1. 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

2. 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.

3. 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.

4. 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.

5. 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.

6. 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.

7. 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

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

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

10. 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.

11. Elements of Visual Merchandising
Storefront
Store Layout
Store Interior
Interior Displays

12. 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.

13. 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.

14. 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.

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

17. Architectural Display

18. Open Display

19. Closed Display

20. Point of Purchase Displays

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

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

23. 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

24. 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

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

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

29. Fill in the Blanks for Each Artistic Element

30. Visual Merchandising Element Features

31. 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.

32. Advertising Media Types of Media Internet Advertising
Section 19.1
Types of Media
Internet Advertising
Opt-In 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 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.

33. 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.

34. 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.

35. 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.

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

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

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

39. Types of Internet Advertising
Advertising Media
Section 19.1
Types of Media
Types of Internet Advertising

40. Media Measurement and Rates
Media Rates
Section 19.2
Media Measurement and Rates

41. 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)

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

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

44. Elements of Advertising
Section 20.1
Components of a Print Ad

45. 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

46. 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.

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

48. 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.

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

50. 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.

51. 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.

52. Elements of Advertising
Section 20.1
Developing Print Advertisements
Five Literary Devices

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

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

55. 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.