Unit 3 Review (Chapters 17 – 20) Key Topics: The Promotional Mix Types of Promotion Display Features Artistic Design Advertising Media Media Rates Elements of Advertising Advertising Layout

Types of Promotion in the Promotional Mix Section 17.1 Types of Promotion in the Promotional Mix The Promotional Mix Personal Selling Direct contact Expensive promotional mix A cost-effective combination of advertising, selling, sales promotion, direct marketing, and public relations strategies used to reach company goals.

Types of Promotion in the Promotional Mix Section 17.1 Types of Promotion in the Promotional Mix The Promotional Mix Personal Selling Advertising Direct contact Advertising is everywhere Expensive advertising A form of nonpersonal promotion in which companies pay to promote ideas, goods, or services in a variety of media outlets.

Types of Promotion in the Promotional Mix Section 17.1 Types of Promotion in the Promotional Mix The Promotional Mix Personal Selling Advertising Direct Marketing Direct contact Advertising is everywhere Mail Expensive E-marketing Telemarketing Social media direct marketing A type of advertising that sends a promotional message to a targeted group of prospects and customers rather than to a mass audience. social media Electronic media that allows people with similar interests to participate in a social network.

Types of Promotion in the Promotional Mix Section 17.1 Types of Promotion in the Promotional Mix The Promotional Mix Personal Selling Advertising Direct Marketing Sales Promotion Direct contact Advertising is everywhere Mail Coupons Expensive E-marketing Money-off promotions Telemarketing Product samples Social media Displays sales promotion All marketing activities, other than personal selling, advertising, and public relations, that are directed at business or retail customers to boost sales.

Types of Promotion in the Promotional Mix Section 17.1 Types of Promotion in the Promotional Mix The Promotional Mix Personal Selling Advertising Direct Marketing Sales Promotion Public Relations (PR) Direct contact Advertising is everywhere Mail Coupons News releases Expensive E-marketing Money-off promotions Social media Telemarketing Publicity Product samples Social media Displays public relations Activities that help an organization to influence a target audience. publicity Bringing news or newsworthy information about an organization to the public’s attention. news release An announcement sent to the appropriate media outlets.

Develop a Promotional Mix The Promotional Mix Section 17.1 The Concept of Promotional Mix Discuss the Six Steps of the Promotional Mix Develop a Promotional Mix

Examples of Different Types of Sales Promotions Types of Promotion Section 17.2 Examples of Different Types of Sales Promotions -

Examples of Each Type of Consumer Promotion Types of Promotion Section 17.2 Sales Promotions Examples of Each Type of Consumer Promotion

Visual Merchandising Encompasses all of the physical elements that merchandisers use to project an image to customers Goals: Improve service Educate the customer Increase productivity levels Reinforce store image You may think “Mrs Johnson” I know what VM is… I’ve been to the mall. But we often don’t realize all of the foresight and planning that goes into creating a favorable customer experience and how this ultimately portrays the company’s image. It directly affects our buying decisions whether we realize it or not.

Elements of Visual Merchandising Storefront Store Layout Store Interior Interior Displays

Storefront Sign Logo Marquee Exterior design Ambiance Landscaping Design of the sign should be original and easily recognizable. The name letters, materials and colors that are used help create the store’s image. And upscale department store might use an elegant script while a toy store would use bright primary colors to reinforce a youthful and playful image. A Marquee is an architectural canopy over the store entrance. Example would be movie theatres listing show times. Entrances are usually designed with customer convenience and store security in mind Window displays- initiate the selling process, create excitement and attract prospects.

Store Layout Selling space Storage space Personnel space Customer space Selling space is used for displays, wall and floor merchandise, product demonstrations, sales transactions, and aisles for customer traffic flow. Storage space is used for items kept in inventory or stockrooms (what is inventory again?) Personnel space is allocated for employees, office space, lockers, lunch breaks, and restrooms. Customer space is designed for the comfort and convenience of the customer : in store restaurants, seating, lounges, and recreation areas for children.

Color Lighting Sound Graphics Fixtures Origins Cosmetics Store Interior Color Lighting Sound Graphics Fixtures Origins Cosmetics Once the general placement of store merchandise has been decided, store personnel can develop the visual merchandising approach for the interior. Mannequins, decorations, comfortable seating, and innovative props all create a memorable shopping experience. Floor and wall colorings, lighting, colors, signs, and graphics greatly impact the customer’s experience and their image of the store.

Types of Interior Displays One-item display Similar-item display Related-product display Assortment or cross-mix display

Architectural Display

Open Display

Closed Display

Point of Purchase Displays

Store Decorations Could be seasonal VonZipper or Electric Goggles fish bowl – shop actually got fish. Store Decorations

Window Displays Provide a brief introduction about the merchandise Strengthen traffic and sales Attract interest

Use complementary colors to create contrast Design & Display Tips Use complementary colors to create contrast Lines within displays direct viewer’s attention Effective displays have a FOCAL POINT Motion should accentuate merchandise not overpower it

Lighting can help merchandise look more attractive Display lighting should be 2 to 5 times stronger than store’s general lighting Colored lighting can create dramatic effects

Artistic Design Choose two complementary colors, two adjacent colors, and three triadic colors.

