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MARKETING 4.01 THE ROLE OF PROMOTION
1. Promotion – any form of
a business or organization uses to
, persuade or
people about its products and
its public image.
2. Product promotion - used to convince
customers to
products from it
of from a
.
a. Explains major
and
of its products
b. Tells
those products are
c.
sales on those products
d. Answers customer
e. Introduces
products
f. Example: a business’s one-time
of its half price
in the local
.
3. How does promotion
customers? Promotion helps them to
products.
4. In which stage of a product’s
do promotional activities
on differences between
products?
5. What is an example of an
factor that affects promotion?
regulation of
a. Zoning
determine
locations
b. Can’t
about a product c. Restrict advertising to
i. Children are
and the wrong kinds of
advertising can affect their
d. Stereotyping – A generalization, usually
or
oversimplified and often
, that is used to
describe or
a group. Example: a television
commercial depicts a woman mopping the kitchen with a new floor cleaner.
e. Materialism is interest in and desire for
,
etc. rather than
or
values.
6. Institutional Promotion- used to create a favorable
for the
Does
directly sell a certain
. However, may
ultimately
in increased
of a company’s
products.
a. An objective of
promotion is to demonstrate
the
role in
affairs.
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FOUR TYPES OF PROMOTION
7. Advertising - any
form of
presentation and
promotion of ideas, goods, or services by an
sponsor.
8. Six
of Advertising
a. A
number of people usually
the
advertiser’s
b.
per potential
are usually
than other forms of promotion
c. Can
the most appropriate
to
reach
market
d. Can control the
of an
e. Ads are subject to
viewing
f. Ads can
products
9. Four
of Advertising
a. Cannot focus well on
needs
b. Some
of advertising can be too
for many businesses
c. Sometimes advertising is
and
message may be spent on
customers
d. Advertising must be
10. Publicity - placing
information about a
product, or person in the
. Can be used to
particular
and promote particular
The
purpose of publicity is to
an
. Image - the way a business or organization is
in people’s
. An example of
is a
company
.
11. Advantages of
a. Publicity is
; advertising is not
b. Can be used to
a positive
within the community
c. Viewed as being more
or
than advertising
d. Viewed as
, people pay more
to publicity
12.
of Publicity
a. Give up much of your
of your message
b. Not all publicity is
13. Sales Promotion - All
activities, other than
, advertising, and
, that are used
to
consumer
and sales effectiveness.
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14. Objectives of Sales Promotion
a.
sales
b.
customers about
products
c. Create a
store or corporate
15. 3 Characteristics of Sales Promotion
a.
term activities
b. Offers some type of
i. Can be
used in all
of
16. Sales promotion can be either
or
oriented
a. Trade Promotions - sales promotion
designed to gain
manufacturers’,
, and retailers’
for a product.
money is spent on promoting to
than to
.
i. Slotting allowances - a `
premium
by the
to a
chain for the
involved in
a new product on its
ii. Buying allowances - special price
given by
to
and retailers to
them to either
a
product or buy a
quantity.
iii. Trade Shows and Conventions - designed to reach
iv. Sales incentives - awards given
and
who successfully meet or
their company’s set sales
.
b. Consumer Sales Promotions - designed to encourage
to buy a product.
i. Licensing - Organizations, such as manufactures, movie makers,
, and
, may
for a
their
, trademark,
trade
, names and
, or
personal
to a business to be used in
the business’s products.
ii. Promotional tie-ins - involve sales promotional
between one or more
or manufacturers. They
their resources (advertising and sales
promotional activities) to do a
that creates
additional
for each
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iii. Visual Merchandising and Displays
1. Visual Merchandising - the coordination of all physical
in a place of business so that it
the
right
to its customers
2. Displays - visual and
aspects of presenting a
product to a
group of customers.
iv. Premium and Incentives - most
and frequently
used sales promotion type
1. Premiums cost items given away
to consumers as a
of purchase.
