2. Promotion Advertising Media Visual Merchandising Written Advertising
Publicity and Public Relations
Oakcrest Floral Design 2000

3. Promotion Promotion is any form of communication a business or
organization uses to inform,
pursuade or remind people about
its products and improve its public
image

4. Types of Promotion Advertising Publicity Sale Promotion
Personal Selling

5. Advertising the nonpersonal presentation and promotion
of ideas, goods and services by an identified
sponsor.
Advantages
large numbers see the message
cost per customer is usually low
appropriate media can be easily chosen to reach target market control of content and easily adapted to market
integrated to media possible: TV, radio, print- a fixed message
presell products can influence people to make up their mind before they shop

6. Advertising the nonpersonal presentation and promotion
of ideas, goods and services by an identified
sponsor.
Disadvantages
can not focus on individual needs (message the same for all)
can be too costly
can be wasteful and inefficient
must be brief, often cannot achieve required depth

7. Publicity Image involves creating a demand for a business or
product by placing news about it in publications or
on radio and or TV
Image
the way a business or organization is defined in the public eye
Huge audience for news
Often free
Has the potential for negative image

8. Sales Promotion is the use of marketing devices such as displays,
premiums and contest to stimulate purchases
Displays
windows
floor
counter
visual forms of merchandising

9. Sales Promotion
Premiums-prizes, reward as an added inducement to make a purchase
trading stamps
coupons
factory packs
contest, sweepstakes, rebates;
games and discounts offered by
manufacturers
product samples

10. Personal Selling personal contact with the buyer in an oral fashion:
Order taker
Order getting
Most flexible and individualized promotion
device

11. Promotional Mix a combination of different types of promotion
a business uses to get customers to buy its
products
More than one type of media
Must complement each other
Stimulate interest in varied forms
Must be coordinated : local vs. national or both
Insure smooth transitions between areas

12. Advertisement Development
Advertising agencies
Client services: forecast market needs, prepares marketing plans
Creative services: creates the advertisement and produces the ads
Research services: studies targeted populations and their buying behaviors
Media services: makes decisions on how advertising budgets will be spent on mediums

13. Advertising Media Promotional Limits: bad products helps business by:
creating an interest in products
introducing new products
presenting product information
supporting personal selling efforts
creating new markets
Limits: bad products
unlikely to change the a customer who’s mind is already made up

14. Media Types Print Media Newspapers Magazines Direct Mail Billboards
Directory Advertising
Transit Advertising

15. Broadcast Advertising
Radio
reaches 96% of all population over age 12
15, 30 and 60 second segments
selective audience
flexible and mobile
short life span
competitive
lack of visuals

16. Broadcast Advertising
Television
Pulls together all medium
population inclined to believe what they see
personal and mass audience
flexible short life span
cost prohibitive
audience size not assured
commercials considered a nuisance

17. Specialty Advertising
Relatively inexpensive novelty items with an advertisers name printed on them
hats
pens
calendars
memo pads
give away items

18. Brands A name, design, or symbol that identifies the
products of a company or group of companies
Brand Name- Kleenex, Pepsi, Arby’s Miracle Whip
Brand Mark- Ford’s Blue Oval, US postal service Eagle
Trade character- human form: Pillsbury Doughboy
Slogans are often used:
“Have a Coke and a smile”
Dodge -“Ram Tough”

19. Selection of Media
Does the medium reach the greatest number of customers at the lowest cost?
Does the medium provide opportunity to illustrate the product?
Does the medium provide an opportunity to present an adequate selling message?

20. Selection of Media Does the medium present special problems?
Is the medium flexible in terms of promotion?
Does the medium meet the targeted geographical area?
Does the medium fit the image of the business and offer enough prestige and distinction?

21. Parts of a Print Ad Headline- lettering slogan or saying that gets
the readers attention, arouses interest and leads
them to read an ad
With Prices Like These, Who Needs a Headline?
After a day of Downhill Skiing, Getting a Fine
Meal Shouldn’t be an Uphill Battle.

22. Parts of a Print Ad Copy- the selling message Conversational Appealing
Dramatic
Humorous
Informative

23. Parts of a Print Ad Illustration- the photograph or drawing of
the product
Attract attention
Create Interest
Arouse Desire

24. Parts of a Print Ad Signature- logotype, business id,
trademark, phone number, etc...

25. Visual Merchandising
The coordination of all physical elements in a place of business so that it projects the right image to its customers.
Display- the visual and artistic aspects of presenting a product to a targeted group of customers

26. Elements of Visual Merchandising
Storefront
Marquee
store sign or name
Entrance
varies with store design and placement
Window Display
promotional
institutional
public service

27. Elements of Visual Merchandising
Store layout - the way floor space is allocated.
selling space
merchandise space
customer space
store interior
Interior displays
closed
open
point of purchase
architectural

28. Elements of Visual Merchandising
Interior displays
one time item - single item display
line-of-goods - product line
related merchandise - items that can be used together
variety display - unrelated items
Setting type
realistic - depicts a room or area common to a house
semi-realistic - suggests a setting
abstract - gaining in popularity

29. Artistic Elements Line- most people read displays right to left
Color- can make or break a display
Shape- physical appearance of materials
Direction- guides a viewers eye over the materials
Texture- surface quality

30. Artistic Elements Proportion- relationship between elements
Balance- placement size elements
Motion- attracts attention
Lighting- attracts and highlights items for display

31. Public Relations
Public relations refers to any activity designed to create goodwill towards a business
Employee relations
job training
newsletter
open communication between management and employees
promotion from within

32. Public Relations Customer relations
courtesy
helpfulness
customer advisory board
consumer affairs specialist
Community relations- activities that gain the respect of the community members
foster good relations
civil and social activities
Rotary Club, Junior Achievement

33. Marketing is Promotion
Promotion: any form of communication
used to inform, persuade, or remind
people about a business’s products and
improve its public image. This includes
advertising, publicity, sales promotion
and personal selling.