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Chapter 19

Promotional Strategy. Chapter 19. Objectives. To Explore Scope of Retail Promotion To Study Elements of Retail Promotion To Discuss Strategic Aspects of Retail Promotion. Advertising. Retail Promotional Mix. Key Elements of Advertising. Paid Form Nonpersonal Presentation

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Chapter 19

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  1. Promotional Strategy Chapter 19

  2. Objectives • To Explore Scope of Retail Promotion • To Study Elements of Retail Promotion • To Discuss Strategic Aspects of Retail Promotion

  3. Advertising Retail Promotional Mix

  4. Key Elements of Advertising • Paid Form • Nonpersonal Presentation • Out-of-store Mass Media • Identified Sponsor

  5. Retail Advertising • Geographically Concentrated Target Markets • Stress Immediacy • Stress Pricing • Lower Rates • Cooperative Advertising

  6. Retail Advertising • Objectives • Media • Print • Broadcast • Out-of-home

  7. Pioneer Message Competitive Message Reminder Message Institutional Message Final Payment by Retailer Vertical Cooperative Advertising Horizontal Types of Advertising Advertising Content Manner of Payment

  8. Advertising Public Relations Retail Promotional Mix

  9. Public Relations Types • Planned • Unexpected • Image Enhancing • Image Detracting

  10. Advertising Public Relations Retail Promotional Mix Personal Selling

  11. Personal Selling Types • Order-taker • Order-getter • PMs (Spiffs)

  12. Greets Customers Determines Customer Wants Shows Merchandise Gives a Sales Presentation Answers Objections Closes the Sale Demonstrates Goods/Services Feedback Salesperson Typical Personal Selling Functions

  13. Advertising Public Relations Retail Promotional Mix Personal Selling Sales Promotion

  14. Sales Promotion Types • Point-of-Purchase • Contests and Sweepstakes • Coupons • Frequent-Shopper Programs • Prizes • Samples • Demonstrations • Referral Gifts • Specialty Items • Special Events

  15. Establishing an Overall Promotional Budget Selecting the Promotional Mix Implementing the Promotional Mix Reviewing and Revising the Promotional Plan Promotional Strategy Planning Determining Promotional Objectives

  16. Methods of Budgeting • All-You-Can-Afford • Incremental • Competitive Parity • Percentage-of-Sales

  17. Provide Information Pioneer Advertising, Public Relations, Point-of-Purchase, Window Displays Knowledge Liking Change Attitudes and Feelings Competitive Advertising, Personal Selling, Sales Promotions, Assertive Efforts, POP Displays Preference Conviction Stimulate Desires Reminder and Institutional Advertising, Personal Selling, Frequent-Shopper Programs Purchase Promotion and the Hierarchy of Effects Behavioral Objective of Promotion Promotional Mix Relevant to Each Step Hierarchy of Effects Awareness

  18. Media Selection • Cost-per-Thousand (CPM) • CPM Target Market • Reach • Frequency • Message Content

  19. Other Considerations • Makeup of Sales Force • Sales Promotion Tools • Responsibility for Coordination

  20. What You Should Know • Scope of Retail Promotion • Elements of Retail Promotion • Advertising • Public Relations • Personal Selling • Sales Promotion • Strategy Aspects of Retail Promotion • Objectives • Budgeting • Mix of Forms • Implementing the Mix • Reviewing and Revising the Plan

  21. Questions? Questions? Questions?

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