2. Did you know?
In developed countries, a consumer is daily exposed to more than 2,500 promotional messages, out of which is only 10 or 15 are perceived !

3. Definition of marketing
Decisions are made on the basis of market research,the need and desire for products and services.
„ Produce the products you can sell,
not what you can produce "

4. Focus on the needs of consumers who are trying to meet the specific product or service

5. The next step is segmentation (division) of the market into smaller parts that are put consumers who have similar habits when buying (by age, gender, purchasing power and …..).

6. Then determine our target market which create 4P
product
price
placement
promotion

7. Promotion
Promotion is the element in an organisation’s marketing mix that serves to inform, persuade and remind the market about the organisation and/or its products.

8. name
trademark
colorfulness
logo

9. Purposes of promotion to tell consumers about the company
to persuade consumers to buy

10. Promotion’s recepie for success
Mix various communication activities together and serve to potential customers until desired outcome is achieved.

11. Elements of promotional mix
Public relations

12. 1.Advertising
any paid form of no personal presentation of ideas, images, goods, or services
impersonal, one way, mass communication
about a product or organization that is paid
for by the marketar

13. Traditional advertising media
brochures
flyers
catalogues….

14. Messages can be delivered by:

15. Outdoor advertising

16. Indoor advertising

17. On line advertising Direct marketing

19. Advantages of advertising
ability to reach potential visitors where sales staff cannot
ability to create images that sales staff cannot
prestige and impressiveness of
mass-media advertising

20. Disadvantages of advertising
inability to close sales
advertising clutter
ability for visitor to ignore advertising messages
difficulties in getting immediate response and action
difficulties in getting quick feedback and in adjusting messages
expensive

21. 2. Personal selling conversations,
either by telephone or face-to-face,
between sales persons and
prospective
customers

23. Advantages of personal selling (Sales)
ability to close sales
ability to hold the prospect buyer’s attention
immediate feedback and two-way communications
ability to get immediate action

24. 3.Sales promotion
Approaches other than advertising, personal selling, and public relations and publicity where customers are given a short-term inducement to make an immediate purchase.

25. price reducion
2. loyalty reward points
3. two for one

26. Advantages of sales promotions
sales promotions have some of the advantages of advertising and sales
ability to get quick feedback
ability to add excitement to what is being offered by the destination
flexible timing
efficiency

27. Disadvantages of sales promotions
many sales promotions only provide short-term benefits
ineffective in building long-term loyalty for the destination
inability to be used in the long term without other promotional mix elements
often misused by tourism and hospitality organizations (e.g., coupons)

28. 4. Public relations
Does not aim to increase sales directly but tries to boost the image of the company
Publicity
One public relations technique that involves
non-paid communication of information about
an organization’s services.

29. Techniques:
press conferences
contests
community events
charitable events
ecological projects
foundations
Journalists are the creators of a good or bad publicity.

30. Advantages of public relations and publicity
relatively low cost
effective because not seen as a commercial message
added excitement
and dramatization
maintenance of a
“public” presence

31. Disadvantages of public relations and publicity
difficulties in arranging consistent coverage of the destination
lack of control over what gets printed or said

32. Factors that affect the promotional mix
target markets
marketing objectives
competition and promotional practices
promotional budget available

33. No magic formula that marketers use to help design promotional mix.
Advertising
Personal selling
Sales promotion
Public relation
Direct marketing

34. Marketers……
must decide which methods will best reach potential customers and communicate desired message
must be carefully analyzed before marketers decide when and where to invest promotional funds

35. Services marketing

36. How would you promote Dubrovnik in your country?
Choosing promotional techniques that would in fact bring benefit.

37. 1.Step
determine your target market

38. 2 step: determine logo for Dubrovnik create a slogan!
free logo maker

39. 3.step You can use traditional techniques such as: catalogues
brushures
flyers
Microsoft publisher

40. 4.step You can make a video of Dubrovnik
Digital marketing : use social networks to communiate with people
Make a web site

41. Hints: “pearl of the Adriatic "
the rich history and historical heritage
the city itself is a cultural monument under the protection of UNESCO
beautiful nature and clean sea

44. Now, when you are fully Informed about all the promotional techniques, please,work out the promotion for the Dubrovnik town and show it in your presentation.