1. Promotion
Promotion: Making customers aware of your product/service/event
Increase customer usage
Maintain customer loyalty
Building a fan base
Educating potential customers
Overcoming resistance of first time buyers

2. Promotion Promotion: 4 Elements
Advertising – Paid form of communication delivered to consumers: Catch customer’s attention and explain the benefits
Sales Promotion – Additional incentive offered for a limited time: Giveaways, Coupons, Free samples

3. Promotion Promotion: 4 Elements
Publicity – Unpaid media attention: Positive or Negative
Personal Selling – In person, face to face communication between seller and customer: Can immediately address concerns or questions

4. Advertising 4 Components of effective advertising
Attraction – Catches attention of intended consumer
Interest – Holds consumer attention long enough to present interest
Desire – Makes the consumer want the product
Action – Consumer is motivated to buy

5. Product Placement
Product Placement – Integration of a product into a movie or tv show
Can be discreet
Doesn’t have to be mentioned
Can be mutually beneficial to both companies
Can be negative if tied to company with a poor image or questionable ethics

6. Consumer Sales Promotion
Consumer Sales Promotion – When sales promotion is directed at the final customer
Temporary price reductions
Price-pack deals (Game tickets, concessions, parking, etc)
Coupons
Special Gifts
Contests
Rebates

7. Publicity
Publicity – Free, but the message is not controlled by the business
Can be positive or negative
Goodwill – Positive feelings about the business (Charity work)
Damage Control – Refuting, justifying, or downplaying. Also, refocusing attention on more positive matters

8. Personal Selling
Personal Selling - Typically more satisfying to the buyer and seller
Sales People need to be:
Knowledgeable
Friendly
Courteous
Truthful

9. Sports Marketing Sports-based Traditional
Marketing of teams, sports, and venues
Examples?
Chicago Bears, MLB, Rose Bowl,
Traditional
Efforts to incorporate sports/athletes into the firm’s marketing
Coke, Pinnacle Bank, Wheaties, HD TV

10. Entertainment Marketing
Marketed as a product
Examples?
Avengers Movie, WWE, DMB Concert
Entertainment to draw attention to other products
Hiring a celebrity to endorse a product