5.02 Explain the promotional mix and the different forms of promotion.

Elements of The Promotional Mix Any combination of the different forms of promotion to sell _______ and _______

Different Forms of Promotion - Advertising Any paid, non-personal form of communication by an identified ________ Examples include: TV commercials, magazine advertisements, direct mail, and the Internet

Different forms of promotion – Sales Promotion Activities or communications that encourage consumers to purchase ________ Example include: giveaways, sweepstakes, free samples, award shows, contests, and coupons

Different forms of promotion – Personal Selling Personal selling is face-to-face, personalized communication between a ______ and a _______ Examples include: presentation of a demo from a recording artist to a record label executive

Different forms of promotion – Public or Community Relations Activities used by a business or organization to gain and maintain a positive relationship between ____________ and the ___________

Two types of Public or Community Relations 1. The internal community includes the ________ of the company or organization For example, Coke holding an annual picnic for employees and their families.

Two types of Public or Community Relations 2. The ________ community includes people outside of the company or organization For example, Pepsi donating circus tickets to a Big Brother/Big Sister organization.

Different forms of promotion - Sponsorship The financing of a sports or entertainment entity (athlete, league, team, concert, or event) by a business in return for ________ or _________

Types of media used in advertising- Print media Any ______ form of communication used to inform, persuade, or remind consumers about _______ or ________ offered

Print Media - Newspaper The most ________ and the most cost ________ type of print media Newspapers are most effective for local businesses that are trying to reach a specific ____________ market

Print Media - Magazines Likely to be used by advertisers to ________ the market based on ___________ and ____________ segmentation For example: men more likely to subscribe to Field and Stream, so this would be cost effective for a brand of men’s razors.

Print Media – Direct Mail Sent ________ to customers, or potential customers of a particular store For example: all Blockbuster Video members would receive a flyer announcing a special sales event

Print Media – Outdoor Advertising Includes any ______ signs and billboards Outdoor advertising provides 24-hour __________

Print Media – Transit Advertising Uses ______ transportation, such as buses, bus stands, taxicabs, and subways to post advertising messages

Types of media used in advertising – Broadcast Media Any _______ and/or _______ form of communication used to inform, persuade, or remind consumers about goods or services offered

Broadcast Media - Radio Advertising Advertisers match their target market to a radio station that segments a particular _______. Has the ability to reach a ______ audience.

Broadcast Media - TV Advertising Includes commercials and infomercials Is the most _______ type of broadcast media as well as the most _______

Types of media used in advertising – Online Media Is the placement of ________ messages on the Internet World Wide Web

On-line Media – Banner Ads Are rectangular boxes at the top or bottom of web sites that are used to ________ a web site or business

On-line Media – Pop-up Ads Pop-up advertisements are the advertisements that “_______” and interrupt Internet surfing

On-line Media – Ads Are used to tailor messages to fit individual web _______ E-marketers compile or purchase customers databases containing ________ based on sites visited by web ______

Types of media used in advertising – Specialty Media Include “_______” items with a company name written on them Examples include: calendars, pens, magnets, and coffee mugs

Types of media used in advertising – Miscellaneous Many other creative ways of communicating advertising messages to ________ Examples include: blimps, supermarket carts, hot air balloons, and in-theater advertisements

Forms Of Sales Promotions – Annual Awards Shows Academy Awards (_______) awarded by Academy of Motion Picture Arts & Sciences Nomination generates media coverage and increases ticket sales Producers and studios promote films to Academy members through trade publications and talk-show circuit

Forms Of Sales Promotions – Annual Awards Shows National Academy Of Recording Arts and Sciences (NARAS) award the _________ Awards NARAS is an association of more than 13,000 recording professionals A Grammy might draw attention to an artist, but does not guarantee acceptance in form of ______

Forms Of Sales Promotions – Annual Awards Shows _______ Awards are awarded by 2 branches of the same organization Academy of TV Arts and Science awards prime-time Emmy Awards for night time television and Daytime Emmy Awards for daytime television

