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PROMOTION
Written by: Krystin Glover
Georgia CTAE Resource Network 2010
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Promotion
Communication by marketers
that informs, persuades, and
reminds potential buyers of a
product in order to influence an
opinion or elicit a response.
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Promotional Mix
Combination of promotion tools
used to reach the target market
and fulfill
the organization’s
overall goals.
Advertising
Public Relations
Sales Promotion
Personal Selling
Word-of-Mouth
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Advertising
Impersonal, one-way
mass communication
about a product or organization
that is
paid for by a marketer.
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Advertising Media
Traditional Advertising Media
Traditional Advertising Media
ElectronicAdvertising Media
ElectronicAdvertising Media
Television Radio Newspapers Magazines Books Direct mail Billboards
Internet Electronic mail Interactive video
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Advertising
Advantages
Reach large number of people
Low cost per contact
Disadvantages
Total cost is high
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Public Relations
Public information about a
company, good, or service
appearing in the mass media as a
news item, which is free to the
company.
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Public Relations
Advantages Publicity is free;
advertising is not Can be used to create
a positive image within the community
Viewed as being more credible or believable than advertising
Disadvantages
Give up much of your control of your message
Not all publicity is positive
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Sales Promotion Free samplesFree samples
ContestsContests
Trade ShowsTrade Shows
Vacation GiveawaysVacation Giveaways
CouponsCoupons
Popular Toolsfor
Consumer SalesPromotion
Popular Toolsfor
Consumer SalesPromotion
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Sales Promotion
Advantages Unique and has special
appeal to a potential customer
Helps build customer loyalty
Disadvantages Difficult to end without
the customers becoming dissatisfied
Store image and sales can suffer if the promotion is not properly planned and managed
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Personal Selling
Planned presentation to
one or more prospective buyers
for the purpose
of making a sale.
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Personal Selling
Advantages
Person contact with customer
Can track success
Disadvantages
On a per contact basis, personal selling is the most expensive form of promotion
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Characteristics of Advertising
Communication Mode Communication Mode
Communication ControlCommunication Control
Feedback AmountFeedback Amount
Feedback SpeedFeedback Speed
Message Flow DirectionMessage Flow Direction
Message Content ControlMessage Content Control
Sponsor IdentificationSponsor Identification
Reaching Large Audience Reaching Large Audience
Message FlexibilityMessage Flexibility
AdvertisingAdvertising
Indirect and non-personal Indirect and non-personal
LowLow
LittleLittle
DelayedDelayed
One-wayOne-way
YesYes
YesYes
Fast Fast
Same message to all audiencesSame message to all audiences
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Characteristics of Public Relations
Communication Mode Communication Mode
Communication ControlCommunication Control
Feedback AmountFeedback Amount
Feedback SpeedFeedback Speed
Message Flow DirectionMessage Flow Direction
Message Content ControlMessage Content Control
Sponsor IdentificationSponsor Identification
Reaching Large Audience Reaching Large Audience
Message FlexibilityMessage Flexibility
Public RelationsPublic Relations
Usually indirect, non-personal Usually indirect, non-personal
Moderate to lowModerate to low
LittleLittle
DelayedDelayed
One-wayOne-way
NoNo
NoNo
Usually fast Usually fast
Usually no direct controlUsually no direct control
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Characteristics of Sales promotion
Communication Mode Communication Mode
Communication ControlCommunication Control
Feedback AmountFeedback Amount
Feedback SpeedFeedback Speed
Message Flow DirectionMessage Flow Direction
Message Content ControlMessage Content Control
Sponsor IdentificationSponsor Identification
Reaching Large Audience Reaching Large Audience
Message FlexibilityMessage Flexibility
Sales PromotionSales Promotion
Usually indirect and non-personal Usually indirect and non-personal
Moderate to lowModerate to low
Little to moderateLittle to moderate
VariesVaries
Mostly one-wayMostly one-way
YesYes
YesYes
Fast Fast
Same message to varied targetSame message to varied target
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Characteristics of Personal Selling
Communication Mode Communication Mode
Communication ControlCommunication Control
Feedback AmountFeedback Amount
Feedback SpeedFeedback Speed
Message Flow DirectionMessage Flow Direction
Message Content ControlMessage Content Control
Sponsor IdentificationSponsor Identification
Reaching Large Audience Reaching Large Audience
Message FlexibilityMessage Flexibility
Personal SellingPersonal Selling
Direct and face-to-face Direct and face-to-face
HighHigh
MuchMuch
ImmediateImmediate
Two-wayTwo-way
YesYes
YesYes
Slow Slow
Tailored to prospectTailored to prospect
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Goals and Tasks of Promotion
InformingInforming RemindingReminding
PersuadingPersuading
TargetAudience
TargetAudience
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Promotion (con’t)
Examples include: • web sites • autograph sessions• fan festivals • t-shirts give-aways
Promotion (con’t)
Stadiums event promotions are designed to:• facilitate fan participation.• create a cheerful atmosphere.
The most common types of events promotions include:
1. In-stadium promotions which occur inside stadiums or arenas.
For example: • lucky seats giveaways• mascot races• football tosses• backstage access at concerts
The most common types of events promotions include:
2. Walk-in promotions which are received as fans walk inside stadiums and arenas.
For example: • T-shirts, hats, visors.• foam hands, pennants, can holders.
Differentiate between institutional and product promotion.Institutional promotion, also referredto as organizational advertising, isdesigned to: • create a positive image.• establish and maintain goodwill.• may result in an increase in sales of
the good or service.
Institutional Promotion
Examples include:• NBA Read to Achieve Program • Nike and Reebok basketball camps• Camp Mariah (Mariah Carey)• Daddy’s House (P. Diddy)
Differentiate between institutional and product promotionProduct promotion, also referred toas product advertising, is designedto:• simulate sales of a business,
organization, or celebrity’s good or service.
• launch new products.
Product Promotion
Examples include:• pre-album release listening parties. • a musician promoting release of new
single.• Coca-Cola setting up pre-concert
promotion booths providing samples of Vanilla Coke.