1. PROMOTION

2. PROMOTION
WHAT IS IT?
Any form of communication a business or organization uses to:
INFORM
(Tell about a product)
PERSUADE
(“buy my brand not my competitor’s”)
REMIND
(keep name in the public eye)

3. Promotional Objectives
Build Awareness
Increase demand
Differentiate a product from the competitor
Highlight product’s value
Change/reinforce customer’s attitude

4. Promotional Messages Can you hear me now? Good.
Buy it. Sell it. Love it.
Live in your world, play in ours.
Just do it.
I’m lovin’ it.
The happiest place on earth.

5. INSTITUTIONAL PROMOTION
PROMOTION 2 TYPES
PRODUCT PROMOTION
VS.
INSTITUTIONAL PROMOTION

6. PRODUCT PROMOTION GOAL: To sell goods and services Accomplished by:
Advertisements
Coupons
Sales presentations
‘Product plugs’ in interviews
Accomplished by:
Explaining features/benefits
Tell where products are sold
Advertising sales
Answer questions
Introduce new products

7. Primary Product Promotion
Emphasis on product & use, not the brand
Competition between industries (pork vs beef)
Good when introducing new concept or completely new product

8. Secondary (Selective) Product Promotion
Specific brand or product
Already known product
Coca-Cola vs Pepsi

9. INSTITIUONAL PROMOTION
GOAL: Create favorable image of the company
Does NOT directly sell a certain product

10. INSTITIUONAL PROMOTION
Used to:
Change attitudes
Highlight issues
Inform public
Show commitment
Donated $5million in bottled water to hurricane-ravaged New Orleans in 2005

11. Promotion: ADVANTAGES
Contributions to economy
Supports mass media
Benefits companies

12. Promotion: DISADVANTAGES
Deceptive
Manipulative
Offensive
Creates/reinforces stereotypes
Plays upon fears
Has limited abilities

13. METHODS OF PROMOTION ADVERTISING PUBLICITY SALES PROMOTION
PERSONAL SELLING

14. ADVERTISING It is advertising if:
The Time or Space devoted to it is PAID for
Uses a set format
Identifies the sponsor of the message

15. ADVERTISING: PROs & CONs
Can’t focus on individual needs
$$$$$$
Brief
Reaches large # of people
Costs per customer
Choose appropriate media
Control content
Repeat Viewing
“Presell”

16. PUBLICITY
Placing newsworthy information about a company, product or person in the media
How does Publicity differ from Advertising?
PUBLICITY IS FREE

17. PUBLICITY: PROS & CONS
GIVE UP CONTROL OF MESSAGE CONTENT AND PRESENTATION
NEGATIVE PUBLICITY
FREE
LARGE AUDIENCE
SEEN AS NON-BIASED
Tiger Woods – Gatorade, AT&T, Accenture dropped him
Kobe Bryant – McDonald’s, Nutella, & Ferrero SpA pulled sponsorship

18. (excludes advertising, publicity and personal selling)
SALES PROMOTION
Everything else that a company does to get customers to buy their products and use their services.
(excludes advertising, publicity and personal selling)

19. SALES PROMOTIONS LOYALTY MARKETING PROGRAMS
PROMOTIONAL TIE-INS (McDonald’s Monopoly promotion)
VISUAL MERCHANDISING AND DISPLAYS
PREMIUMS & INCENTIVES (Buy 1 get one free)
PRODUCT SAMPLES
PRODUCT PLACEMENT

20. PERSONAL SELLING
TO BE COVERED LATER!!