Chapter 17 Promotion. What is Promotion? ANY type of persuasive communication.

Slides:



Advertisements
Similar presentations
Chapter 17 promotional concepts and strategies Section 17.1
Advertisements

Unit 6 Promotion Chapter 17 Promotional Concepts and Strategies
Promotional Concepts & Strategies
Promotional Concepts and Strategies
Promotional Concepts & Strategies
Promotion and Promotional Mix
*Be prepared to discuss with the class!*
MARKETING STRATEGY O.C. FERRELL MICHAEL D. HARTLINE 10 Integrated Marketing Communications.
6.04 Exemplify sales promotions
4.04Exemplify sales promotions. Sales promotion is… All the communications or activities used to stimulate sales other than advertising, public relations.
Chapter 17 promotional concepts and strategies Section 17.1
Chapter 14 Promoting Products.
Copyright © 2004 South-Western. All rights reserved.14–1 Learning Goals Explain promotion benefits. advertising personal selling sales promotion. public.
Chapter 17 Promotional Concepts & Strategies Section 17
Promotion.
Standard 2.  Understand the role of Promotion  Define Promotion: ◦ Any form of communication a business or organizations uses to inform, persuade or.
Promotional Concepts & Strategies
PROMOTIONAL CONCEPTS AND STRATEGIES Ch. 17 Promotion and Promotional Mix.
Chapter 17 Promotional Concepts and Strategies Section 17.1 Promotion and Promotional Mix Section 17.2 Types of Promotion Section 17.1 Promotion and Promotional.
Promotional Strategies Developing a Promotional Mix.
PROMOTION AND PROMOTIONAL MIX Review for Advanced Marketing.
Business & Marketing Unit 6: Promotion. Business and Marketing Unit 6: PROMOTION 2 nd Semester Mr. Schurig.
Promotion & The Promotional Mix.  Promotion is persuasive communication.  Informs people of products & services.  Enhances public image and reputation.
Marketing Promotion. Promotion – Persuasive Communication Product Promotion – explain the major features and benefits of product or service, identify.
Unit 6 Promotion Chapter 17 Promotional Concepts and Strategies
Unit 6 Promotion Chapter 17 Promotional Concepts and Strategies
The Promotional Mix Marketing II – Advertising and Branding.
Chapter 17: The Promotional Mix. Promotion in Marketing Promotion is persuasive communication. Product promotion is a promotional method used by businesses.
PROMOTION AND PROMOTIONAL MIX
Ms. Smith.  Trade promotions  Consumer promotions.
Chapter 19 What is Promotion?.
Chapter 17 promotional concepts and strategies Section 17.1
CHAPTER 17. Promotion informpersuade remind any form of communication a business or organization uses to inform, persuade, or remind people about its.
Unit 6 Promotion Chapter 17 Promotional Concepts and Strategies Chapter 18 Visual Merchandising and Display Chapter 19 Advertising Chapter 20 Print Advertisements.
+ Promotions Marketing I. + What is a promotion? Decisions about advertising, personal selling, sales promotion, and public relations used to attract.
6.04Exemplify sales promotions. Sales promotion is… All the communications or activities used to stimulate sales other than advertising, public relations.
Promotion Chapter 17. Sec – Types of Promotion The characteristics of sales promotion The concept of trade promotions The different kinds of consumer.
Promotional Concepts and Strategies. Promotion Any form of communication a business or organization uses to inform, persuade, or remind people about its.
Is PERSUASIVE communication. It is like an umbrella – covers a big topic.
 Did this promotion work?  In what ways?  In this unit, you will learn how promotional opportunities & techniques aid a company and how sales & public.
P ROMOTIONAL M IX. What is Promotion? Promotion- any form of communication a business uses to inform, persuade, or remind people about its products Promotional.
STUDENTS WILL UNDERSTAND AND DEMONSTRATE KNOWLEDGE OF PROMOTION Standard 2.
Marketing Chapter 17 Section 1.  Promotion is one of the four Ps of the Marketing Mix (product, place, price, and promotion).  Promotion is persuasive.
What is Promotion? There are four basic types of promotion: 1) Advertising 2) Sales Promotion 3) Personal Selling 4) Publicity.
Promotion. Product Promotion Institutional Promotion.
What is Promotion? Any form of communication a business uses to inform, persuade, or remind people about its products and improve its public image and.
Section 17.1 The Promotional Mix Chapter 17 promotional concepts and strategies Section 17.2 Types of Promotion.
Section 17.1 The Promotional Mix Chapter 17 promotional concepts and strategies Section 17.2 Types of Promotion.
Unit 6 Promotion Chapter 17 Promotional Concepts and Strategies Chapter 18 Visual Merchandising and Display Chapter 19 Advertising Chapter 20 Print Advertisements.
Promotion and the Promotional Mix. What is promotion? Promotion is one of the four P’s of the Marketing Mix Promotion is persuasive communication to inform.
Promotion and the Promotional Mix. What is promotion? Promotion is one of the four P’s of the Marketing Mix Promotion is persuasive communication to inform.
Bellwork Recall the most outrageous stories you have either heard or witnessed from a company promoting a new product. In your opinion, did the promotional.
Promotions Marketing I.
Promotional Concepts and Strategies
PROMOTION AND PROMOTIONAL MIX
Promotional Concepts & Strategies
Section 17.1 The Promotional Mix
Business & Marketing Unit 6: Promotion.
Chapter 17 promotional concepts and strategies Section 17.1
If you know this info, you will pass the Promo portion of the EOPA!
Promotional Concepts & Strategies
Unit 6 Promotion Chapter 17 Promotional Concepts and Strategies
Chapter 17 Promotional Concepts and Strategies
If you know this info, you will pass the Promo portion of the EOPA!
4.01 Exemplify sales promotions
Chapter 17 Bell Ringer Form students into groups of 3 or 4. Ask each group to imagine that it has been asked for help by the local pet rescue and adoption.
Types of Promotion Chapter 17.2.
Chapter 17 promotional concepts and strategies Section 17.1
Chapter 17 Promotional Concepts and Strategies
Identify the elements of the promotional mix
Presentation transcript:

