Download CH 17 Outline

NAME______________________________________
PERIOD ________
PROMOTIONAL CONCEPTS AND STRATEGIES
CHAPTER 17
OBJECTIVES:
1) Explain the role of promotion in business and marketing
2) Identify the various types of promotion
3) Distinguish between public relations and publicity
4) Write a news release
5) Describe the concept of the promotional mix
6) Define sales promotion
7) Explain the use of promotional tie-ins, trade sales promotions, and loyalty marketing programs
I. THE CONCEPT OF PROMOTION
A. Define promotion __________________________________________________________________
____________________________________________________________________________________
____________________________________________________________________________________
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Goals of promotional activities is AIDA
A – first ___________________
I – then build _______________
D – ____________
A – finally ask for ____________
B. Define product promotion ____________________________________________________________
____________________________________________________________________________________
____________________________________________________________________________________
____________________________________________________________________________________
C. Define institutional promotion
____________________________________________________________________________________
____________________________________________________________________________________
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Chapter 17 – Promotional Concepts and Strategies
D. Types of promotion in the promotional mix ( List & DEFINE each type)
1. __________________________
Generates direct ______________ with prospects and _____________________________
Examples include: __________________, in-home __________________, __________________ and
__________________ correspondence
Most __________________forms of promotion
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Chapter 17 – Promotional Concepts and Strategies
2. __________________________
A form of _______________________________
To promote ______________, _____________, __________________ in a variety of media outlets
Examples include __________________, business cards, brochures, Internet, __________________,
newspapers, phone directories, __________________, radio, TV, __________________, cars and buses,
restaurant menus and __________________.
3__________________________
A type of promotion that companies use to address individuals __________________ and not through a
__________________medium (such as TV, radio, or the internet)
_________________
Sent via _________________ mail to a home or business
_________________
Customers are _________________ on the phone and asked directly for goods or services
_________________
Any promotion delivered via the _________________ (e-mail, _________________,
_________________, search engine marketing (paid search), web site optimization
Electronic media that allows people with similar _________________ to participate in a social network
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Helps businesses reach _________________ customers
_____________ of direct marketing are to _________________ sales or leads for sales representatives to
pursue
Gives recipients an _________________ to respond by visiting a _________________ or
_________________, calling a _________________, returning a form, or sending an _________________
Targeted customers receive _________________________o r incentives, such as money-off coupon
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Chapter 17 – Promotional Concepts and Strategies
Allows businesses to engage in _______________________ communication
Congress passed the _______________________Act of _______________________
Act requires senders of _______________________ commercial e-mail to give recipients a way to _______
out of e-mails
Prohibits the use of _______________________ subject lines and headers
Requires businesses to provide ______________________ return addresses on e-mails.
4. __________________________
According to AMA, sales promotion represents all __________________________ activities – other than
__________________________, __________________________ and __________________________–
that are directed at business or retail customers to __________________________sales.
Objectives are to : _______________________sales, Inform ________________________ about new
_______________________,Create ___________________ business or corporate ________________
Examples include
◦
_______________________
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_______________________Promotions
◦
Competitions
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Product _______________________
◦
_______________________Displays
5. __________________________
Public Relations activities enable an organization to ______________ a ______________ market
Public Relations campaigns try to create a _______________________ general opinions and ___________
a favorable image for a person, company
Public Relations goal is to encourage ___________________ with _______________
__________________________
Most important __________________________
An _______________________ that is sent to the appropriate ___________________________
Not _________________ by the business
Public Relations: Using Social Media
Businesses _________________ with customers
Get _________________ on the company and its products and services
Provide businesses with a way to obtain _________________ and speak _________________ with
_________________ and existing customers
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Chapter 17 – Promotional Concepts and Strategies
Potential to reach prospective customers is _________________
Publicity
Involves bringing _________________ or _________________ information about an organization to the
_________________ attention.
Known as _________________
Can be used to make public aware of certain _________________, specific _________________ or
services, efforts by _________________ agencies, _________________ issue
_________________ is one tactic that public relations professionals ____________
Publicity is _________________
CONCEPT OF PROMOTIONAL MIX:
What is Promotional Mix?
