Presentation on theme: "The Nature of Promotion"— Presentation transcript:
1The Nature of Promotion Razzle DazzleThe Nature of PromotionPromotion LAP 2
2Razzle Dazzle Objectives Explain the role of promotion in marketing. Describe types of promotional objectives.
3Explain the role of promotion in marketing. ObjectiveExplain the role of promotion in marketing.
4You need promotion! You’ve created an exciting new iPhone application. You need potential customers to know:Your product existsWhat it will do for themWhere they can purchase itHow much it costs
5Promotion BasicsPromotion— marketing function needed to communicate information about goods, services, images, and/or ideas to achieve a desired outcomeThe element of the marketing mix that encourages customers to buy or to have certain views or opinionsCan also be described as marketing communication because it involves sending a marketing message to a target audience
6Who Uses Promotion? Examples Large and small businesses Any organization with something to sellLarge and small businessesExamples
7Who Uses Promotion? Producers Special interest groups Any organization with something to sellProducersSpecial interest groupsGovernment agencies
8Who Uses Promotion? Individuals, such as political candidates Any organization with something to sellIndividuals, such as political candidatesIntermediaries (middlemen)
9Characteristics of Effective Promotion Persuasive—must convince customers that the product or company can satisfy specific needsRelevant—must be of interest to the target audienceAppropriate—must “fit” the product
10Characteristics of Effective Promotion Factual—must not be misleadingRepetitive—must create sustained interestCoordinated—must be in sync with other promotional messages
16Promotion Objectives New To inform Used to educate customers on how to use productsHow to be digital-ready:Used most often for new productsAlso used for older products with new uses
17Promotion Objectives To persuade Used to stimulate action Used most often with highly competitive productsOften includes incentivesSometimes used to boost company image
18Promotion ObjectivesTo remindUsed most often to promote a company rather than an individual productA promotion may aim to achieve one, two, or all three of these objectives.Used to reinforce positive opinions that already exist
19Choose one promotion you’ve seen in the past week. Was it for a company or for a specific product?Did you find it relevant and appropriate?Was the promotion meant to inform, to persuade, or to remind?Choose one promotion you’ve seen in the past week.How did it affect you as a consumer?
20Individuals such as political candidates use promotion to convince the public to agree with them or to vote for them.Sometimes, along with positive promotions about themselves, political candidates or parties include negative advertisements about their opponents in their promotional campaigns.These promotions aren’t illegal, but are they ethical?What do you think?
21Lelia Ventling and Sarah Bartlett Borich, MBAResearch Acknowledgments:Original Developers:Lelia Ventling and Sarah Bartlett Borich, MBAResearchVersion 1.0Copyright ã 2010MBA Research and Curriculum Center
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