Promotion Advertising Media Visual Merchandising Written Advertising Publicity and Public Relations

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

Types of Promotion Advertising Publicity Sale Promotion Personal Selling

Advertising The nonpersonal presentation and promotion of ideas, goods and services by an identified sponsor. Advantages large numbers see the message cost per customer is usually low appropriate media can be easily chosen to reach target market control of content and easily adapted to market integrated to media possible: TV, radio, print- a fixed message Presell products can influence people to make up their mind before they shop

Advertising The nonpersonal presentation and promotion of ideas, goods and services by an identified sponsor. Disadvantages can not focus on individual needs (message the same for all) can be too costly can be wasteful and inefficient must be brief, often cannot achieve required depth

Publicity involves creating a demand for a business or product by placing news about it in publications or on radio and or TV Image the way a business or organization is defined in the public eye Huge audience for news Often free Has the potential for negative image

Sales Promotion Is the use of marketing devices such as displays, premiums and contest to stimulate purchases Displays windows floor counter visual forms of merchandising

Sales Promotion Premiums-prizes, reward as an added inducement to make a purchase – trading stamps – coupons – factory packs – contest, sweepstakes, rebates; games and discounts offered by – manufacturers – product samples

Personal Selling Personal contact with the buyer in an oral fashion: Order taker Order getting Most flexible and individualized promotion device

Promotional Mix A combination of different types of promotion a business uses to get customers to buy its products – More than one type of media – Must complement each other – Stimulate interest in varied forms – Must be coordinated: local vs. national or both – Insure smooth transitions between areas

Advertisement Development Advertising agencies – Client services: forecast market needs, prepares marketing plans – Creative services: creates the advertisement and produces the ads – Research services: studies targeted populations and their buying behaviors – Media services: makes decisions on how advertising budgets will be spent on mediums

Advertising Media Promotional Helps business by: creating an interest in products introducing new products presenting product information supporting personal selling efforts creating new markets Limits: bad products unlikely to change a customer who’s mind is already made up

Media Types Print Media – Newspapers – Magazines – Direct Mail – Billboards – Directory Advertising – Transit Advertising

Broadcast Advertising Radio Pros Reaches 96 percent of all population over age 12 15, 30 and 60 second segments Selective audience Flexible and mobile Cons – Short life span – Competitive – Lack of visuals

Broadcast Advertising Television Pros  Pulls together all mediums  Population inclined to believe what they see  Personal and mass audience  Flexible short life span Cons – Cost prohibitive – Audience size not assured – Commercials considered a nuisance

Specialty Advertising Relatively inexpensive novelty items with an advertisers name printed on them – hats – pens – calendars – memo pads – give away items

Brands A name, design, or symbol that identifies the products of a company or group of companies Brand Name: Kleenex, Pepsi, Arby’s Miracle Whip Brand Mark: Ford’s Blue Oval, US postal service Eagle Trade character: human form, Pillsbury Doughboy Slogans are often used: “Have a Coke and a Smile” Dodge -“Grab Life by the Horns”

Selection of Media Does the medium reach the greatest number of customers at the lowest cost? Does the medium provide opportunity to illustrate the product? Does the medium provide an opportunity to present an adequate selling message?

Selection of Media Does the medium present special problems? Is the medium flexible in terms of promotion? Does the medium meet the targeted geographical area? Does the medium fit the image of the business and offer enough prestige and distinction?

Parts of a Print Ad Headline- lettering slogan or saying that gets the readers attention, arouses interest and leads them to read an ad. Example Headlines: With Prices Like These, Who Needs a Headline? After a day of Downhill Skiing, Getting a Fine Meal Shouldn’t be an Uphill Battle.

Parts of a Print Ad Copy- the selling message. Conversational Appealing Dramatic Humorous Informative

Parts of a Print Ad Illustration- the photograph or drawing of the product. (AIDA) Attract attention Create Interest Arouse Desire Ask for Action

Parts of a Print Ad Signature- Logotype, Business ID, Trademark, Phone Number, etc...