2. UNIT Promotion

3. ACTIVITY Using note cards, describe your favorite Commercial WITHOUT indicating the product or service. Share your commercial with the class & see how many students: – recognize the ad – can identify the brand, & – got the message.

4. ACTIVITY QUESTION: How did they do that?

5. ASSIGNMENT Read Chapter 28 Do questions 6 - 10 in the text on page 380

6. OBJECTIVE Be able to identify & describe “The Four P’s of Marketing.”

7. The “Four P’s” of Marketing Product Planning Pricing Promotion Physical Distribution

8. OBJECTIVE Be able to break promotion down into its six components. Define each component & provide examples

9. PROMOTION Advertising Display (Visual Merchandising) Public Relations Publicity Personal Selling Sales Promotion

10. ACTIVITY With a partner, describe how “Coca - Cola” uses all six of these discussed components in its promotional campaigns: * ADVERTISING * PUBLICITY * DISPLAY * SELLING * PUBLIC RELATIONS * SALES PROMOTION

11. OBJECTIVE Be able to define the phrase “Promotional Mix”

12. Promotional Mix How a company allocates its limited resource called money to the different promotional tools

13. OBJECTIVE Be able to identify two advantages & two disadvantages to each type of promotional method discussed in class

14. ACTIVITY In a small group, identify the advantages & disadvantages of the promotional method given to your group.

15. ACTIVITY In a small group, identify the advantages & disadvantages of the promotional method given to your group. See Handout for Results

16. OBJECTIVE Using the communications model discussed in Level I, be able to identify the role business & consumers play when a company promotes a good or service.

17. The Communications Model The Sender The Message The Receiver Feedback Blocks Distractions

18. The Communications Model

19. The Communications Model (ACTIVITY) The Sender__________ The Message__________ The Receiver__________ Feedback__________ Blocks__________ Distractions__________

20. ASSIGNMENT Read Chapter 29, pages 382 - 389. Do any two of the “Critical Thinking” questions on page 390. Do workbook pages 139 - 141

21. Developing a Promotional Campaign

22. PROJECT Promoting the School Store School Store

23. STEP 1 1 ANSWER THE 6 BASIC QUESTIONS

24. OBJECTIVE Be able to identify & answer the six basic questions reviewed at the start of any promotional campaign.

25. ANALOGY If your were told to give a speech, what six basic questions would you want answered before you spoke?

26. The Six Basic Questions What should I promote? Why should I promote? To whom should I promote? Where should I promote? When should I promote? How should I promote? –goals, budget, resource allocation, follow-up evaluation

27. The Six Basic Questions What should I promote? Why should I promote? To whom should I promote? Where should I promote? When should I promote? How should I promote? –goals, budget, resource allocation, follow-up evaluation

28. The Six Basic Questions What should I promote? Why should I promote? To whom should I promote? Where should I promote? When should I promote? How should I promote? –goals, budget, resource allocation, follow-up evaluation

29. The Six Basic Questions What should I promote? Why should I promote? To whom should I promote? Where should I promote? When should I promote? How should I promote? –goals, budget, resource allocation, follow-up evaluation

30. The Six Basic Questions What should I promote? Why should I promote? To whom should I promote? Where should I promote? When should I promote? How should I promote? –goals, budget, resource allocation, follow-up evaluation

31. The Six Basic Questions What should I promote? Why should I promote? To whom should I promote? Where should I promote? When should I promote? How should I promote? –goals, budget, resource allocation, follow-up evaluation

32. The Six Basic Questions What should I promote? Why should I promote? To whom should I promote? Where should I promote? When should I promote? How should I promote? –goals, budget, resource allocation, follow-up evaluation

33. STEP 2 1 2 IDENTIFY WHY PEOPLE BUY

34. OBJECTIVE Be able to define Buying Motives & provide examples when given different products/services & market segments

35. Buying Motives The reasons why people buy products & services

36. Buying Motives The reasons why people buy products & services. EMOTIONAL ORRATIONAL REASONS

37. Buying Motives EMOTIONAL –love –friendship –sympathy –fear –social approval –pleasure –comfort RATIONAL –convenience –efficiency –durability –dependability –saving/making $$$ –saving time –investments

38. STEP 3 1 2 Distinguish Between Product & Institutional Promotions 3

39. OBJECTIVE Be able to identify examples of the different types of promotional campaigns presented

40. The School Store (PROMOTIONAL CAMPAIGN) Institutional Product/Service Event Ideas School Store

41. STEP 4 1 2 Identify a Theme, Slogan, Brand, and/or Trademark 3 4

42. OBJECTIVE Be Able to Define the Terms : –Theme –Slogan –Brand –Trademark

43. DEFINITIONS Theme –Central Idea or Idea of a Promotional Campaign Slogan –Catchy, Easy to Remember Phrase Summarizing a Theme

