TYPES OF PROMOTION JANEL CORBETT KNOW YOUR OPTIONS 4.01 B.

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Presentation transcript:

TYPES OF PROMOTION JANEL CORBETT KNOW YOUR OPTIONS 4.01 B

MOST PHRASES ARE USED IN ADVERTISEMENT, WITHOUT EVEN USING THE COMPANYS NAME. RECOGNIZE THESE COMPANIES ?

WHAT ARE PROMOTIONAL MESSAGES USED FOR? Businesses use promotional messages to encourage customers to think favorably about the company or to buy its products. But each message is intended to inform, persuade, or remind customers about goods, services, ideas, images, or issues.

PROMOTIONAL TOOLS There are several kinds of promotional tools that marketers use to communicate with customers. Advertising Publicity Personal Selling Sales Promotion

2 TYPES OF PROMOTIONAL MESSAGES When using tools to communicate, businesses generally create two distinct types of promotional messages: 1. Product Promotion 2. Institutional (or corporate) Promotion

PRODUCT PROMOTION The specific goal of product promotion is to persuade customers to buy a particular good or service.

INSTITUTIONAL PROMOTION Institutional Promotion does not attempt to sell a good or service the primary goal is to create a certain image of the company in the customers eyes.

THERE ARE 3 KINDS OF INSTITUTIONAL PROMOTION: Public Service Insurance companies sometimes promote improved health through changes in dietary and exercise habits. Public Relations Aquafina donated water to the Red Cross for victims in tragedies. Patronage When local stores tell you ahead of time of extended hours for the holidays.

ADVANTAGES & DISADVANTAGES OF PROMOTIONAL ACTIVITIES Advantages of Promotion Contributes to economy Supports Mass Media Benefits companies Encourages higher standard of living Disadvantages of Promotion Can be Offensive Has limited Abilities Can create/reinforce stereotypes Can be Manipulative

ADVANTAGES & DISADVANTAGES OF PROMOTIONAL ACTIVITIES Example of Advantage Buying a HD Flat Screen TV that has all the feature and benefits that are promised. Example of Disadvantage Taking certain weight- loss supplements will certainly not guarantee you a perfect body.