Download Chapter 17.1: Promotion and Promotional Mix

Think Critically…
 “Make it simple. Make it memorable. Make it
inviting to look at. Make it fun to read.”
Leo Burnett
Take 2-3 minutes to consider this statement, jot down your ideas about
why this may be a recipe for success. We will share these ideas in small
groups and then talk about what we came up with as a class.
Unit 6: Promotion
CHAPTERS 17,18,19,20
MARKETING I
Chapter 17
PROMOTIONAL CONCEPTS AND STRATEGIES
Chapter 17.1: Promotion and Promotional Mix
 Promotion: persuasive communication
 Used to inform people about a product/service
 Used to enhance public image/reputation
 AIDA
 Attract Attention
 Build Interest
 Build Desire
 Ask for Action
 Product Promotion: convince prospects to select its
products or services instead of a competitor’s brand.
Chapter 17.1: Promotion and Promotional Mix
 Institutional Promotion: used to create a favorable image for a
business, help it make a change, or take a stand on issues.
 Types of Promotional Mix:
1.
2.
3.
4.
5.

Personal Selling
Advertising
Direct Marketing
Sales Promotion
Public Relations
Using Advertising, Public Relations, and Sales Promotion
help to communicate with customers in other ways than
direct contact.
Chapter 17.1: Promotion and Promotional Mix
 Personal Selling:
 Sales Representatives who
keep direct contact w/
customers.
 One of the costliest forms
 Advertising:
 Form of non-personal
promotion
 Companies pay to promote
ideas, goods, and services.
 Direct Marketing:
 Directed to a targeted group
of prospects and customers
instead of a mass audience.
o Goals = generate sales or
leads for sales
representatives.
o Gives customers initiative
to respond by
1. visiting a store or
website,
2. calling a toll-free
number,
3. returning a form
4. sending an email
Chapter 17.1: Promotion and Promotional Mix
 Sales Promotion:
Represents marketing
activities that are used
to simulate purchasing
and sales.
 Goals=increase sales,
inform potential
customers, and create a
positive business or
corporation.

 Public Relations (PR):
Activities enable an
organization to
influence a target
audience.
 Goals=to cultivate
media relations with
reporters who cover a
specific industry.

Chapter 17.1: Promotion and Promotional Mix
 Publicity: a tactic that public relations professionals
use
Involves bringing news or newsworthy info to the publics
attention-also known as placement
 Often appears as a media story or in a larger report
 Not easily controlled by the business that issues it

 Promotional Mix: combination of strategies and a
cost effective allocation of resources
Chapter 17.1: Promotion and Promotional Mix:
Food for Thought…
1) What message does Evian send with this commercial?
2) What type of promotion is being used in this example?
3) Is this approach effective? Why or why not?
http://www.youtube.com/watch?v=gt4UNYUSPD4&feature=related
Chapter 17.1: Promotion and Promotional Mix
 Class Activity – Due at the end of class today!
 Read and take notes on Section 17.2
 Answer review questions 1-4 at the end of the section
 After your done, find one example of publicity (it could be
local, regional, national, or global) and explain how this
publicity will affect the entity it is promoting. (i.e., is it positive
or negative, how will it impact the image of the entity, what can
be done to increase or decrease this press?)

Note: You can just print the picture or article that showcases the
promo and then explain it on the same page.
Chapter 17.2: Types of Promotion
 Sales Promotion
 Sales promotion are incentives that encourage customers to
buy products or services.

Used to:
 Encourage customers to try a new product
 Build awareness
 Increase purchases by current customers
 Reward loyalty
Chapter 17.2: Types of Promotion
 Trade Promotions
 Trade Promotions are sales promotion activities designed to
get support for a product from manufacturers, wholesalers,
retailers.
Promotional Allowances
 Discounts given by manufactures to wholesalers to encourage
sales.
 Cooperative Advertising
 Manufacturer supports the retailer by helping to pay for the cost
of advertising its product locally.
 Slotting Allowances
 Manufacturer giving money to a retailer to help cover the costs
of placing the manufacturer’s product on the shelves.

Chapter 17.2: Types of Promotion
 Consumer Promotions
 Sales strategies that
encourage customers and
prospects to buy a product or
service.
Support:
 Advertising
 Personal Selling
 Public Relations efforts
 Examples:
 Coupons: certificates that
entitle customers to cash
discounts on goods or
services

Examples:
 Premium deals: low-cost
items given to consumers
at a discount or for free
 Incentives: to promote
many products because
they create customer
excitement and increase
sales
 Promotional tie-ins- are also
known as cross-promotion
campaigns

Chapter 17.2: Types of Promotion
http://video.foxnews.com/v/3928440
Discuss: What do you think? Effective? Ineffective? Why?
Chapter 17.2: Types of Promotion
 Independent Activity:
 Visit one or more websites of a company/organization of your
choice.

