UNIT 4 – MARKETING Unit 4.04 Plan Promotion

Any form of communication used to inform, persuade, or remind  It’s everywhere!  Influences knowledge, beliefs, and actions about products, services or ideas PROMOTION

The exchange of information so there is common understanding by all participants EFFECTIVE COMMUNICATION TermWhoExample SenderBusinessUGG ReceiverConsumerYou Encoded MessageAdvertisement (media, store display, internet) Boots Decoded MessageConsumer seeing or hearing messageDid you see it? FeedbackConsumer’s reactionDid you buy it?

 Communication gone wrong EFFECTIVE COMMUNICATION What do you see? What do you hear?

 Tailor Promotional messages  Target Market  Studying Needs & Wants COMMUNICATING THROUGH PROMOTION Early messages Get attention Give simple information Later messages Compare the product to competing brands Highlight advantages After purchase messages Provide reinforcement of their decision Offer after-sale services

 Personalized Promotion – communicates directly with each customer using information tailored to that person  Example: Personal Selling  Mass Promotion – communicates with many people at the same time with a common message  Examples: TV, radio, direct mail, Internet, Billboards, etc. TYPES OF PROMOTION

 Most effective form of marketing communication  Most expensive  Personal Selling  Direct, individualized communication with prospective customers to assess their needs and assist them in satisfying those needs with appropriate products and services  Usually done face-to-face with each customer  Often used for complex and expensive products and services  May require several contacts b/w the salesperson and the customer to complete the sale PERSONALIZED PROMOTION

 Directed to many people at the same time  Not as individualized/specific as personalized promotion  Much less expensive  Advertising – any paid form of communication through mass media directed at identified consumers to provide information and influence their actions  Designed to attract attention and focus consumer on a small amount of specific information  Typically do not result in an immediate sale MASS PRODUCTION

 Publicity – non-paid promotional communication presented by the media rather than by the business  Public Relations – an ongoing program of non-paid and paid communications  Favorably influences public opinion  Sales Promotion – activities and materials designed to reinforce a company’s brand and image  Direct incentive to take an action  Contests, games, give-aways, etc. MASS PRODUCTION

A set of promotional activities designed to generate sales in the retail setting  Visual Merchandising – uses visual signals to communicate in a retail setting  Example: shelf labels, signs, displays at point-of-sale  Could replace a salesperson for information MERCHANDISING