotion
Define promotional mix
Purposes of Promotion
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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
Institutional Promotion
Used to create a
favorable image of the
company, rather than
to directly sell products
Discussion
• Why would an organization
promote itself and not its
products?
Types of Promotion
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Advertising
Sales Promotion
Personal Selling
Publicity/ Public
Relations
• Visual
Merchandising
ADVERTISING
The non-personal
presentation of
ideas and
products by an
**PAID
identified sponsor.
FOR**
Discussion
• Describe the process or steps
that happen when
communication is taking place.
SALES PROMOTION
2 for 1 Sale
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Get One
Free
$2 off
after 8PM
on Tuesday
• stimulate purchases
• increase store traffic
PERSONAL SELLING
The PERSONAL presentation of a
product or company to one or
more potential buyers
Discussion
Is telemarketing a form of
promotion?
If so, what type of promotion is
it?
PUBLICITY
PUBLIC RELATIONS
Creating demand
for a business or
product by placing
news about it in
the media
Visual Merchandising
The coordination of all physical
elements in a place of business
so that it projects the right
image to its customers
Discussion
• List one situation or product
for which each type of
advertisement would be
appropriate.
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?
What types of promotion do
you think the following
businesses use?
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Volkswagen/Audi
Nandos
Cigarette manufacturers
Avon Corporation
eBay
The combination of
promotion types represents
a product’s
PROMOTIONAL MIX
Task – P4, P5,
M3, M4, D2
Lesson Objective:
Start to plan your promotional mix for your
business!
Progress Board
You should use the promotional campaign template on the shared
area! You will be told which version to use! We will complete it
section by section!