Download Promotion is Communication

Principles of Marketing
Chapter 36
• Promotion is the process of telling people
about a product and the company that
offers it.
• Let’s brainstorm the ways that companies
promote their products.
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Sales associate helping customers
TV commercials
Billboards
Direct mail
Advertisements in newspapers and
magazines
• Public service announcements
• Corporate sponsorship of sporting events
• Another term commonly used for
promotion
• Promotion is part of the marketing mix
• Communication from an organization to
its customers, potential customers, and the
public
• Brainstorm a list of the goals of promotion
• Basic marketing goals
• Sell products
• Make profit
• Informs
• Expresses
• Persuades
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Existing products
New products
New features on existing products
Use or assembly of products
Safety issues that may affect the use of a product
Charities and cultural organizations the business
supports
• Events the business sponsors in the community
• Remind customers of their product
• Words
• Color
• Motion
• Music
Describe a promotional message that was memorable.
What made this message memorable? What feelings did
the message evoke in you? What product did it promote?
Did the message make you want to buy the product? Did
you buy the product?
• Persuasion is the use of logic, argument, or pleading to
get another person to agree with you or to act in a certain
way.
• Promotional messages persuade people to buy through
the use of
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Information
Reminders
Expressions
Entertainment
• Use one of the promotional goals to write
your own promotion for your office
product.
• Present your promotion to the class
• Print ads
• Speaking radio ads
•Acting TV commercials
• Target market might be business (B2B) or
consumer (B2C)
• What is being promoted: product or institution
• Product promotion is marketing communication that
focuses on the product and selling the product
• Institutional promotion focuses on the image of the
organization
• Promotion mix is the combination of promotional
elements used in a promotion
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Personal selling
Advertising
Sales promotion
Public relations
• These fall into two categories
• Personal promotion
• Nonpersonal promotion
• The marketer and the customer communicate in person
• Personal selling is the only promotion in this category
• The seller can customize the message, based on the
immediate response from the customer
• Promotion that communicates the same message
to all potential customers
• No interaction between the marketer and the
target market
• Elements of nonpersonal promotion
• Advertising
• Sales promotion
• Public relations
• Nonpersonal promotion paid for by an identified
sponsor
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Print advertisements in newspapers and magazines
Commercials broadcast over radio and TV
Internet ads
Billboards
Transit advertising on buses and subway cars
Direct marketing channels—the same message is sent to all
receivers
• U.S. Postal service--catalogs
• Telemarketing
• Internet
• Marketing activities designed to entice customers to buy
a company’s products
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Coupons
Contests
Free samples
Gift-inside
• Short-term activities
• Used with other forms of promotion to support overall
goals
• B2C and B2B sales promotions
• Promotional activities designed to create goodwill
between a company and the public
• Used mostly for institutional promotion
• Proactive public relations consists of communications initiated
within the company for the purpose of image building
• Reactive public relations consists of communications in response
to negative events or damaging information that appears in the
media
• Information about a company and its products that
appears in the media
• The company does not pay the media to carry the
message
• Public relations specialists send information to the
media, hoping that the media will print or broadcast the
story
• Tools of publicity
• Press release
• Press kit—includes press release, brochures, and photographs
• Press conference
• Find a recent article that contains newsworthy
information about a well-known company.
• Summarize the article in your own words and site your
source.
• Answer the following questions about your article:
• Is the information in the article positive, negative, or neutral?
Why do you think so?
• What impact will this article have on the reputation of the
company? Why do you think so?
• What impact will this article have on sales and profits? Why do
you think so?
• Pull strategy is promotional effort focused on the
consumer
• Primarily advertising
• B2C
• Customer demand often causes the retailer to contact the
wholesaler or manufacturer to increase the product order
• The consumer demand pulls the product through the
distribution channel
• Promotional efforts are focused on the wholesalers,
distributors, and retailers
• Manufacturers promote their products to wholesalers
and distributors and encourage them to add the products
to their inventory
• Wholesalers and distributors, in turn, promote these
products to retailers and encourage them to stock their
stores with the products
• This is a B2B strategy, and personal selling is used
• Actions marketers take to create a certain image of a
product in the minds of customers
• The actual position of a product is in the mind of the
consumer
• Marketers decide what position they would like their
product to have, then build a promotional strategy to
achieve that position
Buzz Marketing
Sponsorship
• Buzz marketing is
promotion designed to
look as though it is
coming from an unbiased
stranger or a friend,
instead of from a
corporation
• The sponsor pays for an
activity such as a sporting
event, a cultural
performance, or a charity
event
• Many corporations want
to sponsor the Olympics
so that they can use the
Olympic logo in their
advertising
• A series of coordinated promotional activities desgined
to achieve a specific goal
• Image building
• The mental picture of what a customer believes about a
product
• Emphasizes a particular aspect of a product by focusing on
creating an impression of the product
• Product differentiation
• Convenience, customization, and greater customer satisfaction
• Direct response
• The seller communicates directly with the buyer and asks for
an immediate response