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Chapter 17 Promotional Concepts and Strategies SECTION 17.1 The Promotional Mix 1 Marketing Essentials Chapter 17 Promotional Concepts and Strategies Section.

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Presentation on theme: "Chapter 17 Promotional Concepts and Strategies SECTION 17.1 The Promotional Mix 1 Marketing Essentials Chapter 17 Promotional Concepts and Strategies Section."— Presentation transcript:

1 Chapter 17 Promotional Concepts and Strategies SECTION 17.1 The Promotional Mix 1 Marketing Essentials Chapter 17 Promotional Concepts and Strategies Section 17.1 The Promotional Mix

2 Chapter 17 Promotional Concepts and Strategies SECTION 17.1 The Promotional Mix 2 17.1 A SSIGNMENT Ch 17.1 Assessment Pg. 304 # 1-5 DUE: Now

3 Chapter 17 Promotional Concepts and Strategies SECTION 17.1 The Promotional Mix 3 SECTION 17.1 What You'll Learn The role of promotion in marketing The concept of promotional mix The characteristics of personal selling and advertising The nature and scope of publicity The Promotional Mix

4 Chapter 17 Promotional Concepts and Strategies SECTION 17.1 The Promotional Mix 4 SECTION 17.1 The Promotional Mix Why It's Important Since businesses must continually promote their organizations, products, and policies to gain customer acceptance, you will need to learn successful promotional strategies.

5 Chapter 17 Promotional Concepts and Strategies SECTION 17.1 The Promotional Mix 5 SECTION 17.1 The Promotional Mix Key Terms promotion promotional mix product promotion institutional promotion advertising sales promotion public relations publicity push policy pull policy

6 Chapter 17 Promotional Concepts and Strategies SECTION 17.1 The Promotional Mix 6 SECTION 17.1 The Promotional Mix Promotion is any form of communication a business or organization uses to inform, persuade, or remind people about its products. Promotional mix is a combination of the different types of promotion. A business decides on the promotional mix that will be most effective in persuading potential customers to purchase its products. The Concept of the Promotional Mix Slide 1 of 2

7 Chapter 17 Promotional Concepts and Strategies SECTION 17.1 The Promotional Mix 7 SECTION 17.1 The Promotional Mix The Concept of the Promotional Mix A business uses product promotion to convince potential customers to buy its products instead of buying from a competitor. Institutional promotion is used by businesses to create a favorable image for themselves, as opposed to promoting specific products or services. Slide 2 of 2

8 Chapter 17 Promotional Concepts and Strategies SECTION 17.1 The Promotional Mix 8 17.1 Graphic Organizer Elements of the Promotional Mix Four Basic Types of Promotion 1. Personal Selling 3. Sales Promotion 2. Advertising 4. Public Relations & Publicity

9 Chapter 17 Promotional Concepts and Strategies SECTION 17.1 The Promotional Mix 9 SECTION 17.1 The Promotional Mix Types of Promotion 1. Personal Selling - one of the largest forms of promotion - designed to complete a sale once a customer is attracted to a business - one of the most expensive forms of promotion Slide 2 of 4

10 Chapter 17 Promotional Concepts and Strategies SECTION 17.1 The Promotional Mix 10 Types of Promotion 2. Advertising - any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor - American businesses spend about $200 billion each year on advertising.

11 Chapter 17 Promotional Concepts and Strategies SECTION 17.1 The Promotional Mix 11 SECTION 17.1 The Promotional Mix 3. Sales Promotion - includes everything but personal selling, advertising, and public relations - used to stimulate consumer purchasing and sales effectiveness - increase sales - inform customers about new products - create a positive store or corporate image Types of Promotion Slide 3 of 4

12 Chapter 17 Promotional Concepts and Strategies SECTION 17.1 The Promotional Mix 12 4. Public Relations - any activity designed to create a favorable image of a business, its products, or its policies. Types of Promotion

13 Chapter 17 Promotional Concepts and Strategies SECTION 17.1 The Promotional Mix 13 SECTION 17.1 The Promotional Mix Publicity - a specific kind of public relations that involves placing positive newsworthy information about a business in the media Advantages Disadvantages - much cheaper - companies cannot than advertising control negative publicity - a mention on the news - can be subjective info is more likely to be depending on the regarded as objective reporting organization Types of Promotion Slide4 of 4

14 Chapter 17 Promotional Concepts and Strategies SECTION 17.1 The Promotional Mix 14 SECTION 17.1 The Promotional Mix - Most businesses use more than one type of promotion - Each type of promotion is designed to complement one another - National advertising is accompanied with local advertising Coordination of the Promotional Mix

15 Chapter 17 Promotional Concepts and Strategies SECTION 17.1 The Promotional Mix 15 SECTION 17.1 The Promotional Mix In large companies, the marketing department -establishes a promotion budget -allocates resources -coordinates the campaign -determines the right promotional mix for the company Promotional Budget

16 Chapter 17 Promotional Concepts and Strategies SECTION 17.1 The Promotional Mix 16 Promotional Budget In smaller businesses, these responsibilities -rest with the owner-operator -are divided among employees -contracted to outside agencies

17 Chapter 17 Promotional Concepts and Strategies SECTION 17.1 The Promotional Mix 17 SECTION 17.1 The Promotional Mix A push policy is used to convince a retailer to stock the products being promoted, pushing the product to the retailer. A push strategy relies heavily on personal selling and promotion at trade shows. A pull policy is designed to create consumer interest, pulling consumers to the product. The Push-Pull Concept

18 Chapter 17 Promotional Concepts and Strategies SECTION 17.1 The Promotional Mix 18 17.1 A SSIGNMENT Worksheet – Ch 17 Sales Promotion Extra Credit - Bring in an example of one of the four areas of the promotional mix. - Attach explanation of the form of promotion being used. - Give a short presentation to the class. Up to 5 points EC Homework – Ch 17 Fact & Idea Review Pg. 316 # 1- 8

19 Chapter 17 Promotional Concepts and Strategies SECTION 17.1 The Promotional Mix 19 End of Section 17.1 Marketing Essentials


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