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Any form of communication a business or company uses to inform, persuade, or remind people about products and to improve its image PROMOTION.

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Presentation on theme: "Any form of communication a business or company uses to inform, persuade, or remind people about products and to improve its image PROMOTION."— Presentation transcript:

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2 Any form of communication a business or company uses to inform, persuade, or remind people about products and to improve its image PROMOTION

3 Discussion How are promotion and communication similar?

4 Lesson Objectives Define promotion Identify purposes of promotion Define institutional promotion Identify 5 types of promotion Define promotional mix

5 Purposes of Promotion Convince potential customers to buy Explain features/benefits of products Tell where products are sold Advertise sales on products Answer customers questions Introduce new products Create a favorable image of the company or product

6 Institutional Promotion Used to create a favorable image of the company, rather than to directly sell products

7 Discussion Why would an organization promote itself and not its products?

8 Types of Promotion Advertising Sales Promotion Personal Selling Publicity/ Public Relations Visual Merchandising

9 ADVERTISING The non-personal presentation of ideas and products by an identified sponsor. **PAID FOR**

10 SALES PROMOTION stimulate purchases increase store traffic 2 for 1 Sale Buy One, Get One Free $2 off after 8PM on Tuesday

11 PERSONAL SELLING The PERSONAL presentation of a product or company to one or more potential buyers

12 PUBLICITY PUBLIC RELATIONS Creating demand for a business or product by placing news about it in the media

13 Visual Merchandising The coordination of all physical elements in a place of business so that it projects the right image to its customers

14 Discussion List one situation or product for which each type of advertisement would be appropriate.

15 Can you name a type of business that… Uses a lot of advertising and sales promotion, but very little personal selling? Uses very little advertising, but lots of personal selling?

16 What types of promotion do you think the following businesses use? Hayes Chrysler/Jeep Ruby Tuesday Cigarette manufacturers Avon Corporation ebay

17 The combination of promotion types represents a products PROMOTIONAL MIX

18 Quiz Describe the promotional mix that would be appropriate for a business and product(s) that you choose. Explain how you would use each type of promotion. Tell why you would or would not use each type of promotion.


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