Presentation on theme: "Promotion & The Promotional Mix. Promotion is persuasive communication. Informs people of products & services. Enhances public image and reputation."— Presentation transcript:
Promotion is persuasive communication. Informs people of products & services. Enhances public image and reputation. Educates the public about issues. AIDA - attract Attention, build Interest & Desire, and ask for Action. 2 types of promotion: Product promotion explains features & benefits, identifies where product is sold, advertises sales, answers customer questions. Institutional promotion is used to create a favorable image for a business.
There are 5 basic categories: Personal selling Advertising Direct marketing Sales promotion Public relations
Requires that a company employ sales reps who maintain contact with customers and prospects. One of the costliest forms of promotion. Can take form of personal meetings, telemarketing, e-mail contact, and correspondence. Typically takes place after, or a result of, other promotional activities.
Advertising is a form of nonpersonal promotion. Companies pay to promote ideas with a variety of media outlets. With advertising, a company engages in a one-way communication to the customer or prospect. Direct Marketing is a type of advertising directed to a targeted group of customers & prospects, rather than a mass audience. The 2 forms are printed direct mail & electronic direct mail. ▪ Usually generates a response from the targeted customer by making a special offer. ▪ Gives recipients an incentive to respond by visiting a store or Web site. ▪ Allows one-way communication with customer; however, CAN-SPAM Act was passed in 2003.
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 sales, inform potential customers about new products, and create a positive company image. Include coupons, product samples, and point-of-purchase displays. Public relations (PR) activities enable an organization to influence a target audience. Campaigns try to create favorable image for company. News releases, publicity: placement is free, more believable than advertising.
1. As a class, decide on a business we would like to create! 2. Then, get into groups of 2-3 students. 3. Once in your groups, you will be given one of the 5 types of promotion. 4. You and your group MUST create an actual promotion, which you will present to the class at the end of the period!!!