The Promotional Mix Advertising Public Relations Parts of a Print Advertisement Sales Promotion Q $100 Q $100 Q $200 Q $200 Q $300 Q $300 Q $400 Q $400 Q $500 Q $500 Q $100 Q $100 Q $100 Q $100 Q $100 Q $100 Q $100 Q $100 Q $200 Q $200 Q $200 Q $200 Q $200 Q $200 Q $200 Q $200 Q $300 Q $300 Q $300 Q $300 Q $300 Q $300 Q $300 Q $300 Q $400 Q $400 Q $400 Q $400 Q $400 Q $400 Q $500 Q $500 Q $500 Q $500 Q $500 Q $500 Q $500 Q $500 Q $400 Q $400 Final Jeopardy Final Jeopardy

Any form of communication a business or organization uses to inform, persuade or remind people about its products or improve its public image

Promotion

Define the Promotional Mix

the combination of the different types of promotion a business or organizations uses to promote its products

What are the five categories of the promotional mix?

Advertising Personal Selling Public Relations Direct Marketing (Mail) Sales Promotion

What are the two types of promotion?

Product and Institutional

All parts of the promotional mix should ___________. Why?

Coordinate – so that customers will recognize the promotions and tie them together

Define advertising

Any PAID form of promotion by an identified sponsor

What is the most rapidly growing form of advertising?

Online/Internet

What are the three types of advertising media?

Print Broadcast Online

What types of advertising are included in broadcast media and print media? Give two for each

Broadcast: TV and Radio Print: Newspaper, Magazine

Which form of advertising is most effective for product demonstration?

Television Advertising

What is the difference between advertising and publicity

Publicity is free

Publicity is an important tool used by marketers, but what is the drawback?

No control over HOW the media will share the information

___________ is the most powerful force in society.

Public Opinion

It is important that a company work to build their image for what three groups of people?

Customers Employees Community

What are three functions of public relations?

General Communication Image shaping and enhancement Coping with a Crisis Community Relations Launch a new product or innovation

What are three examples of illustration in a print ad

Picture of the product Person using the product Chart or Graph

What are the four elements of a print advertisement?

Headline Copy Illustration Signature

What are three examples of signature/identification

Logo/slogan Phone number Web address Hours of operation Map of location

What is the purpose of the copy?

Clarifies the headline

What are three characteristics of an effective headline

Catches readers attention 7 words or less The largest font on the page

Define Sales Promotion

A short term incentive to get customers interested in buying a product

How can sales promotion be used at a sporting event?

Product giveaways

Name three different kinds of sales promotions

Coupons Rebate Premium Product Samples Contests Sweepstakes

What is the difference between a contest and sweepstakes?

Contest – game of skill Sweepstakes – game of chance

Which form of sales promotion includes giving away a free or low cost item to customers for making a purchase?

Premium

Give a pro and a con for each of the following advertising medias: Magazines Radio Television Direct Mail

Judged by Mrs. Mangano