Marketing 4.04

1. Marketing 4.04 Understand promotional channels used to communicate with targeted audiences.

2. 4.04 A Identify communications channels used in sales promotion.

3. Discuss differences between advertising and sales promotions. • ___________________is a __________________l form of promotion that is delivered through selected media outlets that, under most circumstances, require the marketer to pay for message placement. • ________ _______________ are ________-_________ _____________________ to encourage the purchase or sale of a product or service • Explain reasons that businesses use sales promotions. • Attempts to provide _______ _________ or incentives as well as _____________ _________.

4. Coupons Rebates Promotional pricing Trade-in Loyalty programs Sampling/free trials Free products Premiums Contest and sweepstakes Demonstrations Personal appearances Describe types of _________________ sales promotions.

5. Discuss/explain types of ___________ sales and _________________________ sales promotions. Types: • Point-of-Purchase Displays • Advertising Support Programs • Short Term Allowances • Sales Incentives or Push Money • Promotional Products • Trade Shows

6. Examples of popular sales promotions activities: • _______________________________ (BOGOF) - which is an example of a self-liquidating promotion. For example if a loaf of bread is priced at $1, and cost 10 cents to manufacture, if you sell two for $1, you are still in profit - especially if there is a corresponding increase in sales. This is known as a PREMIUM sales promotion tactic. • _____________________________________ (CRM) incentives such as bonus points or money off coupons. There are many examples of CRM, from banks to supermarkets.

7. Examples of Popular Sales Promotion Activities (cont.) • __________________ - Websites and mobile phones that support a sales promotion. For example, in the United Kingdom, Nestle printed individual codes on KIT-KAT packaging, whereby a consumer would enter the code into a dynamic website to see if they had won a prize. Consumers could also text codes via their mobile phones to the same effect. • ___________________ additions such as dump bins, point-of-sale materials and product demonstrations.

8. Examples of Popular Sales Promotion Activities (cont.) • __________________ e.g. Subway gave away a card with six spaces for stickers with each sandwich purchase. Once the card was full the consumer was given a free sandwich. • ___________________________ e.g. Budget airline such as EasyJet and Ryanair, e-mail their customers with the latest low-price deals once new flights are released, or additional destinations are announced.

9. Examples of Popular Sales Promotion Activities (cont.) • ____________________________ between brands owned by a company, or with another company's brands. For example fast food restaurants often run sales promotions where toys, relating to a specific movie release, are given away with promoted meals. • _______________________ (aka. sampling) e.g. tasting of food and drink at sampling points in supermarkets. For example Red Bull (a caffeinated fizzy drink) was given away to potential consumers at supermarkets, in high streets and at petrol stations (by a promotions team).

10. Examples of Popular Sales Promotion Activities (cont.) • ________________________, often seen in newspapers and magazines, on packs. • _______________________________________, in newspapers, magazines, on the TV and radio, on The Internet, and on packs. • ______________________________ products that raise money for charities, and the less well off farmers and producers, are becoming more popular. • _____________________ - for example, 0% finance over 3 years on selected vehicles

11. Describe types of ______________________ displays that are used for sales promotion • Allow products to be prominently presented, often in __________________ areas, increasing the probability it will stand out • Stand alone displays

12. Compare the _________________and _____________ between coupons and rebates • Both provide a discount to customers • May reward customers for their loyalty • _____________ are __________________ at the point ____________________, while ___________ must be ________________and _____________to the customer

13. Distinguish between push and pull sales promotion strategies. • ___________ sales promotions: _________________________ to convince or ___________________________ and promote products in their retail establishments. Relies heavily on personal selling and sales promotion (______________________). • allowances, buy-back guarantees, free trials, contests, specialty advertising items, discounts, displays, premiums • ____________sales promotions: ___________________________ to increase their interest and demand for products. Customers will _________________________________ the products. Relies heavily on ___________________. • samples, coupons, cash refunds, rebates, loyalty programs, contests, sweepstakes, POP

14. Compare contests, sweepstakes, games • Explain how contests, sweepstakes, and games differ. • ___________________ are special promotions awarding value to winners ___________________ they demonstrate compared to others • ______________ are _________________, but based on ___________. Winners are determined by ______________ selection • _____________ come in a variety of formats, such as scratch-off cards and collection of game pieces. To participate in games, customers may be required to make a purchase.

