Sales Promotions & Incentives

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Presentation transcript:

Sales Promotions & Incentives Promotions Mix Sales Promotions & Incentives Advertising Personal Selling Publicity

Publicity Unpaid form of non-personal communication, in which the agency is not identified as being the direct sponsor of the communication. Examples…. Photo or story in the paper Radio news story Michelle’s pickle theft story.

How to Get Publicity Story is ideal for a particular section Story will be interesting to the audience Use carefully selected gimmicks T-giving on the Mayflower Waterslide races Newsworthy story Human interest, timeliness

News Releases Top information For Immediate Release Date Contact name, title, phone May differ from last paragraph http://www.press-release-writing.com/content-basics.htm

2011

News Releases Headline 10 words or less To the point, not “pun”ny Normal apartment-building boom may slow Sustainability committee progressing on campus ISU Runs Past Western To the point, not “pun”ny Take A Glance At ISU Head Coach Career http://www.press-release-writing.com/content-basics.htm

2011

News Releases Opening paragraph Summary lead 5 W’s & H Who, what, when, where, why, how Summarize the news release Following paragraphs provide detail The hook – what will interest them? http://www.press-release-writing.com/content-basics.htm

Hook

News Releases Body Inverted pyramid NO FLUFF Quotes… any and all self promotion which in turn makes your press release sound like an advertisement “Want to have fun and meet new people?” Join us for this fun, fabulous event…” “The biggest event ever” Quotes… http://www.press-release-writing.com/content-basics.htm

News Releases Closing paragraph Critical contact info http://www.press-release-writing.com/content-basics.htm

News Releases Design issues 8.5 x 11 paper 1 inch margins, double spaced 1 sided paper…electronic submissions -more- ### http://www.press-release-writing.com/content-basics.htm

Sales Promotions & Incentives Promotions Mix Sales Promotions & Incentives Advertising Personal Selling Publicity

Advertising Paid form of communication through the media that is paid for & controlled by sponsoring agencies.

Publicity v. Advertising Free +/- No control Limited means Newspaper, radio, TV Advertising Paid + Full control Multiple entities…

Examples Banners Street poles Electronic message boards Dasher boards In-ice or on-field messages Courtside messages Scoreboards Superimposed ads for television Logo placement opportunities Restroom boards

Media Considerations Preferences of target market Product Message Students vs professors Product Corvette vs. Domino’s pizza Message Simple vs complex Cost….reach, size/length, production

Social Media Facebook Podcasts Blogs You Tube Twitter Big 10 Fleece