44. DEFINITIONS Brand –Name Given to a Line of Goods Trademark –A Picture or Symbol Identifying Your Product or Company

45. STEP 5 1 2 Conduct a Marketing Research Project 3 4 5

46. OBJECTIVE Be Able to Define Marketing Research & the Questions it Can Answer For Your Company

47. Marketing Research Gathering Information About the Consumers Most Likely to Buy My Product/Service –Who are my customers? –Where can I reach them? –When can I reach them?

48. Marketing Research Important Concepts Market Segmentation –Dividing “The Market” into smaller, easier to reach, easier to satisfy groups based on their... Demographics –The defining characteristics of people that can used to divide large groups into smaller groups

49. Demographics Age Sex Geographic Location Incomes Occupations Family Size Interests & Hobbies

50. Demographics Religion Ethnic Background Race Wealth Body Types Education Etc. Etc. Etc.

51. EXAMPLE (AGE) Freshman Sophomore Junior Seniors

52. EXAMPLE (INTERESTS) Country Old Rock Metal New Age Classics Jazz Other

53. Combinations Freshman Who Like the Classics Seniors Who Can Line Dance to Country Sophomores & Juniors Who “Head Bang” Seniors Who “Get Down” With Bach Older Students Who “Groove” to the Sound of Hubie Green Freshman Who “Dig” the Beatles

54. Combinations Married Couples Living in Four Bedroom Homes With No Children Left at Home Senior Citizens Living in the South With Incomes Over $100,000 Young Parents With One Income in the 20 - 30,000 Range Who Rent Apartments Single Men Living With Mom/Dad Over the Age of 25 With Incomes Over $50,000

55. Questions You Need to Ask What do these people want & need? What kind of problems do they have? What is the most important buying motive? How can I reach them? How much will they spend? What are their alternatives? Etc. etc. etc.

56. EXAMPLE

57. Married Couples Living in Four Bedroom Homes & No Children Left What do these people want & need? What kind of problems do they have? What is the most important buying motive? How can I reach them? How much will they spend?

58. For the Answers Do Marketing Research!!!

59. Marketing Research Primary –Research done by the company Secondary –Reviewing information gathered by others

60. ACTIVITY First: Using “A Capital Market Place” article as a guide, make a list of the demo- graphics of the people who live in or near Washington DC

61. ACTIVITY Second: Using your list of demographics as a guide, identify the buying motives and products for each demographic group

62. PROBLEM!!! The demographics and buying behaviors of our populations change constantly & we are expected to keep up if we are to be successful

63. ACTIVITY First: Using “You’ll Know it’s the 21st Century” article as a guide, identify the demographic changes occurring in our country. Each student will be assigned a section to review for the class

64. ASSIGNMENT Using “You’ll Know it’s the 21st Century” article as a guide, identify the buying motives and products that will become important in the future in our country

65. STEP 6 1 2 Identify the Advertising Media to Be Used in Your Campaign 3 4 5 6

66. OBJECTIVE Be Able to Identify the Advantages & Disadvantages of the Various Media Available

67. ASSIGNMENT Read Chapter 30, pages. Do two of the “Critical Thinking” questions on page 402. Do workbook page 145

68. Advertising Media Print –Newspaper –Magazines –Directories Broadcast –TV –Radio Direct Mail

69. Advertising Media Specialty (Sales Promo) “Out of Home” –Billboards, Transit Other –Telemarketing –Movie Ads –Specialty Items –Etc.

70. Media Evaluation Criteria Total Cost Cost Per Capita (Person) Use of Senses Targeting Ability Quality of Graphics Flexibility Life Span Reach Response time Personalize Competition Measurement of Effect

71. Media Evaluation Activity: Given a specific media identified in class, have a small group list three advantages & three disadvantages of that media. Present your results to the class. Support your opinion with sound reasoning.

72. Media Evaluation HomeworkAssignment Given a list of the various media available & a chart featuring the important criteria to consider when evaluating media, identify the strengths & weaknesses of each media.

73. OBJECTIVE Be able to describe the 12 techniques used by advertisers to encourage consumers to buy a product, service, or idea.

