Advertising - Promotion and Special Events

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Vocabulary Terms Promotion- any form of communication a business uses to inform, persuade, or remind people about its products, or to enhance its image. Promotional Mix- any combination of the four components of promotion: sales promotion, public relations and publicity, advertising or personal selling. Product Promotion- businesses use this type of promotion to convince people to buy their products over a competitor. Copyright © Texas Education Agency, 2012. All rights reserved.

News Release- an announcement that is sent to the appropriate media outlets. Publicity- involves bringing news or newsworthy information about an organization to the public’s attention. Coupons- certificates that entitle consumers to cash discounts on goods or services. Premiums- low cost items given to consumers at a discount or for free. Talk about publicity and how bad publicity can do more harm than good. Have students give examples. Copyright © Texas Education Agency, 2012. All rights reserved.

Promotional Mix Personal Selling Advertising Direct Marketing Sales Promotion Public Relations Each of these play a vital role in promoting businesses and their products. When following this, businesses will increase sales. Copyright © Texas Education Agency, 2012. All rights reserved.

Personal Selling Personal selling requires a company to have sales people or representatives who generate direct contact with potential and existing customers. Explain to students that personal selling is a key factor to the success in promotions and special events. The way that a company is represented during these events by salespeople creates a long lasting image for the company. This is how a company can increase sales. Copyright © Texas Education Agency, 2012. All rights reserved.

Advertising Advertising is a paid form of promotion. Companies pay to promote products, ideas, and services in a variety of media outlets. Companies must make sure that they are very clear about what message they are trying to get across to consumers. At promotional events, it is critical to choose the best media outlet to use for advertising. Advertising at an event can truly depict the image of a company. Copyright © Texas Education Agency, 2012. All rights reserved.

Direct Marketing Direct Marketing is directed to a targeted group of potential and existing customers rather than a mass audience. The two forms of direct marketing are: printed direct mail (post office) and electronic mail (e-mail) Copyright © Texas Education Agency, 2012. All rights reserved.

Sales Promotion The object of a sales promotion or special event is to increase sales, inform potential customers about new products and create a positive business or corporate image. A good sales promotion will have an element of anticipation and excitement, which comes from good planning. A special event must have all details considered in ordered to maximize success and increase sales. Copyright © Texas Education Agency, 2012. All rights reserved.

Public Relations Public relations plays a key role in creating a positive image for a company. One goal in public relations in to cultivate media relations with reporters who cover a specific industry. Ask the students to think about the Dallas Mavericks. Ask them who their public relations people are going to try and target/build relationships with. Copyright © Texas Education Agency, 2012. All rights reserved.

Know the message they are trying to convey to the consumer To increase sales when doing promotions or special events a company must: Know the message they are trying to convey to the consumer Plan accordingly and pay attention to detail Use every element of the promotional mix to the best advantage of the company Evaluate results Ask students how results of a promotion can be evaluated. Discuss. Say: There are many ways an event can be evaluated. Did sales increase? Was a survey card given out to customers to write feedback? Was there positive verbal feedback from both employees and customers? Copyright © Texas Education Agency, 2012. All rights reserved.

special event Planning assignment In groups of 5 (4) you will create a special event for Pearland high school. Each member of the group will be assigned to one of the five types of and come up with an idea for their promotion that ties to their event and other promotions. Each group will prepare a PowerPoint presentation of their promotional strategies and details for the event to present to the class. Ask the students to think about the Dallas Mavericks. Ask them who their public relations people are going to try and target/build relationships with. Copyright © Texas Education Agency, 2012. All rights reserved.