Find section of site that houses media relation content such as
press releases or news releases.
In a one-page (DS, TNR) report, summarize information
presented to the public.
and
 Rate the news releases section of the site on usability, readability,
and relevance.

Consider This…
 What is a store or website that makes an impression?
Or, rather, what is one that stands out as “special” in
your mind?

Let’s talk about this!
Chapter 18
VISUAL MERCHANDISING AND DISPLAY
Chapter 18.1: Display Features
 Visual Merchandising and Display

Visual merchandising – encompasses all of the physical elements that
merchandisers use to project an image customers.

Display- refers to the visual and artistic aspects of presenting a product to a
target group of customers.
 Elements of Visual Merchandising

Storefront- encompasses a stores
Sign
 Logo
 Marquee
 Banners
 Windows


Marquee is an architectural canopy that extends over a stores entrances
Chapter 18.1: Display Features
 Store layout
 Refers to ways that stores use floor space to facilitate and
promote sales and serve customers
 Store Interior
 Fixtures are permanent or movable store furnishings that hold
and display merchandise
 Interior Displays
 Point of purchase displays (POPs) consumer sales
promotion device
 Kiosks typically four feet high, have pedestal-mounted, hightech screens, and take up less than two square feet of stone
space
Chapter 18.1: Display Features
Food for Thought:
http://www.bing.com/videos/watch/video/viewers-get-tour-of-holiday-windowdisplays/66894x6
 How can window displays tell a story?
 Why is it so important to have a theme?
Chapter 18.1: Display Features
 Class Activity - (Note: You can work solo or with a
partner)



Step #1: Choose a store
Step #2: Choose a theme
Step #3: Create an inspiration board of your holiday or
seasonal window display

Due at the beginning of class on Monday!
Show & Tell
 Take our your inspiration boards.
 Informal presentations!
Pull Policy versus Push Policy
 Pull Policy

Create consumer interest
and demand
 Push Policy

Convince a retailer to
stock a product being
promoted
Chapter 18.2 Artistic Design
 Display Design and

Preparation

Step 1: Selecting Merchandise
for Display




Determines theme & other
supporting elements of the
display
Four Basic kinds of Displays:
1.
One item featured
2.
Similar products
3.
Related products
4.
Cross-mix of items
Setting will depend largely on
the image it wants to project
Step 4: Manipulating Artistic
Elements
These subtly influence your
perception (line, color, shape,
motion, etc.)
 Focal Point: an area in the
display that attracts attention
first

Step 2: Selecting the Display

Step 3: Choosing a Setting

Step 5: Evaluating Completed
Displays

Asking questions to make sure
the display enhances the image
the store wants to project
Chapter 18.2 Artistic Design
Chapter 18.2 Artistic Design
 Activity:
Watch “What Women Want”
 Write down the artistic design elements that you see in the Nike
campaign (commercial, inspiration boards, etc.). Turn in your
answers after the movie!!


Seniors pick up your study guide!...
Chapter 19
ADVERTISING
Chapter 19.1: Advertising Media
 Promotional and Institutional Advertising


Promotional: When the goal is to increase sales
Institutional: Tries to create a favorable image for a company and foster
goodwill in the marketplace
 Mass Advertising

Enables to companies to reach large numbers of people with their
messages.


Examples: Television, Radio
Media: agencies, means, or instruments used to convey advertising
messages to the public

Four main categories of advertising media:
 Print, Broadcast, on line, and specialty
Chapter 19.1: Advertising Media
 Print Media

Includes
 Broadcast Media

Advertising in newspapers
 Magazines
 Direct mail
 Signs
 Billboards


Transit advertising: found
on public transportation

Includes:
• Printed posters inside
trains, taxis, and buses
Television


Combines all the creative
elements necessary—
sight, sounds, action, and
color – to produce a
compelling advertising
message.
Radio

The radios ability to reach
a wide audience makes it
an extremely efficient and
cost-effective advertising
medium.
Chapter 19.1: Advertising Media
 Online Advertising
 Form of advertising that uses either e-mail or the World Wide
Web.
 Specialty Media
 Sometimes called giveaways or advertising specialties, are
relatively inexpensive, useful items featuring an advertiser’s
name or logo
 Media planning:
 Process of selecting the advertising media and deciding the
time or space in which the ads should appear to accomplish a
marketing objective.
Chapter 19.1: Advertising Media
http://www.bing.com/videos/watch/video/nike-ad-roger-federer-and-tiger-woods/6d238bd88bdb8bc3332c6d238bd88bdb8bc3332c1634175943873
Follow Up Questions:
 Is this an effective ad? Why?
 What message does it send?
vs.
Chapter 19.1: Advertising Media
 Class Activity:
 Develop a list of Mass Advertisements and Targeted Advertisements


Ex. Mass Advertisement: Ad promoting winter wear for the whole family
 Ex. Targeted Advertisement: Ad promoting trendy winter wear for a
teen.
Choose a company and find 1-2 mass & targeted advertisement for
that organization. Print these ads.

