1. Promotional Concepts & Strategies
Answer the following three questions:
What unique promotional activities have you observed recently?
Identify at least three!
How do promotional activities influence your purchases?
In your opinion, what is the most effective form of promotion? Why?

2. Promotion in Marketing
Promotion is any activity that helps in the exposure or sale of a product
Examples?
The goals of promotional activities are AIDA
Attention – first attract attention
Interest – then build interest
Desire – then build desire
Action – ask for action!

3. Promotion in Marketing
Product promotion is a promotional method used by businesses to convince prospects to select their goods/services instead of a competitor’s brands
Promotional activities attempt to:
Explain major features and benefits of the product
Identify where it is sold
Advertise sales
Answer customer questions
Introduce new offerings
Foster good relations with existing customers

4. Promotion in Marketing
Institutional promotion is a promotional method used to create a favorable image for a business, help it advocate for change, or take a stand on trade or community issues
Institutional promotion includes:
Company websites
Activities to build goodwill or enhance reputation
Foster a favorable image for the company

5. Promotional Mix
Promotional mix is the combination of personal selling, advertising, direct marketing, sales promotion, and public relations strategies to reach company goals

6. Promotional Mix Personal Selling
Requires sales representatives to generate and maintain direct contact with prospects and customers
Direct contact can include:
Personal meetings
In-home demonstrations
Telephone conversations
Is one of the most expensive forms of promotion

7. Promotional Mix Advertising
Billboards
Business cards
A form of non personal promotion in which companies pay to promote ideas, goods, and services
Brochures
Internet
Magazines
Where is advertising found?
Newspapers
Phone directories
Everywhere!
Grocery store receipts
Radio
Television
Sports arenas
Cars and buses
Restaurant menus
Websites

8. Promotional Mix Direct Marketing
A type of promotion that companies use to address individuals directly and not through a third party medium (TV, radio, internet)
Examples or direct marketing include:
Direct mail
Telemarketing
E-marketing
The goals of direct marketing are to generate sales or leads for sales representatives to pursue

9. Promotional Mix Sales Promotion
Represents all marketing activities—other than personal selling, advertising and public relations—that are directed at business or retail customers to boost sales
Sales promotions include:
Coupons
Money-off promotions
Competitions
Product samples
Point-of-purchase displays
The objectives of sales promotions are to increase sales, inform potential customers about new products, and create a positive business or corporate image

10. Promotional Mix Public Relations
PR activities help an organization to influence a target audience
PR campaigns try to influence general opinion and create a favorable public image
Examples?
Publicity involves bringing positive news or newsworthy information about an organization to the public’s attention
Advantages/Disadvantages?

11. OEHS Image Activity In a small group (no more than 3 per group):
Step 1: Brainstorm and discuss ideas for creating a better institutional image for OEHS
Step 2: Create a public relations campaign centered around one (or more) of the items generated
You may want to consider or include
A news release (see page 398 for an example)
The use of social media
Types of publicity or placement
All materials created, including brainstorm list, should be submitted for assessment

12. Developing a Promotional Mix
Figure 17.2
Page 400
Develop a Promotional Mix

13. Types of Promotion Activity
Team Activity (5 members per team)
Create a business that sells products to high school students
Assign each member to one of the types of promotion
Each member should develop ideas for a promotional mix
Report your “plan” using a post-it note
Note: Be sure to identify your business and product!

14. The Push-Pull Concept
Push Policy is a type of promotion in which manufacturers use a mix of advertising, personal selling, and trade discounts with partners in the distribution channel to “push” the product through to the retailer
Pull Policy a type of promotion by manufacturers that directs promotional activities toward consumers
Examples are advertising, in-store displays, demonstrations, etc.

15. Sales Promotion
Sales promotions are incentives that encourage customers to buy products or services
Build brand awareness
Encourage customers to try a new product
Increase purchases by current customers
Reward customer loyalty
Include trade and consumer promotions

16. Trade Promotions
Trade promotions are sales promotions designed to get support for a product from manufactures, wholesalers, and retailers
Major trade promotions include:
Promotional allowance
Cooperative advertising
Slotting allowances
Sales force promotions
Trade shows and conventions

17. Consumer Promotions
Consumer Promotions are sales strategies that encourage customers and prospects to buy a product or service
Examples?
Coupons
Promotional Tie-Ins
Premiums
Product Placement
Deals
Incentives
Product Samples
Sponsorships
Point-of-Purchase Displays
Loyalty Marketing Programs
Online Loyalty Marketing Programs