1. What Is Promotion?

2. What Is Promotion?
Promotion is one of the Four Ps of the marketing mix. Promotion is the process of telling people about a product or the company that offers it.

3. Q 1 - Promotion Is Marketing Communication
Promotion is communication from an organization to
its customers
potential customers
the public
Marketing communication is another term for promotion.

4. Q 2 - Goals of Promotion Role of promotion
to help a business achieve its goals by communicating with customers and the public
Promotion
informs
expresses
persuades

5. Q 3 - Inform Businesses want to keep customers informed about
existing products
new products
new features on existing products
how to use or assemble products
safety issues
charities, cultural organizations supported
events the business sponsors

6. Q 4 - Express Promotional messages express and entertain.
attracts customer attention to products
creates demand for products
Messages that entertain or create emotion are more likely to be remembered.

7. Q 5 - Persuade Persuasion
use of logic, argument, or pleading to get another person to agree with you or act in a certain way
the ultimate goal of promotion is to persuade people to buy the product

8. Q 6 & 8 Communication Process
The communication process in promotion
the marketer is the sender
the target market is the receiver

9. Q 7 – How Do Marketers Determine If a Promotion is Effective?
Does it achieve its goal?
Customer feedback can be obtained by
monitoring sales
performing market research

10. Q 9 - Business-to-Business (B2B)
The promotion that occurs when a business promotes its products to another business.

11. Q 9 - Business-to-Consumer (B2C)
The promotion that occurs when a business promotes its products directly to the consumer market.

12. Q 10 - Product Promotion vs Institutional Promotion
Product Promotion is marketing communication that focuses on the product and selling the product.
Breakfast cereal
A concert
Safety messages
Institutional promotion is communication that focuses on the image of the organization. Products are not mentioned.

13. Q 11,12 - Four Elements of Promotion
The four elements of promotion:
personal promotion
personal selling
nonpersonal promotion
advertising
sales promotion
public relations

14. Q 13 - Personal Promotion Personal selling
seller communicates in person with buyer
a selling message can be customized for each buyer based on immediate feedback from the customer
can occur on-site, over the phone, and over the internet

15. Advertising Advertising includes print ads commercials Internet ads
outdoor advertising
transit advertising
direct marketing
e.g., sales flyers

16. Sales Promotion
Marketing activities designed to entice customers to buy a company’s products:
coupons and rebates
free samples
premiums
contests and sweepstakes
promotional tie-ins
product placement
visual merchandising

17. Public Relation & Publicity
Public Relations
promotional activities designed to create goodwill between a company and the public
Proactive communication with the public for the purpose of image building
reactive public relations in response to negative events or damaging information
Publicity
information about a company and its products that appears in the media
company does not pay for articles to be written - no control over article content
main tools of publicity: press release, press kit, and press conference (Q14)

18. Q15 - Advertising Advantages Disadvantages
Reach large number of people
Low cost per contact
Disadvantages
Total cost is high

19. Q 15 - Publicity Disadvantages Advantages
Give up much of your control of your message
Not all publicity is positive
Advantages
Free
Can be used to create a positive image within the community
Viewed as being more credible or believable than advertising

20. Q 16 - Pull and Push Strategies
Common promotional strategies
pull strategy
push strategy

21. Pull Strategy Pull strategy
focuses advertising on customer to create demand
customers go to retail stores and demand the product
Consumer demand pulls the product through the supply chain.

22. Push Strategy Push strategy
focuses on wholesalers, distributors, and retailers
these intermediaries buy the product and promote it to the next link in the supply chain
the last link, the retailer, promotes it to the consumer
Intermediaries push the product through the supply chain.