Forms Of Sales Promotions – Annual Awards Shows Emmy Awards draws monumental attention to TV shows _______ viewing because of winning actors/actresses

Forms Of Sales Promotions – Annual Awards Shows _______ Awards are awarded to theater professionals for outstanding achievement

Forms Of Sales Promotions – Annual Awards Shows ______ Awards by ESPN and are awarded for excellence in sports performance Nominating committee consists of sports executives, journalists and retired athletes

Forms Of Sales Promotions – Annual Awards Shows Besides athletes and coaches, many actors and musicians attend and participate in event _______ Awards make contributions to the V Foundation, established by ESPN in honor of the late NCSU Basketball Coach Jim Valvano

Forms Of Sales Promotions – Trade Shows & Conventions Provide ________ opportunities for manufacturers wholesalers, retailers, and movie producers to learn about and support _____ products in the industry

Forms of Sales Promotions - Incentives Used to generate ________, ________, and _______ sales.

Forms Of Sales Promotions - Incentives Contests Prizes are awarded based on contestant ____ and/or ______ Examples include: American Idol, Fear Factor, and Dog Eat Dog

Forms Of Sales Promotions - Incentives Sweepstakes Prizes awarded based on the ______ or ______ of the contestant Examples include winning concert tickets from a local radio station

Forms Of Sales Promotions - Incentives Rebates _______ offered by manufacturer when consumer purchases a sports entertainment good or service during specified time period For example: mail-in rebates for purchasing two DVD’s at a time

Forms Of Sales Promotions - Premiums Low cost items given away with the sponsor’s product as part of a sales _______ For example: Powerade gives away a cooler with a purchase of a case of powdered drink mix

Forms Of Sales Promotions - Premiums Coupons Offer ______ reductions and found in print advertisements, inserted inside packaging, incorporated as part of the product package, or mailed to consumers For example: Blockbuster coupons on popcorn packaging or coupons inserted in Sunday newspaper

Forms Of Sales Promotions - Premiums Traffic-builders Low _____ items given to customers for ________ an event, or visiting a store For example, first 200 customers to attend grand opening of new Sports Authority receive a Sports Authority key chain

Forms Of Sales Promotions - Sampling Sampling Refers to giving consumers a “_____” for sporting event or concert For example: fan participation at a track and field event and Faith Hill selecting member of the concert audience to stand with her on stage

Analyze the steps of promotional planning 1. Determine ______ for reaching target market

Analyze the steps of promotional planning Push strategies Used by manufacturer to convince or “_______“ retailers to carry and promote products Relies heavily on personal selling and sales _______

Analyze the steps of promotional planning Pull strategies Directed towards customers to increase their interest and demand for _______ Customers will “pull“ or _______ retailers to carry sports or entertainment products. Relies heavily on advertising

Analyze the steps of promotional planning 2. Determine the ________ of the promotional activity For example, is the objective to increase sales, increase market share, or create brand awareness ?

Analyze the steps of promotional planning 3. Establish a promotional ________ No exact science exists for establishing a promotional budget

Analyze steps of promotional planning - Budgets Common methods of determining budgets include: 1. Percentage of expected_______. Based on a percentage of past or ________sales to determine budget Advantages include _____ financial risk. Disadvantages include sales may ________ reducing promotional budget

Analyze steps of promotional planning - Budgets 2. Objective and task method Company determines promotional _____, steps needed to meet goals and calculates cost for promotional activities Most _____ effective method for it takes into account what company wants to accomplish

Analyze steps of promotional planning - Budgets 3. Competitive equivalence Involves _______ competitors promotional outlay ________ method because it takes into account competitors’ objective only

Analyze steps of promotional planning - Budgets 4. “Whimsical” allocation All money _______ after expenses is allocated as promotional budget Short-term method used to increase sales by building _______

Analyze the steps of promotional planning 4. Develop promotional mix Specific ____ chosen should take into consideration the target market, promotional goals, promotional budget Care should be given to aligning ______ and ______ promotional efforts