A combination of ________________ and cost-effective allocation of _______________
Identify _______________ market to measuring the results
_______________ complement one another
Elements of the mix must be _____________
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Chapter 17 – Promotional Concepts and Strategies
PROMOTIONAL BUDGET:
Roles of Marketing Department
 Determines __________________________________
 Establishes the __________________
 Distributes _________________________
 Coordinates the ______________________
 Supervises _____________________ resources
 _______________________ the results
 Determining the _______________ can be difficult
PUSH-PULL CONCEPT:
Push Policy:
Manufacturer pushes __________________ to ____________________
Involves ___________________ selling and ___________________________ (trade shows)
Pull Policy:
Directs ______________________ towards _________________________
Creates consumer _____________________ and _____________________
Involves ____________________ to consumers (__________________ and _________________)
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Chapter 17 – Promotional Concepts and Strategies
Name: ___________________________________________ Period: ________
17.2 - Types of Promotion
Sales Promotion definition
Date: ____________
A. _________________ that encourage customers to _________ products or services
B. Build _________________ awareness
C. _________________ customers to _________ new products
D. _________________ purchases by current _________________
E. _________________ customer loyalty
F. Sales promotions are usually _________________ by _________________ activities that include
_________________ promotions and _________________ promotions
G. TRADE PROMOTIONS
____________promotion activities designed to get ______________ for a _______________ from
____________________, __________________, and _______________________
More _________________ is actually spent on promotion to _________________ than to
__________________________
Good business _______________ require that trade promotional _________________________ and
______________________ be offered in uniform manner
TYPE OF TRADE PROMOTIONS:
1. Promotional Allowances
Represents ___________ payments or __________________ given by ___________________ to
________________ or ____________________ for performing activities to encourage ___________
2. Cooperative Advertising
Manufacturer supports the __________________ by helping to pay for the cost of locally
______________________ its ___________________
Known as __________________ __________________
3. Slotting Allowances
A ______________________ premium paid by a _____________________ to a ___________________ to
help the retailer ________________________ of placing the manufacturer’s product on the shelves
Range from a few ______________________ dollars to several ______________________ dollars per
product
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Chapter 17 – Promotional Concepts and Strategies
Also pay retailer’s ______________________ ______________________, charge for
______________________shelves, ______________________ for poor sales, store
______________________ and ______________________ costs
4. Sales Force Promotion
__________________ given to ________________ and ________________ who successfully meet or
exceed a _________________
Sales force promotions vary, but can include _________________ or _________________ such as
_________________ awards or _________________ awards.
5. Trade Shows and conventions
Showcase a particular _________________________
Introduce ______________ products, encourage _______________ ______________of existing products &
meet customers
DEFINE CONSUMER PROMOTIONS
Sales __________________ that encourage customers and prospects to ___________ a product or service
Consumer promotions support ___________________________, ______________________ selling and
_____________________________ efforts
TYPES OF CONSUMER PROMOTIONS:
DEFINE & GIVE EXAMPLES
1. Coupons
Certificates that entitle customers to ______________________ on goods or services
Placed inside product ________________ or in ______________________ / magazines
2. Premiums
___________________________ given to consumers at a _____________ or for _________
Designed to _____________ ___________ by building product _________________ & __________ new
_______________________
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Chapter 17 – Promotional Concepts and Strategies
Fundamental concept behind premium marketing is that people will be more _______________________ to
buy a product when they are _______________________ an added _______________ _____________ in
exchange
Three types of premiums
 ______________________________________________
 ______________________________________________
 ______________________________________________
Drawback – customers think premiums are _______________________
Factory Packs, or in-packs, are __________ ______________ placed in product
_______________________ or as a container _______________________
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Popular with _______________________ manufactures
Traffic Builders – _______________________premiums such as ___________,
_______________________, pocket _______________________, and coffee mugs
◦
_______________________ or _______________________ event
Coupon Plans – _______________________ programs offering a variety of _______________________
in exchange for _______________________ or _______________________ obtained from a product
◦
Ex – Send 3 soup _______________________ in to manufacturer to receive a cookbook
3. Deals
Deals or ____________________ offer ________________________________________ that are marked
directly on the ____________________ or _______________
4. Incentives
Are ______________________ earned and given away through _______________-games of ___________;
____________________-games of chance; and _________________.
Create customer _____________________ & __________________ sales
5. Product Samples
A __________________________ size of a product ___________ through the __________, distributed
_____________, or given away retail___________________ and _______________ shows
6. Sponsorship
_______________ pays a ______________ for the right to promote ______________ and its
________________ or __________________ at or on a set location
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Chapter 17 – Promotional Concepts and Strategies
Negotiate the right to use ______________________ and ______________ on retail products
7. Promotional Tie-Ins, Cross-Promotion, Cross-Selling
_________________________ and ____________________________ campaigns
Activities include ___________________ arrangements between one or more __________________ or
________________________
They product mutually beneficially results
8. Product Placement
A _________________ promotion that involves using a ________________ product in a ___________,
television show, ____________________, or even in a __________________ for another product
9. Loyalty Marketing Programs
Also called ______________________ programs, ______________________, or ______________________
programs reward customers by offering incentives for ______________________ purchases
Also ______________________ programs,
Customer loyalty means that _____________ are so _____________ with a brand or retailer that they
continue to ___________________ that brand or patronize that retailer
10. Online Loyalty Marketing
___________________ of loyalty marketing programs
Internet search engine _________________ point
11. Point-of-purchase displays
_________________ designed primarily by ____________________ to __________ and ___________
their ______________________
High ______________________ area and promote ______________________ purchases
______________________ – web based or display screens that customers can use to
______________________ with sales staff
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Chapter 17 – Promotional Concepts and Strategies
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