74. Advertising Techniques Involvement Appeal to Fear Association Timing Repetition Saliency Widget Sales

75. Advertising Techniques Appeal to Emotions Buzz Words Mkt. Segmentation Volume Brand Names Cinderella Syndrome Widget Sales

76. OBJECTIVE Be able to identify & explain the use of the AIDA Theory in the creation of print ads Creating Print Advertisements

77. AIDA Theory Attention Interest Desire Action

78. OBJECTIVE Be able to design & write copy for a printed advertisement Copy

79. Terms to Know Copy Art (Graphics) Logotype –Trademark –Font Layout White space

80. COPY Headline –Usually the largest, boldest words on the page Sub Head –Just below headline in a medium font Copy –The majority of the printed message

81. COPY Headlines –Get the reader’s attention by: Asking a question Suggesting an action Stating an interesting fact Stating a benefit

82. COPY Sub-heads –Builds on the headlines, draws attention to the content, & brings the reader into the copy

83. COPY The Copy –Must create interest –Must be accurate/truthful –Must develop desire for the product –Must ask for an action

84. COPY Building Interest: –ID a problem –Relate it to the customer’s problem Create Desire: –Offer to solve their problems –Offer benefits –Be absolutely clear Ask For a Buying Action

85. GRAPHICS Illustrations Can: –Get attention –Have sales appeal –Communicate benefits Types: –Pictures, drawings, designs, backgrounds, holographs, etc.

86. General Guidelines for Advertising Copy Be Human Be Simple Be Sincere Be Specific Be Informative Be Enthusiastic Be Clear Be Believable

87. Steps in Advertisement Design Copywriters –Do rough drafts Artists –Do a Thumbnail Sketch

88. OBJECTIVE Be able to write effective radio copy (Know 8 of the 10 rules for writing radio copy)

89. Writing Radio Copy The opening must grab attention Talk to only one person Write the way you talk, not the way you write Stress a benefit

90. Writing Radio Copy Use “power words” or active verbs You don’t need complete sentences Use the company name a lot Make sure your copy is “correct” (wording)

91. Writing Radio Copy Don’t begin with a question Limit your ad to two main points Be honest (Don’t overstate your case) Ask for an action

92. OBJECTIVE Be able to define the terms associated with media expense calculations

93. Media Expense Factors Circulation (Audience) Production Costs Preferred Space Location Discounts Prestige & Credibility of Media Reproduction Quality How Specific You Want the Target Market

94. Newspaper Advertising Production Costs are low Special requests add to cost –color –Inserts Most ads are “Run of Paper” (ROP) Special locations add to the expense “Split runs” add to the expense

95. Newspaper Advertising Advertising is sold using “Rate Cards” “Flat Rate” refers to a price per line inch (Found on Rate Card). “Sliding Scale” refers to discounts available for frequent or large ads A “Combination Rate” refers to the price given for advertising in various media owned by the same company

96. Magazine Advertising Similar to newspaper advertising Allows for “secondary circulation” Production expense varies, but is usually much higher than newspapers (+30% for color) Preferred locations cost more (back cover) “Bleed Pages” are ads without borders (15 - 20 % surcharge is added)

97. Magazine Advertising “Gatefolds” are ads with bi- or tri- folds and cost extra “Spreads” are ads on two facing pages and cost extra “Split-runs” are similar to newspaper ads Size, dollar, & frequency discounts available

98. Television Advertising Expense is high, but the reach is great Expense varies with audience size, season of the year, time of day, preferred location of ad, length, & production expense. Time of day is broken into parts called “Day-parts”: –“Prime Time” 7:30 pm - 11:00 pm –“Day-time”10:00 am - 4:30 pm

99. Television Advertising TV viewing is highest in winter, low in summer Program quality & popularity effect expense “Run of Program” (ROP) is done on TV potentialTV rates are set by “Gross Rating Points” (GRPs) representing 1% of the potential market

100. Radio Advertising Similar to TV except that production expense is lower “Dayparts” –Drive time5:30 am - 10:00 am 3:00 pm - 7:00 pm –Day time10:00 am - 3:00 pm –Evenings 7:00 pm - 12:00 pm –Overnight12:00 pm - 5:30 am

101. Calculating Media Expense Absolute vs. relative expense of advertising Numbers based on marketing research –CPMCost per thousand –CPRPCost per rating point Rating Systems –NeilsonAudit Bureau of Circulation –ArbitronTraffic Audit Bureau

102. OBJECTIVE Be able to calculate the expense of advertising in the various media

103. Calculating Media Expense Math Problem Example

106. Calculating Media Expense Math Problem Sample SEE HANDOUTS

107. VISUAL MERCHANDISING Display Building