15. Describe trends in sales promotions Marketers need to __________ advantages short-term promotions offer versus the potential to erode loyalty to the product • Customer ___________: Many customers are conditioned to expect a promotion at the time of purchase otherwise they may __________or even alter their _________ if a promotion is ________ ____________. • Electronic Delivery: The __________ and _________ technologies, such as cellphones, present marketers with a number of new delivery ____________. • ____________: For instance, grocery retailers, whose customers are in possession of __________ _______, have the ability to match customer sales ________ to coupon use. This information can then be sold to coupon marketers who may use the information to get a better picture of the ___________ _______________ of those responding to the coupon.

16. Describe trends in sales promotions (cont.) • ________________ _____________: In addition to websites that offer access to coupons, there are a large number of ___________________ ___________ sites where members _________ details about how to obtain good deals which often include information on how or where to find a sales promotion. • ______________: _________________ with other promotions for ________________ ________________. This is particularly an issue with inserted coupon promotions that may be included in mailing or printed media along with numerous other offerings.

17. 4.04 B Explain communications channels used in public-relations activities.

18. Explain the role of _________ __________ in business. • building awareness and a ___________ ________ for a company or client within stories and articles found in relevant __________ outlets • closely ________________ numerous ____________ channels for __________ ___________ about a company and its products • ________________ ___________ that __________ company or product ___________ • building _____________ among an organization’s target market through ______________, _______________ and special programs and events

19. Discuss advantages/disadvantages associated with _____________ _______________. • _____________ • Considered a _________ ___________ form of promotion • Can result in the ___________ _________ being exposed to _________ detailed ________________ than they receive with other forms of promotion • Can be __________ ___________ • Very ________ ___________

20. Discuss advantages/disadvantages associated with public relations (cont.) • __________________ • Marketers _____ _______ ________ __________ __________ over whether a message is delivered and where it is placed for delivery • The news media may not give the exact message as planned by the marketer • May ____ _________ ___ _________ ___________ on promotional expense if the news ________ _______ there is ________ __________ to the story • Could get “________________” from media coverage for a more __________ ____________news story

21. Describe the main ____________ used in ___________ ___________ to communicate with targeted audiences. Tools: • Media relations • Media tours • Newsletters • Special events • Speaking engagements • Sponsorships • Employee relations • Community relations and philanthropy

22. Explain tools used to communicate public relations messages to the media. Tools: • ______________ _____________ • Audio/Video _____________ • __________ Releases • _______________ ____________ __________

23. Discuss ___________ that public relations specialists _______________ markets. • Watching what is written and reported in ___________________ print and broadcast ______________ • Keeping an eye on _________________ occurring through various ________________outlets such as forums, chat rooms, blogs and other ____________ _________________ areas. • Marketers ________be prepared to ___________ ______________ to ________________ information and ___________ opinions about products as it can _________ _______ _____ _____________ very _____________through the _____ _______________ channels. • _______________ to ___________ ____________________ can be ____________________ to a product or company’s reputation.

24. Describe the purpose of __________ _________________ in public relations. • Crisis Management: the process by which an organization deals with a _________ ___________ that _______________ to harm the organization, its stakeholders, or the general public • To ___________ ________________ to negative information about the company. • Marketers can ___________ the ______________ and __________ in a _______________ fashion. • To manage response effectively, many companies have crisis management ____________ _____ ___________ that outline steps to take and __________ ____________________ to speak on behalf of the company ____________ an ___________ _________.

25. Explain ___________ in ___________ ___________. • ______________ • ________________ • Search engine ________________ (SEO) • Describe the use of ___________ for public relations activities. • Report ______-_____________ blogs that _________the ____________________at the company • Allows company employees to post messages ___________ the company ________________

26. Describe the use of _________ ____________ in public relations activities. • Web Forums: where people can _________ their ______________ ___________ _________________________. • Helps _________ ___________________ for an organization as forum members recognize a company’s effort to reach out to the public. • Forums can cause _____________ ___________________ as a ______________ ______________ for ____________ and _________________________.

27. Explain how _________ ____________ can be used for public relations activities. • _____________ _______________ __________________ (RSS): this technology makes it easy for people to know when __________ __________________ is _____________ to a website. • The nature of the technology allows anyone who links to the RSS feed to ________________ ___________ _____________ of the content. • Many _____________ and other ________ _____________ are finding this to be a more _________________ way to acquire information, particularly if they follow a specific industry and can identify specific information websites to monitor. • By __________________ to relevant RSS feeds they have ___________ ____________ rather than spending ________ _____________

28. Describe the use of _____________________ for public relations activities. • Quick and easy way to ___________ out ____________/_________ news ________________ and other promotional material • Explain how ____________ ____________ ____________ (SEO) can be used for public relations activities. • Helps ___________ ____________ ______________ outlets (_________________ _____________) to mention the company at _______ ____________ ___________ to the company • Can work to ________________ ______________ in _____________ __________________