Download Promotion

Promotion
• What is it?
– Communicate with people
– Inform them about their needs as it relates to a
particular experience
– While adding a personal touch that will get
them to take action
1-15
ARIMA: Communication Stages
• Attention
• Recognition
• Inclination
• Meaning
• Actuate (put into action)
2-15
Communication
• Source (aka sender)
– Credibility
• Encoding (translation)
• Message (content of words and symbols)
– Sidedness
– Emotional versus rational appeal
– Comparative messages
3-15
Promotion
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Forms of communication to consumers
1. Advertising
2. Personal Selling
3. Sales promotion
4. Public or community relations
5. Sponsorship
4-15
Aspects of Promotion
• Role of Communication
• Information
• Personalization
5-15
Advertising
• Most visible
marketing tool
• Steps in an
Advertising Campaign
1. Ad objectives
2. Ad budget
3. Creative Decisions
4.Media Strategy
5. Ad evaluation
6-15
Advertising Objectives
• Inform
• persuade
• remind
– cause consumers to take action
7-15
Creative Decisions
• Identify Benefits
• Advertising Appeals
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Health
Emotional
Fear
Sex
Pleasure and Fun
8-15
Creative Decisions
• Advertising Execution
– 1 sided versus 2 sided
– Comparative Advertisements
– Slice of Life
– Scientific
– Testimonial
– Credibility/Expertise
– Trustworthiness
– Attractiveness
9-15
Media Strategy
What medium or mix will be most effective
in reaching the audience?
10-15
Major types of media
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11-15
Internet
Newspapers
TV
Direct mail
Radio
Magazines
Outdoor
Others
Personal Selling
• Def.: A form of person
to person
communication in
which a salesperson
works with
prospective buyers and
attempts to influence
their purchase needs in
the direction of the
company’s products or
services
• Benefits
12-15
Sales Promotions
• Def.- A variety of short term promotional
activities that are designed to stimulate
immediate product demand
• Examples
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Premiums
Contests and Sweepstakes
Sampling
Point of Purchase Displays
Coupons
13-15
Public Relations
Def- identifies,
establishes, and
maintains mutually
beneficial
relationships
between the org and
public.
14-15
Public Relations Functions
– Image shaping and enhancement
via org. publicity
– Community relations (examples)
– Employee relations
– Educational efforts -purpose of
gaining popular support
– Coping with crisis
15-15