2 Promotion Advertising Media Visual Merchandising Written Advertising Publicity and Public RelationsOakcrest Floral Design 2000
3 Promotion Promotion is any form of communication a business or organization uses to inform,pursuade or remind people aboutits products and improve its publicimage
4 Types of Promotion Advertising Publicity Sale Promotion Personal Selling
5 Advertising the nonpersonal presentation and promotion of ideas, goods and services by an identifiedsponsor.Advantageslarge numbers see the messagecost per customer is usually lowappropriate media can be easily chosen to reach target market control of content and easily adapted to marketintegrated to media possible: TV, radio, print- a fixed messagepresell 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 identifiedsponsor.Disadvantagescan not focus on individual needs (message the same for all)can be too costlycan be wasteful and inefficientmust be brief, often cannot achieve required depth
7 Publicity Image involves creating a demand for a business or product by placing news about it in publications oron radio and or TVImagethe way a business or organization is defined in the public eyeHuge audience for newsOften freeHas the potential for negative image
8 Sales Promotion is the use of marketing devices such as displays, premiums and contest to stimulate purchasesDisplayswindowsfloorcountervisual forms of merchandising
9 Sales PromotionPremiums-prizes, reward as an added inducement to make a purchasetrading stampscouponsfactory packscontest, sweepstakes, rebates;games and discounts offered bymanufacturersproduct samples
10 Personal Selling personal contact with the buyer in an oral fashion: Order takerOrder gettingMost flexible and individualized promotiondevice
11 Promotional Mix a combination of different types of promotion a business uses to get customers to buy itsproductsMore than one type of mediaMust complement each otherStimulate interest in varied formsMust be coordinated : local vs. national or bothInsure smooth transitions between areas
12 Advertisement Development Advertising agenciesClient services: forecast market needs, prepares marketing plansCreative services: creates the advertisement and produces the adsResearch services: studies targeted populations and their buying behaviorsMedia services: makes decisions on how advertising budgets will be spent on mediums
13 Advertising Media Promotional Limits: bad products helps business by: creating an interest in productsintroducing new productspresenting product informationsupporting personal selling effortscreating new marketsLimits: bad productsunlikely to change the a customer who’s mind is already made up
14 Media Types Print Media Newspapers Magazines Direct Mail Billboards Directory AdvertisingTransit Advertising
15 Broadcast Advertising Radioreaches 96% of all population over age 1215, 30 and 60 second segmentsselective audienceflexible and mobileshort life spancompetitivelack of visuals
16 Broadcast Advertising TelevisionPulls together all mediumpopulation inclined to believe what they seepersonal and mass audienceflexible short life spancost prohibitiveaudience size not assuredcommercials considered a nuisance
17 Specialty Advertising Relatively inexpensive novelty items with an advertisers name printed on themhatspenscalendarsmemo padsgive away items
18 Brands A name, design, or symbol that identifies the products of a company or group of companiesBrand Name- Kleenex, Pepsi, Arby’s Miracle WhipBrand Mark- Ford’s Blue Oval, US postal service EagleTrade character- human form: Pillsbury DoughboySlogans are often used:“Have a Coke and a smile”Dodge -“Ram Tough”
19 Selection of MediaDoes 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 leadsthem to read an adWith Prices Like These, Who Needs a Headline?After a day of Downhill Skiing, Getting a FineMeal Shouldn’t be an Uphill Battle.
22 Parts of a Print Ad Copy- the selling message Conversational Appealing DramaticHumorousInformative
23 Parts of a Print Ad Illustration- the photograph or drawing of the productAttract attentionCreate InterestArouse Desire
24 Parts of a Print Ad Signature- logotype, business id, trademark, phone number, etc...
25 Visual MerchandisingThe 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 StorefrontMarqueestore sign or nameEntrancevaries with store design and placementWindow Displaypromotionalinstitutionalpublic service
27 Elements of Visual Merchandising Store layout - the way floor space is allocated.selling spacemerchandise spacecustomer spacestore interiorInterior displaysclosedopenpoint of purchasearchitectural
28 Elements of Visual Merchandising Interior displaysone time item - single item displayline-of-goods - product linerelated merchandise - items that can be used togethervariety display - unrelated itemsSetting typerealistic - depicts a room or area common to a housesemi-realistic - suggests a settingabstract - gaining in popularity
29 Artistic Elements Line- most people read displays right to left Color- can make or break a displayShape- physical appearance of materialsDirection- guides a viewers eye over the materialsTexture- surface quality
30 Artistic Elements Proportion- relationship between elements Balance- placement size elementsMotion- attracts attentionLighting- attracts and highlights items for display
31 Public RelationsPublic relations refers to any activity designed to create goodwill towards a businessEmployee relationsjob trainingnewsletteropen communication between management and employeespromotion from within
32 Public Relations Customer relations courtesyhelpfulnesscustomer advisory boardconsumer affairs specialistCommunity relations- activities that gain the respect of the community membersfoster good relationscivil and social activitiesRotary Club, Junior Achievement
33 Marketing is Promotion Promotion: any form of communicationused to inform, persuade, or remindpeople about a business’s products andimprove its public image. This includesadvertising, publicity, sales promotionand personal selling.