Compare and contrast these ads by analyzing the following questions:
 How are the messages the same?
 How are the messages different?
 In your opinion, which one is more effective and why? (1 paragraph)

Note: Due today!
Chapter 19.2 Media Measurement and Rates
 Media Measurement



Audience: The number of homes or people exposed to an ad
Impression Frequency: Number of times an audience sees or hears an
advertisement
Cost per thousand (CPM) : is the media cost of exposing 1,000 readers or
viewers to an advertising impression
 Media Rates





Newspaper- Classified or display
Magazine- Based on circulation, type of readership, and production
techniques
Radio- Network, advertising, national, local
Online- Banners, rich-media, and interstitial
Television- Price determined by the time the ad is aired
Chapter 19.2 Media Measurement and Rates
 Promotional Budget: Considers the cost for
developing, placing, or airing an advertisement




1. Budget decided on percentage of past or anticipated sales
2. If following the all you can afford method, it first pays all
expenses, then applies the remainder of funds available to
promotional activities
3. Competition method- advertiser matches its competitors
promotional expenditures or prepares a budget based on the
competitors market share
4. Objective and task method, the company determines goals,
considers the necessary steps to meet goals, and determine
the cost for promotional activities to meet the goals
Chapter 19.2 Media Measurement and Rates
Food for Thought & Independent Activity:
Check out the following link. Then, read the article and answer
the
questions that follow. This is due today!
Link: http://adage.com/article?article_id=139923
Question 1: During which show does advertising cost the
most?
Question 2: During which show is advertising the cheapest?
Question 3: In one paragraph, sum up a rationale for both of
these facts.
Chapter 19.2 Media Measurement and Rates
 Class Activity:
 Find a print ad for a particular product and then find a similar
product that is advertised online.
List the similarities and differences between these two ads.
 List the effects each ad has on its audience.

Chapter 20
PRINT ADVERTISEMENTS
Chapter 20.1: Essential Elements of Advertising
 The Advertising Campaign
 Advertising Campaign- Group of advertisements,
commercials, and related promotional materials and activities
that are designed as part of a coordinated advertising plan to
meet the specific goals of a company.
1. Identify the target audience
 2. Determine objectives
 3. Establish the budget
 4. Develop the message
 5. Select the media
 6. Evaluate the campaign

Chapter 20.1: Essential Elements of Advertising
 Advertising Agencies
 Independent business that specialize in developing ad
campaigns and crafting the ads for clients
 Developing Print Advertisements
 Headline- Phrase or sentence that attracts the readers’
attention to a particular product or service
 Copy- Selling message of a written advertisement
 Illustration- The photograph, drawing, or other graphic
elements used in an advertisement
Chapter 20.1: Essential Elements of Advertising
Food for thought…
http://www.bing.com/videos/watch/video/best-buy-s-happy-holiday-ad-campaign/3x0p1va1
 From that ad, who do you perceive the target
audience to be?
 What do you surmise the objective of that ad would
be?
 What is the message of the ad?
Chapter 20.1: Essential Elements of
Advertising
 Class Activity: Due TODAY!
 Break into groups of 2-3
 Imagine that your group manages a creative services
department at an advertising agency. The department is
responsible for presenting ideas for an advertising
campaign a client has created a new type of MP3 player
geared toward the youth market.
 Create a one page report that includes the following:
Create a name for a product
 Develop and inset ideas for a photo or illustration
 Create a catchy slogan for the product
 Create a brand message for the advertising campaign for
this product

Chapter 20.2: Advertising Layout
 Ad Layout: a sketch that shows the general
arrangement and appearance of a finished ad.

Indicates:
Headline Position
 Illustration
 Copy
 Signature

 One Technique: creating a Z layout…Most dominate
item on the top and form a Z down the rest of the
page.
Chapter 20.2: Advertising Layout
 Emphasis: make the reader focus on one aspect of
the ad.




Different sized font
Italics
Bold Face
Combination of capital and lowercase letters
 Advertising Proof: shows exactly how an ad will
appear in print.
Chapter 20.2: Advertising Layout
Example:
Chapter 20.2: Advertising Layout
 Independent Activity: Due Today!
 On page 432, read the “Case Study”Advertising to Reach
Young Males
Write down at least three (3) reasons why companies include
advertising in video games.
 If you play video games, how do these ads differ from the ads you
see on TV? Explain in one paragraph!
