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Promoting Products

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What Is Promotion?

Aspect of the marketing mix concerned with the most effective techniques for selling a product

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Information and Exchange Values

Promotions seek to accomplish four goals: Make potential customers aware

of products Make them knowledgeable about

products Persuade them to like products Persuade them to purchase

products

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Promotional Objectives Communicating Information Positioning Products

Positioning is the process of establishing an identifiable brand image in the minds of consumers

Adding Value Increasing Sales Volume

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Promotional Strategies

Pull strategy appeals directly to consumers who will demand the product form retailers

Push strategy encourages wholesalers or retailers to market products to consumers

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The Promotional Mix Types of promotional tools:

Advertising Personal Selling Sales Promotions Publicity Public Relations Word of Mouth

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What Is Advertising?

Promotional tool consisting of paid, nonpersonal communication used by an identified sponsor to inform an audience about a product

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Advertising Strategies Persuasive advertising seeks to

influence consumers to buy a company’s products rather than its rivals’

Comparative advertising indirectly compares two or more products

Competitive advertising directly compares two or more products

Reminder advertising helps to keep the product name in the consumer’s mind

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Advertising Strategies Generic (Primary) Demand Advertising

promotes a generic product category rather than a particular brand

Selective (Secondary) Demand Advertising promotes selective brands

Product Advertising promotes a product or a group of products

Institutional Advertising promotes an organization rather than a specific product

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What Is Advertising Media?

Variety of communication devices for carrying a seller’s message to potential customers

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Advertising Media Television Newspapers Direct Mail Radio Magazines Outdoor Advertising Internet Advertising

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What Is an Advertising Campaign?

Arrangement of ads in selected media to reach targeted audiences

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What Is an Advertising Agency?

Independent company that provides some or

all of a client firm’s advertising needs

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What Is Personal Selling?

Promotional tool in which a salesperson communicates one-on-one with potential customers

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What Is Telemarketing?

Use of telephone solicitations to conduct the personal selling process

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Personal Selling Situations

Retail selling is selling a consumer product for the buyer’s personal or household use

Industrial selling is selling products to other businesses, either for the purpose of manufacturing other products or for resale

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Types of Personal Sellers Inside Order Taker Outside Order Taker Delivery Sales Person Inside Seller Outside Seller Sales Engineer Sales Consultant

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What Is a Sales Promotion?Short-term promotional

activity designed to stimulate consumer

buying or cooperation from distributors, sales

agents or other members of the trade

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Types of Sales Promotions

Coupons are certificates entitling bearers to savings off regular prices

Point-of-Purchase (POP) displays are used to grab customers’ attention as they move through stores

Premiums are gifts given to consumers in return for buying a specified product

Trade shows are sponsored by industries for members and customers

Discount is a temporary price reduction Patronage rewards are given on sustained usage

of a product

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What Is Publicity?Promotional tool in which information about a company or product is transmitted by general mass mediaPublicity is freePublicity can be good or bad

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What Is Public Relations?Company-influenced publicity directed at

building goodwill with the public or dealing

with unfavorable events

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Word of Mouth

Any communication about an organization, its products, or policies thru the personal interaction of people in a society.