Chapter 17 Promotion

What is Promotion? ANY type of persuasive communication

The Concept of Promotion: 1.Product: pushing a product/service, explain features, benefits, sales, answer questions, promote product loyalty 2.Institutional: create favorable image for a company/brand

Types of Promotion in the Promotional Mix? 1.Personal Selling: one-to-one communication, direct human contact 2.Advertising: non-personal communicaiton (ex. mags, news, tv, transit, etc.) 3.Direct Marketing: targets a specific group through /printed mail – gives customer a special offer to respond to 4.Sales Promotion 4.Sales Promotion: all OTHER forms of promoting, includes coupons, contests, etc. (Section 2) 5.Public Relations: create favorable image, media relations (ex. PRESS RELEASE) Publicity: bringing newsworthy information to the publics attention

The Concept of the Promo. Mix Promotional Budget: use of funds with mixture of strategies Push-Pull concept

Push/Pull Concept PUSH: when the manufacturer pushes the product to the retailer, convincing the retailer to stock the product PULL: directs attention toward the consumer, create interest/demand from the consumer

17.2 Types of Promotion Sales Promotion: incentives to create sales/awareness Sales Promotion Trade Promotion Consumer Promotion

Trade Promotions: (b2b promotions) 1.Promotional Allowances: 2.Cooperative Advertising: 3.Slotting Allowances: 4.Sales Force Promotions: 5.Trade Shows/Conventions:

Trade Promotions: (b2b promotions) 1.Promotional Allowances: discounts given to wholesalers/retailers to push products 2.Cooperative Advertising: manufacturer helps with local advertising costs 3.Slotting Allowances: cash given to retailer to pay for “shelf placement” 4.Sales Force Promotions: bonuses for meeting quotas for sales personnel 5.Trade Shows/Conventions: a showcase of products-”hands on” displays and samples

CUSTOMER Consumer Promotions… (b2c-focuses on the CUSTOMER) 1.Coupons: 2.Premiums: 3.Deals: 4.Incentives: 5.Product Samples: 6.Sponsorship: 7.Tie-Ins/Cross-Promo.: 8.Product Placement: 9.Loyalty Marketing 10.Online Loyalty 11.POP Displays