PROMOTION

1. PROMOTION Written by: Krystin Glover Georgia CTAE Resource Network 2010

2. Promotion Inform Communication by marketers that informs, persuades, and reminds potential buyers of a product in order to influence an opinion or elicit a response. Persuade Remind

3. 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

4. Advertising Impersonal, one-way mass communication about a product or organization that is paid for by a marketer.

5. Traditional Advertising Media ElectronicAdvertising Media • Internet • Electronic mail • Interactive video • Television • Radio • Newspapers • Magazines • Books • Direct mail • Billboards Advertising Media

6. Advantages Reach large number of people Low cost per contact Disadvantages Total cost is high Advertising

7. 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.

8. 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 Public Relations

9. Free samples Popular Tools for Consumer Sales Promotion Contests Trade Shows Vacation Giveaways Coupons Sales Promotion

10. 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 Sales Promotion

11. Personal Selling Planned presentation to one or more prospective buyers for the purpose of making a sale.

12. Advantages Person contact with customer Can track success Disadvantages On a per contact basis, personal selling is the most expensive form of promotion Personal Selling

13. Advertising Communication Mode Indirect and non-personal Communication Control Low Feedback Amount Little Feedback Speed Delayed Message Flow Direction One-way Message Content Control Yes Sponsor Identification Yes Reaching Large Audience Fast Message Flexibility Same message to all audiences Characteristics of Advertising

14. Public Relations Communication Mode Usually indirect, non-personal Communication Control Moderate to low Feedback Amount Little Feedback Speed Delayed Message Flow Direction One-way Message Content Control No Sponsor Identification No Reaching Large Audience Usually fast Message Flexibility Usually no direct control Characteristics of Public Relations

15. Sales Promotion Communication Mode Usually indirect and non-personal Communication Control Moderate to low Feedback Amount Little to moderate Feedback Speed Varies Message Flow Direction Mostly one-way Message Content Control Yes Sponsor Identification Yes Reaching Large Audience Fast Message Flexibility Same message to varied target Characteristics of Sales promotion

16. Personal Selling Communication Mode Direct and face-to-face Communication Control High Feedback Amount Much Feedback Speed Immediate Message Flow Direction Two-way Message Content Control Yes Sponsor Identification Yes Reaching Large Audience Slow Message Flexibility Tailored to prospect Characteristics of Personal Selling

17. Informing Reminding Target Audience Persuading Goals and Tasks of Promotion