a. Coupons - certificates given to customers entitling
discounts
b. Factory Packs (in-packs)- free
placed in
product
c. Traffic Builders - low cost
like key chains,
pens
d. Coupon Plans programs in exchange
for labels,
, or other tokens from
one or more purchases
2. Incentives -priced products given in
contests or
v. Product Samples - free
size of a product that is sent
through the
, distributed door-to-door, or through
stores and trade shows
c. Advantages of Sales Promotions
i.
and has special
to a
potential customer
ii. Helps
customer
d. Disadvantages of Sales Promotions
i. Difficult to
without the customers becoming
ii. Store
and sales can
if the
promotion is not properly
and
iii. Only designed to
other promotional efforts and
cannot make up for
products
17. Personal Selling - making an
sales presentation to one or more
potential
. On a
basis,
personal selling is the most
form of promotion.
a. Order-taking personnel , counter clerks, and
associates, perform
tasks.
b. Order-getting personnel - professional
, are more
involved in
customers and
them
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to buy. Usually sell big
appliances, and
c. Personal selling is generally
users.
18. Promotional Mix - a
business decides on a promotional
19.
20.
21.
22.
items like real estate,
goods
for
products sold to
of different types of promotion. A
that will be most effective in
customers or other businesses to
and support the business’s products.
Factors affecting the selection of a
mix
a. Good,
, or Idea
i.
of product
ii. Product
iii.
of life
b. Product’s market
i. Type of
ii.
of Consumers
iii. Geographical
c.
System
d. Product’s
i.
perspective
ii. Available
iii. Size of
force
e. Competition – Competing businesses within the
industry usually
to each
promotional mix by playing
Public Relations - any
designed to create
toward a business.
Benefits of Public Relations
a.
sales
b. Increasing firm’s good
c. Increasing customers
of advertising
d. Spreading
information to the
e. Conditioning customers to
products from the company
f.
the impact of
g. Helping to obtain
treatment from
Audiences for Public Relations
a. Internal Audiences - groups
the organization
i. Employee Relations - goal is to keep your employees
using:
1. Tuition
by
Name
2. Newsletters
3. Health and
programs
4. Opportunities for
b. External Audiences - groups
the organization
i. Customers customers =
business. Ways to keep
happy include:
ii. Provide
services and
such as
gift, check cashing,
delivery, free
parking, etc.
iii. Advisory boards of
that
make
about products and businesses
iv. Customer
,
reports
v. Customer events , lunches, entertainment
c. Community - company
activities that benefit the civic,
social, and
life of the
.
Activities can include:
i.
partnerships - HP
computers to the high school
ii. Sponsorship of
events
iii.
d. News Release - a pre-written
about the company that is sent to
various
for publication. It usually contains information about
the company’s
, stores, operations,
,
corporate philosophy, or participation in an event or program. Can contain
or
news.
i. Hard News that should be
right away because the
will want to know about it
ii. Soft News - information that does
need to be announced
because it will be of as much interest to the
public
as it is now
e. Purposes of news releases
i. To
new products
ii. To keep the
in the
eye
iii. To
the business’s
iv. To
good employee
v. To
good
relations
f. Getting your news release in the media
i. Include a
photograph with the release
ii. Meet media
iii. Write an
number of releases
Name
iv. Direct the release to a
person
v. Advise the
that you have
out a release
vi.
the release after setting it aside
vii. Keep a
of every release
viii. Send a cover
with the release
ix. Send a
note after the release is used
x. Avoid pressuring the
xi. Avoid
publicity or advertising
xii. Avoid playing
g. Press Kit - a
containing
, news releases,
feature
, and
about a
company, product, or person. Press kits are
to the media to
assist them in
on the intended news item.
h. Press Conference - a
in which
members are
by the business or organization to hear an
announcement about a
event.
23. Technology in Promotion:
a. New technology enables businesses to create
messages that impact their
Information can be
by more
and messages can be
.
i. Example:
media such as
or
;
24. International promotional activities – a
must understand that
the
governing
activities
by
.