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Unit 6 “Promotion” Roles of Promotion Communication Process Promotional Mix Promotional Planning 3 Reasons to Use Promotion 1. Inform – Tell the consumer more about the product. – – – Complex products require more details 2. Persuade – – – Incentives - Coupons, Rebates, Free Samples – – More appealing label or packaging – Use more Power Words!!! 3. Remind – “Great taste”, “More consumers choose us” – – Give out promotional items with company or product name, logo, or slogan. Promotion is a Communication Process Feedback – receiver’s reaction or response to the sender’s message directive (buy product, use coupon, go to website, etc). Feedback helps the sender know if the message got through and is understood. Interference – causes receivers to miss the message or misunderstand it (changed channel, left room, TiVo, etc). Promotional Mix • Varies from business to business • Always has same goal - communicate effectively with customers • Elements: Advertising Publicity Sales Promotion Personal Selling What is Advertising? Any paid form of nonpersonal communication sent through the media. • Most common type of promotion • Examples: TV and Radio commercials Print ads Out-of-home advertisements Catalogs Direct mail Product placement Online ads 8 Advantages of Advertising • Reaches millions at relatively low cost per person • • Uses color, print, sound, and motion; can affect consumers’ emotions. Disadvantages of Advertising • • Target audience may not receive message • What is Publicity? Free communication about a company or its product. • • Advantages & Disadvantages of Publicity • Advantages • Disadvantages – – – Creates Goodwill for company/product – Can’t cancel or change information Sales Promotion Sales Promotions – activities or materials within a place of purchase that offer consumers incentive to act now. • • • • Visual merchandising Coupons In-store demonstrations Discounts and incentives • • • • Product samples Contests Introductory offers Free accessories Advantages & Disadvantages of Sales Promotion • Advantages – – Supports other parts of promo campaign • Disadvantages – – May not result in continued sales What is Personal Selling? Person-to-person communication with customers. Advantages: Disadvantages: – – – – 12