1 PROMOTION Student Notes Written by: Krystin Glover Georgia CTAE Resource Network 2010

2 Promotion Communication by marketers that __________, persuades, and reminds potential buyers of a product in order to __________an opinion or elicit a response.

3 Promotional Mix Combination of promotion tools used to reach the ________market and fulfill the organization’s overall ________. Advertising Public Relations Sales Promotion Personal Selling Word-of-Mouth

4 Advertising ______________, one-way mass communication about a product or organization that is _______ for by a marketer.

5 Advertising Media Traditional Advertising Media Traditional Advertising Media Electronic Advertising Media  Television  ________  Newspapers  Magazines  ________  Direct mail  Billboards  Internet  ______________  Interactive video

6 Advertising Advantages  Reach _________ number of people  ______ cost per contact Disadvantages  Total cost is ________

7 Public Relations Public information about a company, good, or service appearing in the mass _______ as a news item, which is ________ to the company.

8 Public Relations Advantages Publicity is ________ advertising is not Can be used to create a positive ______within the community Viewed as being more credible or believable than _____________ Disadvantages Give up much of your ____________ of your message Not all publicity is ___________

9 Sales Promotion Free ____________ ______________ Trade Shows Vacation Giveaways ________________ Popular Tools for Consumer Sales Promotion Popular Tools for Consumer Sales Promotion

10 Sales Promotion Advantages  Unique and has special appeal to a potential ______________  Helps build customer _____________ Disadvantages  Difficult to end without the customers becoming ________________  Store image and sales can suffer if the promotion is not properly planned and ________________

11 Personal Selling _____________ presentation to one or more prospective buyers for the purpose of making a ___________.

12 Personal Selling Advantages Personal contact with ________________ Can track __________ Disadvantages On a per contact basis, personal selling is the most ___________ form of promotion

13 Characteristics of Advertising Communication Mode Communication Control Feedback Amount Feedback Speed Message Flow Direction Message Content Control Sponsor Identification Reaching Large Audience Message Flexibility AdvertisingAdvertising Indirect and non-personal Delayed One-way Yes Same message to all audiences

14 Characteristics of Public Relations Communication Mode Communication Control Feedback Amount Feedback Speed Message Flow Direction Message Content Control Sponsor Identification Reaching Large Audience Message Flexibility Public Relations Usually indirect, non-personal Moderate to low Delayed One-way No Usually no direct control

15 Characteristics of Sales promotion Communication Mode Communication Control Feedback Amount Feedback Speed Message Flow Direction Message Content Control Sponsor Identification Reaching Large Audience Message Flexibility Sales Promotion Usually indirect and non-personal Moderate to low Little to moderate Mostly one-way Yes Fast Same message to varied target

16 Characteristics of Personal Selling Communication Mode Communication Control Feedback Amount Feedback Speed Message Flow Direction Message Content Control Sponsor Identification Reaching Large Audience Message Flexibility Personal Selling Direct and face-to-face High Immediate Two-way Yes Tailored to prospect

17 Goals and Tasks of Promotion Informing Reminding Persuading