Display Types Display Type Description Example One-item display Similar-item display Related-product display Assortment or cross-mix display

Fill in the Blanks for Each Artistic Element

Visual Merchandising Element Features

Television Advertising Advertising Media Section 19.1 Types of Media Broadcast Media Television Advertising Radio Advertising Companies can advertise nationally on network television or on local television stations. Radio advertisers can carefully target their audiences when they select the station on which to broadcast their ads. broadcast media Radio and television.

Advertising Media Types of Media Internet Advertising Section 19.1 Types of Media Internet Advertising Opt-In E-Mail Ads Banner and Search Engine Ads Rich-Media and Video Ads Social-Media Advertising Podasts Blogs Internet advertising The form of advertising that uses either e-mail or the World Wide Web. podcast Any brief digital broadcast that includes audio, images, and video delivered separately or in combination. blog Personal Web site where an individual shares thoughts, pictures, and comments with visitors.

Promotional Advertising Institutional Advertising Advertising Media Section 19.1 Getting Ready to Sell Promotional Advertising Institutional Advertising promotional advertising Advertising designed to increase sales. institutional advertising Advertising designed to create a favorable image for a company and foster goodwill in the marketplace.

Newspaper Advertising Direct-Mail Advertising Directory Advertising Advertising Media Section 19.1 Types of Media Print Media Newspaper Advertising Magazine Advertising Direct-Mail Advertising Directory Advertising Outdoor Advertising Transit Advertising print media Advertising in newspapers, magazines, direct mail, signs, and billboards. transit advertising Advertisement seen on public transportation.

Advertising Media Types of Media Specialty Media Books Calendars Section 19.1 Types of Media Specialty Media Books Calendars Magnets Pens Pencils Shirts Caps Bags specialty media Relatively inexpensive useful items featuring an advertiser’s name or logo; also called giveaways or advertising specialties.

Examples of Each Type of Media Advertising Media Section 19.1 Types of Media Examples of Each Type of Media

Advantages and Disadvantages of Print Media Advertising Media Section 19.1 Types of Media Advantages and Disadvantages of Print Media continued

Advantages and Disadvantages of Print Media Advertising Media Section 19.1 Types of Media Advantages and Disadvantages of Print Media

Types of Internet Advertising Advertising Media Section 19.1 Types of Media Types of Internet Advertising

Media Measurement and Rates Media Rates Section 19.2 Media Measurement and Rates

Key Terms in Media Measurement Cost per Thousand (CPM) Media Rates Section 19.2 Media Measurement Key Terms in Media Measurement audience The number of homes or people exposed to an ad. Audience frequency The number of times an audience sees or hears an advertisement. Frequency impression A single exposure to an advertising message. Impression cost per thousand (CPM) The media-measurement cost of exposing 1,000 readers or viewers to an advertising impression. Cost per Thousand (CPM)

Factors That Affect Newspaper Advertising Rates Media Rates Section 19.2 Media Rates Factors That Affect Newspaper Advertising Rates

Elements of Advertising Section 20.1 advertising campaign advertising agencies logotype headline copy illustration clip art signature slogan

Elements of Advertising Section 20.1 Components of a Print Ad

Elements of Advertising Section 20.1 The Advertising Campaign Planning an Integrated Advertising Campaign 1 Identify the target audience advertising campaign A group of advertisements, commercials, and related promotional materials and activities that are designed as part of a coordinated advertising plan to meet the specific goals of a company. 2 Determine objectives 3 Establish the budget 4 Develop the message 5 Select the media 6 Evaluate the campaign

Elements of Advertising Section 20.1 The Advertising Campaign What is an advertising agency? advertising agency An independent business that specializes in developing ad campaigns and crafting the ads for clients.

Elements of Advertising Section 20.1 Developing Print Advertisements What is a logotype? logotype A graphic symbol for a company, brand, or organization; logo.

Elements of Advertising Section 20.1 Developing Print Advertisements Elements of Print Advertisements Headline headline The phrase or sentence in an advertisement that captures the readers’ attention, generates interest, and entices them to read the rest of the ad.

Elements of Advertising Section 20.1 Developing Print Advertisements Elements of Print Advertisements Headline Copy copy The selling message of a written advertisement.

Elements of Advertising Section 20.1 Developing Print Advertisements Elements of Print Advertisements Headline Copy Illustration Clip Art illustration The photograph, drawing, or other graphic element that is used in an advertisement. clip art Inexpensive or free images, stock drawings, and photographs.

Elements of Advertising Section 20.1 Developing Print Advertisements Elements of Print Advertisements Headline Copy Illustration Signature Clip Art Slogan signature The name of the advertiser or logotype that is the distinctive identification symbol for a business. slogan A catchy phrase or words that identify a product or company.

Elements of Advertising Section 20.1 Developing Print Advertisements Five Literary Devices

Tips for Developing Effective Ad Layouts Advertising Layout Section 20.2 Tips for Developing Effective Ad Layouts

Facts About the Elements of Advertisements Advertising Layout Section 20.2 Print Advertising Layouts Facts About the Elements of Advertisements

Print Advertising Layouts Section 20.2 Print Advertising Layouts Most advertising proofs are developed and delivered in a digital format. advertising proof A presentation of an ad that shows exactly how it will appear in print.