Download 11-promotion

Advertising And
Promotion
Understand different methods of promotion &
advertising used in retailing strategies.
Understand the elements involved in promoting a
business: sales promotion, visual merchandising,
advertising, and publicity.
Types of Promotion
• Promotion - Any Form Of Communication Used To
Inform Public About Store
– Sales Promotion
• Encourage Customers To Come Into Store
– Publicity And Public Relations
• Unpaid Mention Of The Business
– Advertising
• Paid Message
– Personal Selling
• Making Contact With Customer To Make Sale
Types of Advertising
• Product Advertising
– Paid Advertisement Used To Promote Product That
Company Sells
• Institutional Advertising
– Paid Message Used To Promote A Companies Image,
Creates Goodwill For The Business
• Retail Advertising
– Used To Promote Stores And Products
• Vendor Advertising
– Used By Manufacturers And Suppliers
• Cooperative Advertising
– Vendors Name And Store Where The Product Is Sold
Types Of Advertising Media
• Print Media
– Newspapers Magazines
– Direct Mail
– Billboards
• Broadcast Media
– Television
– Radio
• Online Media
• Specialty Media
– Small Giveaway Items With Company Name
The Promotional Mix -ORPromotional Strategy
Advertising Plan
•
-OR-
The combination of differing promotional efforts for the
business, company, product, line, or event
– Typically themed
– Usually consistent in messages – “uniform”
– Periodically varied or altered for “updated” appeal
•
One promotion utilizing: …an example…
–
Internet
--
Television
--
Radio
–
Newspaper
--
Magazine
--
Retailer Contest
–
Sales Associate/Retailer Promotional Items
--
In-Store Displays
–
Building & Vehicle Wraps
–
Transit Advertisements (Bus, Taxi, Subway)
--
Wearable Advertisements (T-Shirts)
--
Outdoor (Billboards)
Identity -
- awareness & development
Typical… television
Integration with a LifeStyle
Custom Promotions
…POP Culture
Develop A Promotional Strategy
• Determine Target Audience
• Determine Promotional Objectives or Goals
– Increase Sales
-- Increase Awareness
– Develop Image
-- Build Customer Relationships
– Reach Target Market -- Be More Competitive
• Select Merchandise Or Service To Promote
• Develop the Promotion Mix
– The Way A Retailer Combines The Four Types Of
Promotions
• Budget
Sales Promotions
• Items included with purchase of a product/service
• Method to increase the value or a purchase
• Inexpensive way to get more traffic in a business
– Give aways. . . BOGO… Gift with Purchase…
– FREE Stuff
Types of Sales Promotions
• Contests
• Sales Events
• Premiums
– Small Give Away Items With Company Logo
• Free Samples
• E-mail
• Displays
• Rebates
Executing A Display
• Select The Merchandise
• Prepare Merchandise
• Select Setting
• Understand Elements Of Display Design
• Evaluating The Display
Publicity
• Publicity
– An Unpaid Mention Of A Business
– Both Good And Bad
• Special Events
– Seminars
– Charitable Activities
– Personal Appearance
• Celebrity Endorser
– Fund Raiser
– Private Sale
– Demonstrations
Public Relations
• News-Type or style methods to inform customers about
an activity or event
• Usually Open Houses… Grand Opening…
Community Service Projects…. News worthy items