Upload
regis
View
51
Download
0
Tags:
Embed Size (px)
DESCRIPTION
Promotional Concepts & Strategies. Answer the following three questions: What unique promotional activities have you observed recently? Identify at least three! How do promotional activities influence your purchases? In your opinion, what is the most effective form of promotion? Why?. - PowerPoint PPT Presentation
Citation preview
Promotional Concepts & StrategiesAnswer the following three questions:1. What unique promotional activities
have you observed recently? Identify at least three!
2. How do promotional activities influence your purchases?
3. In your opinion, what is the most effective form of promotion? Why?
Promotion in Marketing
Promotion is any activity that helps in the exposure or sale of a product Examples?
The goals of promotional activities are AIDA
Attention – first attract attention
Interest – then build interest
Desire – then build desire
Action – ask for action!
Promotion in Marketing
Product promotion is a promotional method used by businesses to convince prospects to select their goods/services instead of a competitor’s brands
Promotional activities attempt to: Explain major features and benefits of the
product Identify where it is sold Advertise sales Answer customer questions Introduce new offerings Foster good relations with existing customers
Promotion in Marketing
Institutional promotion is a promotional method used to create a favorable image for a business, help it advocate for change, or take a stand on trade or community issues
Institutional promotion includes: Company websites Activities to build goodwill or enhance
reputation Foster a favorable image for the company
Promotional Mix
Promotional mix is the combination of personal selling, advertising, direct marketing, sales promotion, and public relations strategies to reach company goals
Promotional Mix
1. Personal Selling Requires sales representatives to generate
and maintain direct contact with prospects and customers
Direct contact can include: Personal meetings In-home demonstrations E-mail Telephone conversations
Is one of the most expensive forms of promotion
Promotional Mix
2. Advertising A form of non personal
promotion in which companies pay to promote ideas, goods, and services
Where is advertising found?
Everywhere!
Billboards Business cards Brochures Internet Magazines Newspapers Phone directories Grocery store receipts Radio Television Sports arenas Cars and buses Restaurant menus Websites
Promotional Mix
3. Direct Marketing A type of promotion that companies use to
address individuals directly and not through a third party medium (TV, radio, internet)
Examples or direct marketing include: Direct mail Telemarketing E-marketing
The goals of direct marketing are to generate sales or leads for sales representatives to pursue
Promotional Mix
4. Sales Promotion Represents all marketing activities—other than
personal selling, advertising and public relations—that are directed at business or retail customers to boost sales
Sales promotions include: Coupons Money-off promotions Competitions Product samples Point-of-purchase displays
The objectives of sales promotions are to increase sales, inform potential customers about new products, and create a positive business or corporate image
Promotional Mix
Public Relations PR activities help an organization to
influence a target audience PR campaigns try to influence general
opinion and create a favorable public image Examples? Publicity involves bringing positive news or
newsworthy information about an organization to the public’s attention Advantages/Disadvantages?
OEHS Image Activity
In a small group (no more than 3 per group): Step 1: Brainstorm and discuss ideas for
creating a better institutional image for OEHS Step 2: Create a public relations campaign
centered around one (or more) of the items generated You may want to consider or include
A news release (see page 398 for an example) The use of social media Types of publicity or placement
All materials created, including brainstorm list, should be submitted for assessment
Developing a Promotional Mix Figure 17.2
Page 400
Develop aPromotional Mix
Types of Promotion Activity
Team Activity (5 members per team) Create a business that sells products to
high school students Assign each member to one of the types
of promotion Each member should develop ideas for a
promotional mix Report your “plan” using a post-it note
Note: Be sure to identify your business and product!
The Push-Pull Concept
Push Policy is a type of promotion in which manufacturers use a mix of advertising, personal selling, and trade discounts with partners in the distribution channel to “push” the product through to the retailer
Pull Policy a type of promotion by manufacturers that directs promotional activities toward consumers Examples are advertising, in-store displays,
demonstrations, etc.
Sales Promotion
Sales promotions are incentives that encourage customers to buy products or services Build brand awareness Encourage customers to try a new product Increase purchases by current customers Reward customer loyalty
Include trade and consumer promotions
Trade Promotions
Trade promotions are sales promotions designed to get support for a product from manufactures, wholesalers, and retailers
Major trade promotions include: Promotional allowance Cooperative advertising Slotting allowances Sales force promotions Trade shows and conventions
Consumer Promotions
Consumer Promotions are sales strategies that encourage customers and prospects to buy a product or service
Examples?
• Coupons • Promotional Tie-Ins
• Premiums • Product Placement
• Deals• Incentives• Product Samples• Sponsorships• Point-of-Purchase
Displays
• Loyalty Marketing Programs
• Online Loyalty Marketing Programs