1 Chapter 17 Promotional Concepts & Strategies Section 17 Chapter 17 Promotional Concepts & Strategies Section Promotion and Promotional Mix Section Types of PromotionKey Termspromotionproduct promotioninstitutional promotionadvertisingdirect marketingsales promotionpublic relationsnews releasepublicitypromotional mixObjectivesExplain the role of promotion in business and marketingIdentify the various types of promotionDistinguish between public relations and publicityDescribe the concept of the promotional mixMarketing Essentials Chapter 17, Section 17.1
2 The Concept of Promotion Promotion is persuasive communication. The goals of promotional activities are summarized by the phrase AIDA:Attract AttentionBuild Interest and DesireAsk for ActionpromotionDecisions about advertising, personal selling, sales promotion, and publicity used to attract potential customers.Marketing Essentials Chapter 17, Section 17.1
3 Types of Promotion in the Promotional Mix There are five basic categories in the promotional mix: Public Relations Personal SellingPromotional Mix Advertising Sales Promotion Direct MarketingMarketing Essentials Chapter 17, Section 17.1
4 Types of Promotion in the Promotional Mix Personal selling involves direct contact between salespeople and customers. This can take place in the forms of:Personal meetingsTelemarketingMarketing Essentials Chapter 17, Section 17.1
5 Types of Promotion in the Promotional Mix Advertising is a form of non-personal promotion and one-way communication. It can be found in places including:NewspapersMagazinesTelevisionBillboardsCity busesadvertisingA form of nonpersonal promotion in which companies pay to promote ideas, goods, or services in a variety of media outlets.Marketing Essentials Chapter 17, Section 17.1
6 Types of Promotion in the Promotional Mix direct marketingA type of advertising directed to a targeted group of prospects and customers rather than to a mass audience.Direct marketing is a type of advertising directed to a targeted group of prospects rather than to a mass audience. Three forms are:Printed direct mailE-MarketingSocial MediaThe goals of direct marketing are to generate sales and leads for salespeople to pursue.
7 Types of Promotion in the Promotional Mix Sales promotion represents all marketing activities–other than personal selling, advertising, and public relations–that are used to stimulate purchasing and sales. Its objectives are to:Increase salesInform potential customers about new productsCreate a positive business or corporate imagesales promotionAll marketing activities–other than personal selling, advertising, and public relations–that are used to stimulate purchasing and sales.Marketing Essentials Chapter 17, Section 17.1
8 Types of Promotion in the Promotional Mix public relations (PR)Activities that help an organization influence a target audience.Public relations (PR) activities try to create a favorable image for a company, its products, or its policies. They can enable an organization to influence a target audience. One of the other goals of public relations is to cultivate media relations with reporters who cover a specific industry.Marketing Essentials Chapter 17, Section 17.1
9 Types of Promotion in the Promotional Mix news releaseAn announcement that is sent by a business or organization to media outlets.A news release is an announcement that is sent to media outlets. It can be used to announce newsworthy developments, such as news about products, distribution channels, facilities, partners, revenues, employees, and events.Marketing Essentials Chapter 17, Section 17.1
10 Types of Promotion in the Promotional Mix publicityA tactic that public relations professionals use to bring information about an organization to the public’s attention.Publicity involves bringing news or newsworthy information about an organization to the public’s attention. This process is also known as placement.The main function of publicity is to develop a positive perception or awareness of the organization in the marketplace. The placement of publicity is free because it often appears as a media story.Publicity’s risk is that its content is not easily controlled by the business that issues it.Marketing Essentials Chapter 17, Section 17.1
11 The Concept of Promotional Mix A promotional mix is a combination of strategies and a cost-effective allocation of resources a company uses to reach its promotional goals. The strategies in the mix are designed to complement one another:Advertising and direct marketing create public awareness.Public relations helps cultivate a favorable image and brand recognition.Sales promotional activities stimulate sales and reinforce advertising.Personal selling builds on all of these efforts by completing the sale.promotional mixA combination of strategies and a cost effective allocation of resources.Marketing Essentials Chapter 17, Section 17.1
12 What does AIDA stand for? Describe the concept of promotional mix. REVIEWWhat is promotion?What does AIDA stand for?Describe the concept of promotional mix.What is the difference between publicity and advertising?
13 Define sales promotion Types of PromotionKey Termssales promotionstrade promotionsconsumer promotionscouponspremiumsincentivespromotional tie-insObjectivesDefine sales promotionExplain the use of promotional tie-ins, trade sales promotions, and loyalty marketing programsMarketing Essentials Chapter 17, Section 17.2
14 Encourage customers to try a new product Sales PromotionSales promotions are incentives that encourage customers to buy products or services. They can be used to:Encourage customers to try a new productBuild awarenessIncrease purchases by current customersReward loyaltysales promotionsAll marketing activities--other than personal selling, advertising, and public relations--that are used to stimulate purchasing and sales.Marketing Essentials Chapter 17, Section 17.2
15 Loyalty marketing programs Point-of-purchase displays Consumer promotions are sales strategies that encourage customers and prospects to buy a product or service. Major consumer sales promotion devices include:CouponsIncentivesProduct samplesSponsorshipsPromotional tie-insProduct placementLoyalty marketing programsPoint-of-purchase displaysMarketing Essentials Chapter 17, Section 17.2
16 Consumer PromotionscouponsCertificates that entitle customers to discounts on goods and services.Coupons are certificates that entitle customers to cash discounts on goods or services. They help to introduce new products, enhance sales of existing products, and encourage retailers to stock the advertised item.Marketing Essentials Chapter 17, Section 17.2
17 Incentives are higher-priced products earned and given away through: Consumer PromotionsincentivesProducts earned or given away through contests, sweepstakes, and rebates.Incentives are higher-priced products earned and given away through:Contests: Competitions based on a demonstrated skillSweepstakes: Games of chanceRebates: Discounts offered if the item is purchased during a certain time periodMarketing Essentials Chapter 17, Section 17.2
18 A physical site (such as a stadium) An event (such as a concert) Consumer PromotionsSponsorship is an integral part of promotion A sponsoring company pays a fee for the right to promote itself and its products at or on a set location, such as:A physical site (such as a stadium)An event (such as a concert)A group (such as a team)A person (such as a golfer)Sponsorship is a high-profile promotional medium. Therefore, deals must be able to withstand public and media scrutiny.Marketing Essentials Chapter 17, Section 17.2
19 Consumer PromotionsPromotional tie-ins are also known as cross-promotion and cross-selling campaigns. These activities involve sales promotional arrangements between one or more retailers or manufacturers, producing mutually beneficial results.promotional tie-insSales promotional arrangements between one or more retailers or manufacturers; also known as cross-promotion and cross-selling campaigns.
20 Consumer PromotionsProduct placement is a consumer promotion that involves using a brand-name product in a movie, TV show, sporting event, or in a commercial for another product.
21 This chapter has helped prepare you to meet the following DECA performance indicators: Develop a sales promotion planAnalyze the use of specialty promotionsExplain the types of promotionIdentify the elements of the promotional mixPrepare simple written reports
22 SUPERBOWL PROMOTION ACTIVITY Choose a group (of 2-3) to work with.Decide on a product to promote.Come up with a superbowl promotion idea & explain what media outlet you will use & why.Come up with a clever slogan to capture the theme of your superbowl promotion.Present to the class.