1. PROMOTIONS 3 goals: 1. Provide information about the product.
2. Persuade the consumer to buy your product.
3. Remind the consumer about the product.
called institutional ads

2. BRANDING The image you want to project
All promotions and marketing activities should support the branding of your product, service, organization, group or person

3. DESCRIBE THE BRAND/IMAGE

4. Example 1

5. Example 2

6. 5. Public Relations & Sponsorship
Promotional Mix
1.Advertising
2. Publicity
3. Personal Sales
4. Sales Promotions
5. Public Relations & Sponsorship

7. 1. ADVERTISING Paid-for promotion Types:
Flyers, Billboards, Radio, Television, Newspapers, Magazines, the Internet (Social Media)

8. 2. PUBLICITY Media information - unpaid 3rd party report:
News coverage
Internet
Buzz

9. 3. PERSONAL SALES Targeted - personal
Dialogue:
Door to door
Phone
Player/star visits
Telemarketing:

10. 4. SALES PROMOTION Encourages consumers to buy a product Types:
Coupons
Contests
Premiums (loyalty cards)
Samples
Special Events

11. 5A. PUBLIC RELATIONS Create a positive image for a company
Donate to charity

12. 5B. SPONSORSHIP Assist others Helps Branding Financial Personnel
Other means
Local teams
Helps Branding

13. MARKETS Competition Consumer Market Segment Target group
Always identify:
Market Niches:
Specific characteristics in the segment
Market Segment
Competition
Target group
Consumer

14. GROUP ACTIVITY
In your groups discuss the advantages and disadvantages associated with each advertising form.

15. AIDA
4 steps in advertising
Attention
Interest
Desire
Action

16. ATTENTION (aka Awareness)
Grabs the attention of the viewer
Examples:
Big fonts/images
Slogan/Logo
Colours

17. INTEREST Make the viewer want to continue seeing your ad or promotion.
If interest is not generated, attention quickly wanders.
Examples:
Clear, up-front purpose
Features and benefits
Provide contests

18. Generate a deeper level of desire.
Remember Maslow
Generate a deeper level of desire.
Examples:
Images of happy users
Testimonials
Rating and awards
Limited offer

19. When, Where, and How to purchase the product.
ACTION
When, Where, and How to purchase the product.
Examples:
Call a number
Access a website
Try a free sample

20. Example 1 of AIDA on an Internet Banner Ad

26. ACTIVITY Work in your existing marketing team groups
Modify your poster for the fruit-flavoured potato chip that you created earlier.
Present your Marketing Mix for your fruit –flavoured potato chips. Include your poster, Identify your brand, market niche targeted by each poster and then discuss each step in AIDA for each poster