2 WHAT IS PROMOTION?The positive communication a business has with its customersCan be used to communicate messages about the store’s merchandise or to heighten the store’s imageProduct promotion - promotion of a store’s merchandiseInstitutional promotion - promotion meant to heighten a store’s imageThere are several types of promotion that can be used
3 TYPES OF PROMOTIONThere are 4 types of promotion that are commonly used by storesPersonal sellingSales promotionAdvertisingPublic relationsEach of these types of promotion has qualities that help promote the store
4 Personal sellingA type of promotion that involves the use of paid sales associates to interact with the store’s customersA form of personal promotion since it relies on person- to-person interactionEffective personal selling requires that sales associates be friendly, knowledgeable, & helpful so that customers leave with a positive impression of the businessAlso a form of paid promotion since sales associates are paid for their work
5 Sales promotionA type of promotion that involves the use of activities that encourage customers to make purchases, such as issuing coupons or product samples, putting up point-of-purchase displays, running contests or sales events, or sending out sAre often used to introduce new products & to encourage customers to try themThe general goal is to increase sales
6 Advertising A communication to customers paid for by a business A form of non-personal promotion & is a one-way messageThe business creates & sends a message, which is read or viewed by the customerThere is no direct interaction between the business & the customerIs all around us & it comes in many forms, most often in print & on TV
7 Advertising ElementsPrint Advertisements must contain four key elements:Headlines – attract readers, interest and get them to look at the illustration and copy.Copy- represents the selling message in the ad.Illustration – helps to expand on the copy by showing how the product works or how it is used.The Signature – or logo, is the distinctive identification symbol for a business.(Optional) A Slogan – is a catch phrase or small group of words that are combined in a special way to identify a product or company.
15 Public relationsInvolves the use of unpaid references to a business to further a positive impressionThe goal is to showcase the business in a positive mannerPublicity is a form of public relationsPublicity involves calling attention to a newsworthy aspect of the business, such as charitable donationsPublicity is not paid for by the business, & businesses make every effort to generate publicity that is positive & to avoid negative publicity
16 ADVERTISING LAWSAre enacted & enforced by the federal government’s Federal Trade Commission (FTC)The FTC is an agency of the federal government that enacts & enforces advertising laws that protect consumersOne of the purposes of the FTC is to protect consumers from advertising that is deceptive or falseFalse advertising happens when a business knowingly makes claims about a product that are not supported by factIn these cases, the FTC has the legal authority to issue a cease & desist orderThis order legally forces this business to discontinue the advertising that makes untrue claimsThis order can also be issued to a business for using bait-and-switch advertisingThe illegal practice of advertising a product at a low price & then stocking little to none of that product, with the intention of selling customers a more expensive item
17 Advertising elements assignment You will need to find 10 different ad’s/billboards using the internet. Copy and paste the ad onto a word document, identify the 4-5 elements of each ad. Must be SPORTS or ENTERTAINMENT related.Example:Headline: Beef in the Heart of TexasCopy: Angus Third PoundersIllustration: Picture of McDonald’s Third PounderSignature: M Logo (Golden Arches)Slogan: I’m Lovin’ It.
18 Assignment 2 ****Listen to audio first******** You will need to create a billboard (Use a full size poster board fold and cut in half)You may work in groups of no more than 2****Listen to audio first********Fill out a Product Submission form: Found on my website. Print and turn into box – Due WednesdayFill out an Outline Sheet: Found on my website: Print out and turn into box. Make sure you have a sketch of what your billboard is going to look like on the back of the sheet. Due - ThursdayBegin working on your billboard. Due Next Wednesday at the end of class.You must have choose a sports company or product to create a billboard.Each billboard must contain :Headline – Catches the reader’s eyeCopy – describes the productIllustration – Picture depicting the product and it’s usefulnessSignature – Company logo(Optional) Slogan: Company’s slogan if they have one. (IE…I’m loving it: McDonalds)
19 Nike Free: Summer Collection Assignment 3Create a sales promotion for your product that you chose. After completing your billboard you will create coupons for your new product. Will include: Name of your product Picture of your product The discount or sales promotion for your product BarcodeNike Free: Summer CollectionBuy 1 Get 1 ½ OFFBring this in to redeem. Good for in store purchase only.