Promotion

2. Promotion Advertising Media Visual Merchandising Written Advertising Publicity and Public Relations

3. Promotion Promotion is any form of communication a business or organization uses to inform, pursuade or remind people about its products and improve its public image

4. Types of Promotion • Advertising • Publicity • Sale Promotion • Personal Selling

5. Advertising the nonpersonal presentation and promotion of ideas, goods and services by an identified sponsor. Advantages • large numbers see the message • cost per customer is usually low • appropriate media can be easily chosen to reach target market control of content and easily adapted to market • integrated to media possible: TV, radio, print- a fixed message • presell products can influence people to make up their mind before they shop

6. Advertising the nonpersonal presentation and promotion of ideas, goods and services by an identified sponsor. Disadvantages • can not focus on individual needs (message the same for all) • can be too costly • can be wasteful and inefficient • must be brief, often cannot achieve required depth

7. Publicity involves creating a demand for a business or product by placing news about it in publications or on radio and or TV Image • the way a business or organization is defined in the public eye • Huge audience for news • Often free • Has the potential for negative image

8. Sales Promotion is the use of marketing devices such as displays, premiums and contest to stimulate purchases • Displays • windows • floor • counter • visual forms of merchandising

9. Sales Promotion Premiums-prizes, reward as an added inducement to make a purchase • trading stamps • coupons • factory packs • contest, sweepstakes, rebates; games and discounts offered by • manufacturers • product samples

10. Personal Selling personal contact with the buyer in an oral fashion: • Order taker • Order getting Most flexible and individualized promotion device

11. Promotional Mix a combination of different types of promotion a business uses to get customers to buy its products • More than one type of media • Must complement each other • Stimulate interest in varied forms • Must be coordinated : local vs. national or both • Insure smooth transitions between areas

12. Advertisement Development • Advertising agencies • Client services: forecast market needs, prepares marketing plans • Creative services: creates the advertisement and produces the ads • Research services: studies targeted populations and their buying behaviors • Media services: makes decisions on how advertising budgets will be spent on mediums

13. Advertising Media Promotional helps business by: • creating an interest in products • introducing new products • presenting product information • supporting personal selling efforts • creating new markets Limits: bad products unlikely to change the a customer who’s mind is already made up

14. Media Types • Print Media • Newspapers • Magazines • Direct Mail • Billboards • Directory Advertising • Transit Advertising

15. Broadcast Advertising • Radio • reaches 96% of all population over age 12 • 15, 30 and 60 second segments • selective audience • flexible and mobile • short life span • competitive • lack of visuals

16. Broadcast Advertising • Television • Pulls together all medium • population inclined to believe what they see • personal and mass audience • flexible short life span • cost prohibitive • audience size not assured • commercials considered a nuisance

17. Specialty Advertising • Relatively inexpensive novelty items with an advertisers name printed on them • hats • pens • calendars • memo pads • give away items

18. Brands A name, design, or symbol that identifies the products of a company or group of companies Brand Name- Kleenex, Pepsi, Arby’s Miracle Whip Brand Mark- Ford’s Blue Oval, US postal service Eagle Trade character- human form: Pillsbury Doughboy Slogans are often used: • “Have a Coke and a smile” • Dodge -“Ram Tough”

19. Selection of Media • Does the medium reach the greatest number of customers at the lowest cost? • Does the medium provide opportunity to illustrate the product? • Does the medium provide an opportunity to present an adequate selling message?

20. Selection of Media • Does the medium present special problems? • Is the medium flexible in terms of promotion? • Does the medium meet the targeted geographical area? • Does the medium fit the image of the business and offer enough prestige and distinction?

21. Parts of a Print Ad Headline- lettering slogan or saying that gets the readers attention, arouses interest and leads them to read an ad With Prices Like These, Who Needs a Headline? After a day of Downhill Skiing, Getting a Fine Meal Shouldn’t be an Uphill Battle.

22. Parts of a Print Ad Copy- the selling message Conversational Appealing Dramatic Humorous Informative

23. Parts of a Print Ad Illustration- the photograph or drawing of the product Attract attention Create Interest Arouse Desire

24. Parts of a Print Ad Signature- logotype, business id, trademark, phone number, etc...

25. Visual Merchandising • The coordination of all physical elements in a place of business so that it projects the right image to its customers. • Display- the visual and artistic aspects of presenting a product to a targeted group of customers

26. Elements of Visual Merchandising • Storefront • Marquee • store sign or name • Entrance • varies with store design and placement • Window Display • promotional • institutional • public service

27. Elements of Visual Merchandising • Store layout - the way floor space is allocated. • selling space • merchandise space • customer space • store interior • Interior displays • closed • open • point of purchase • architectural

28. Elements of Visual Merchandising • Interior displays • one time item - single item display • line-of-goods - product line • related merchandise - items that can be used together • variety display - unrelated items • Setting type • realistic - depicts a room or area common to a house • semi-realistic - suggests a setting • abstract - gaining in popularity

29. Artistic Elements • Line- most people read displays right to left • Color- can make or break a display • Shape- physical appearance of materials • Direction- guides a viewers eye over the materials • Texture- surface quality

30. Artistic Elements • Proportion- relationship between elements • Balance- placement size elements • Motion- attracts attention • Lighting- attracts and highlights items for display

31. Public Relations • Public relations refers to any activity designed to create goodwill towards a business • Employee relations • job training • newsletter • open communication between management and employees • promotion from within

32. Public Relations • Customer relations • courtesy • helpfulness • customer advisory board • consumer affairs specialist • Community relations- activities that gain the respect of the community members • foster good relations • civil and social activities • Rotary Club, Junior Achievement

33. Marketing is Promotion Promotion: any form of communication used to inform, persuade, or remind people about a business’s products and improve its public image. This includes advertising, publicity, sales promotion and personal selling.