1. Chapter 17 Promotional Concepts and Strategies
Section Promotion and Promotional Mix
Section Types of Promotion

2. Objectives Explain Role of Promotion in marketing
Identify Types of Promotion
Understand public relations vs publicity
Describe the promotional mix

3. Market: refers to all the people who might buy a product :
Share similar needs and wants
Have the ability to purchase a product
Target market: group of people identified as most likely to become customers
all marketing strategies directed at target market

4. Types of Markets
There are two different types of markets with different goals and objectives
Consumer
Industrial

5. Marketing Mix
The marketing mix X four basic marketing strategies, called the four Ps, that is used to influence buying decisions of a target market
product
place
price
promotion
Marketing Essentials Chapter 1, Section 1.3

6. What is Promotion
Promotion entire set of activities, which communicates the brand and/or product (good, service, idea, or point of view) through publicity and/or advertising
The idea is to make people aware, attract and induce then to buy the product from your business over the competition.
It is persuasive communication

7. Watch the video and complete the Think about it in your notes:

8. Why do Companies Use Promotion:
Inform people about their products or services
Enhance their public image
Persuade people that their products are valuable
Educate the public on an issue, trend, or to change law (ideas)

9. Promotion
A company must decide how to advertise, promote, and publicize a product. Basically, how will potential customers be told about your products
Four Key Elements of Promotion Includes:
Message – communication or piece of information - what are you sharing/telling about
Media selected – print, commercial, news, mail, , posting, tweet, bulletin,
Special offers – discount price, bonus offers etc
Timing of promotional campaigns – when you will launch it, how long, and how often

10. Goal of Promotion
The Goal of promotional activities are summarized by the phrase AIDA:
Attract Attention
Build Interest
Build Desire
Ask for Action
Goal: attract attention, build interest and desire, and ask for action
Marketing Essentials Chapter 17, Section 17.1

11. Two Categories of Promotion
Product Promotion
Institutional Promotion

12. 1. Product promotion is the act of advertising a good or service with the short/long term goal of increasing sales
Product Promotion activities include:
Used to convince customers to select its products instead of a competitor’s
Explain features and benefits of a product
Identify where it is sold
Introduce new offerings/products
Foster good relations with existing customers - enhance customer loyalty

13. 2. Institutional promotion: marketing approach that demonstrates the goodwill of a business to improve its image
Institutional Promotion activities include:
Maintain Web Sites- provide news and product information
Advocate for change
Take a stand on trade or community issues
Be involved in and support community

14. Promotional Mix
Promotional Mix: The combination of personal selling, advertising, sales promotion, direct marketing techniques and public relations that are utilized by a business to promote goods, services or their image

15. Five Types of Promotion in Promotional Mix
Personal selling
Advertising
Direct Marketing
Sales Promotion
Public Relations
Product Promotion Activities
Institutional Promotion Activities

16. Complete the Promotional Mix Web Activity 2
Complete the Promotional Mix Web Activity Bring in one Direct Marketing Example by Thursday