Presentation on theme: "Marketing Promotion. Promotion – Persuasive Communication Product Promotion – explain the major features and benefits of product or service, identify."— Presentation transcript:
Promotion – Persuasive Communication Product Promotion – explain the major features and benefits of product or service, identify where it is sold, answer customer questions, introduce new offerings Institutional Promotion- used to create favorable image for business, help business advocate for change, take a stand on an issue. This doesn’t directly sell a product or service, it is intended to enhance the image of company. 5 Types of Promotion Personal selling- hire a sales force who generate and maintain contact with prospects and customers Advertising – non personal promotion. One way communication to prospects customers
Direct Marketing – advertising to target group of prospects and customers. Use printed direct mail and electronic direct mail. Usually gives recipients an incentive to respond Sales Promotions – marketing activities used to stimulate purchases coupons, product samples, displays Public Relations – activities enable organization influence target audience, and to create favorable image of company. News Release- one of most important media tools. Announces newsworthy developments about company Publicity – bringing news or newsworthy info about a company to the publics attention. Try to bring positive perception. Best part is publicity is FREE. Negative – business cannot control the context and angle media decides to take.
Promotional Mix – combination of strategies and cost-effective allocation. Strategies used are designed complement one another Push – Pull Concept Push Policy – manufacturers will use a mix of promotions to get retailers to stock the product Pull Policy – directs promotions to consumers. It is designed to get consumer interest and demand Project p.366 in book. News release. You are to write a news release about a new product.