2WHAT 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
3TYPES 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
4Personal 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
5Sales 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
6Advertising 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
7Advertising 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.
15Public 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
16ADVERTISING 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
17Advertising 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.
18Assignment 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)
19Nike 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.