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PROMOTION. WHAT IS IT? Any form of communication a business or organization uses to: INFORM (Tell about a product) PERSUADE (buy my brand not my competitors)

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Presentation on theme: "PROMOTION. WHAT IS IT? Any form of communication a business or organization uses to: INFORM (Tell about a product) PERSUADE (buy my brand not my competitors)"— Presentation transcript:

1 PROMOTION

2 WHAT IS IT? Any form of communication a business or organization uses to: INFORM (Tell about a product) PERSUADE (buy my brand not my competitors) REMIND (keep name in the public eye)

3 Promotional Objectives Build Awareness Increase demand Differentiate a product from the competitor Highlight products value Change/reinforce customers attitude

4 Promotional Messages Can you hear me now? Good. Buy it. Sell it. Love it. Live in your world, play in ours. Just do it. Im lovin it. The happiest place on earth.

5 PROMOTION 2 TYPES PRODUCT PROMOTION VS. INSTITUTIONAL PROMOTION

6 PRODUCT PROMOTION GOAL: To sell goods and services –Advertisements –Coupons –Sales presentations –Product plugs in interviews Accomplished by: –Explaining features/benefits –Tell where products are sold –Advertising sales –Answer questions –Introduce new products

7 Primary Product Promotion Emphasis on product & use, not the brand Competition between industries (pork vs beef) Good when introducing new concept or completely new product

8 Secondary (Selective) Product Promotion Specific brand or product Already known product Coca-Cola vs Pepsi

9 INSTITIUONAL PROMOTION GOAL: Create favorable image of the company Does NOT directly sell a certain product

10 INSTITIUONAL PROMOTION Used to: –Change attitudes –Highlight issues –Inform public –Show commitment Donated $5million in bottled water to hurricane-ravaged New Orleans in 2005

11 Promotion: ADVANTAGES Contributions to economy Supports mass media Benefits companies

12 Promotion: DISADVANTAGES Deceptive Manipulative Offensive Creates/reinforce s stereotypes Plays upon fears Has limited abilities

13 METHODS OF PROMOTION ADVERTISING PUBLICITY SALES PROMOTION PERSONAL SELLING

14 ADVERTISING It is advertising if: –The Time or Space devoted to it is PAID for –Uses a set format –Identifies the sponsor of the message

15 ADVERTISING: PROs & CONs Reaches large # of people Costs per customer Choose appropriate media Control content Repeat Viewing Presell Cant focus on individual needs $$$$$$ Brief

16 PUBLICITY Placing newsworthy information about a company, product or person in the media How does Publicity differ from Advertising? –PUBLICITY IS FREE

17 PUBLICITY: PROS & CONS FREE LARGE AUDIENCE SEEN AS NON- BIASED GIVE UP CONTROL OF MESSAGE CONTENT AND PRESENTATION NEGATIVE PUBLICITY Kobe Bryant – McDonalds, Nutella, & Ferrero SpA pulled sponsorship Tiger Woods – Gatorade, AT&T, Accenture dropped him

18 SALES PROMOTION Everything else that a company does to get customers to buy their products and use their services. (excludes advertising, publicity and personal selling)

19 SALES PROMOTIONS LOYALTY MARKETING PROGRAMS PROMOTIONAL TIE-INS (McDonalds Monopoly promotion) VISUAL MERCHANDISING AND DISPLAYS PREMIUMS & INCENTIVES (Buy 1 get one free) PRODUCT SAMPLES PRODUCT PLACEMENT

20 PERSONAL SELLING TO BE COVERED LATER!!


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