1. Advertising - Promotion and Special Events

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3. Vocabulary Terms
Promotion- any form of communication a business uses to inform, persuade, or remind people about its products, or to enhance its image. Promotional Mix- any combination of the four components of promotion: sales promotion, public relations and publicity, advertising or personal selling. Product Promotion- businesses use this type of promotion to convince people to buy their products over a competitor.
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4. News Release- an announcement that is sent to the appropriate media outlets. Publicity- involves bringing news or newsworthy information about an organization to the public’s attention. Coupons- certificates that entitle consumers to cash discounts on goods or services. Premiums- low cost items given to consumers at a discount or for free.
Talk about publicity and how bad publicity can do more harm than good. Have students give examples.
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5. Promotional Mix Personal Selling Advertising Direct Marketing
Sales Promotion
Public Relations
Each of these play a vital role in promoting businesses and their products. When following this, businesses will increase sales.
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6. Personal Selling
Personal selling requires a company to have sales people or representatives who generate direct contact with potential and existing customers.
Explain to students that personal selling is a key factor to the success in promotions and special events. The way that a company is represented during these events by salespeople creates a long lasting image for the company. This is how a company can increase sales.
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7. Advertising
Advertising is a paid form of promotion. Companies pay to promote products, ideas, and services in a variety of media outlets.
Companies must make sure that they are very clear about what message they are trying to get across to consumers. At promotional events, it is critical to choose the best media outlet to use for advertising. Advertising at an event can truly depict the image of a company.
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8. Direct Marketing
Direct Marketing is directed to a targeted group of potential and existing customers rather than a mass audience.
The two forms of direct marketing are: printed direct mail (post office) and electronic mail ( )
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9. Sales Promotion
The object of a sales promotion or special event is to increase sales, inform potential customers about new products and create a positive business or corporate image.
A good sales promotion will have an element of anticipation and excitement, which comes from good planning. A special event must have all details considered in ordered to maximize success and increase sales.
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10. Public Relations
Public relations plays a key role in creating a positive image for a company. One goal in public relations in to cultivate media relations with reporters who cover a specific industry.
Ask the students to think about the Dallas Mavericks. Ask them who their public relations people are going to try and target/build relationships with.
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11. Know the message they are trying to convey to the consumer
To increase sales when doing promotions or special events a company must:
Know the message they are trying to convey to the consumer
Plan accordingly and pay attention to detail
Use every element of the promotional mix to the best advantage of the company
Evaluate results
Ask students how results of a promotion can be evaluated. Discuss. Say: There are many ways an event can be evaluated. Did sales increase? Was a survey card given out to customers to write feedback? Was there positive verbal feedback from both employees and customers?
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12. special event Planning assignment
In groups of 5 (4) you will create a special event for Pearland high school. Each member of the group will be assigned to one of the five types of and come up with an idea for their promotion that ties to their event and other promotions. Each group will prepare a PowerPoint presentation of their promotional strategies and details for the event to present to the class.
Ask the students to think about the Dallas Mavericks. Ask them who their public relations people are going to try and target/build relationships with.
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