1. Standard 2

2.  Understand the role of Promotion  Define Promotion: ◦ Any form of communication a business or organizations uses to inform, persuade or remind.

3.  Since businesses must continually promote their organizations, products and policies to gain customer acceptance, you will need to learn successful promotional strategies.  These strategies make up the Promotional Mix

4.  The promotional mix is a combination of the different types of promotion. There are four basic types of promotion: 1.Advertising 2.Publicity/Public Relations 3.Personal Sales 4.Sales Promotion

5.  Advertising is any paid form of non-personal promotion of ideas, goods or services. Advertising can be found anywhere from magazines, TV and internet to anything that is ONE-WAY communication.

6.  Public relations - The method or activities of establishing and promoting a favorable relationship with the public.  Publicity is part of public relations and involves placing newsworthy information about a business, product or policy in the media.  It’s mostly free.

7.  Personal sales are when individuals make contact with potential buyers face-to-face to promote their business, products or policies.

8.  Sales promotion represents all marketing activities other than the three already mentioned, like: ◦ Contests ◦ Fashion shows ◦ Coupons  Used to stimulate consumer purchase immediately

9.  Factors affecting the promotional mix: ◦ Technology ◦ Economy ◦ Market ◦ Distribution

10.  Match the examples below to one of the 4 strategies in the promotional mix: (advertising, publicity, personal sales, sales promotion) 1. TV Commercial 2. Insurance sales4. Coupon 5. contest 6. Fashion Show 7. Magazine Ad 3. News release 7. Home Tupperware Party

11.  1. Advertising (one-way paid communication)  2. Personal sales  3. Publicity  4. Sales Promotion  5. Sales Promotion  6. Sales Promotion  7. Advertising  8. Personal Sales

12. AdvantagesDisadvantages Allows large number of people to see the advertised message Can’t focus on individual needs Can be controlledCan be too expensive for many businesses Can have repeat viewersCan be inefficient (short coverage of billboards & magazines) Can pre-sale products before customers go shopping

13. AdvantagesDisadvantages save a business money by extending it’s advertising budget May not be accurate or presented in the way or time that will reach the right audience Can increase a business’ profit and exposure Can be negative or harmful to the business Lack of control of content

14. AdvantagesDisadvantages Personalized to individual customers Most expensive form/per sale Largest form of promotionHas slower distribution/coverage compared to advertising Easier for personal sales to focus on target market and complete the sale

15. AdvantagesDisadvantages Variety of activitiesShort term incentives Includes many different marketing activities to stimulate consumer interest including business to business promotions Can be controlled

16.  Trade Promotions –sales promotion activities are designed to gain manufacturers’, wholesalers’ and retailers’ support for a product. More money is actually spent on promoting to businesses than to consumers.  Major trade promotions include:  Slotting –  Buying Allowances –  Trade shows & conventions -

17. ◦ Slotting – paid by the manufacturer to the retailer for placing their new products on the shelves, store advertising and display costs. ◦ Buying Allowances – a price discount given by manufactures to retailers to encourage them to buy more. ◦ Trade shows & Conventions – designed to reach wholesalers and retailers to display new products and/or increase sale of previous products.

18.  Premiums – low cost items given to customers  Incentives – generally products earned through contest, sweepstakes and rebates  Product Samples – in store or by mail  Product tie-in’s or co-operative advertising- cost sharing arrangement whereby both a supplier and advertiser pay for advertising & promo

19.  Product placement – product recognition developed by featuring products in special events, TV, movies, etc.  Visual Merchandising & Display– coordination of all physical elements to project the right image to its consumers. Displays refers to the artistic and visual aspects used to present a product.  Loyalty Programs – frequent buyer rewards