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Published byAshlynn Hunt Modified over 8 years ago
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SALES AND PROMOTIONS Know Your Options Types of promotion
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Promotion is an important part of the marketing mix that communicates information to customers about: goods, services, images, and ideas Promotion can accomplish a number of objectives: build awareness, increase demand, differentiate a product, highlight a product’s value, and change or reinforce customer attitudes Businesses’ primary reasons for using promotional messages is to encourage customers to buy their products or to think favorably about the company Promotional tools that marketers use to communicate with customers: advertising, publicity, personal selling, and sales promotion
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Two types of promotional messages: product promotion and institutional promotion Product promotion is to persuade customers to buy a particular product or service Product promotional activities can: Create awareness of a good or service Inform customers about product features Encourage interest in a good or service Inform customers where a product can be purchased Build a reputation for a product Create excitement and motivate retailers and salespeople
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Primary product promotion: Aims to stimulate demand, or desire, for an entire class of goods or services The emphasis is on the product and its uses, rather on a particular brand Especially useful and necessary for introducing a new concept or a totally new product Used to compete against other industries
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Secondary product promotion: Used to stimulate demand for a specific brand of a product Efforts can be focused on promoting a brand and its features or benefits Used to compete against other makers of the same type of product
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Institutional promotion does not attempt to sell a good or service The primary goal is to create a certain image of the company Companies take positions on important issues The company wants to create a favorable public attitude toward the company Institutional promotion can be used to: Change a particular attitude toward a firm Inform customers of the company’s interest in social or environmental issues Inform the public about the company’s future Inform customers of the company’s name and its type of business Show the company’s commitment to quality, technology, or research Enhance company morale and recruit new employees Build or reinforce a favorable company image
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Three kinds of promotion: Public service – inform customers about noncontroversial issues Public Relations – created to deal with issues that are in the public’s interest but are also related to the company or its products Can be proactive – take the initiative to promote itself Can be reactive – trying to fix a bad situation that already exists One of these negative issues may be countered by confronting an issue that is controversial for the firm Patronage – designed to promote a firm’s prestige or its features
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Promotional activities can be viewed as providing advantages or benefits to society and the mass media Promotion is thought to contribute to economic growth and business activity by encouraging customers to purchase and use Society benefits from promotional activities because of the money these activities add to our economy and the jobs they create Customers become interested in a good or service and ultimately make a purchase Financial support for the media would probably be passed along to customers Influence sales positively Promotional activities encourage a higher standard of living Make the customers better educated
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The disadvantages of promotional activities: Some promotions are deceptive Manipulates consumers Can be offensive May create and reinforce stereotypes Plays upon people’s fears Have limited abilities
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