1. The Nature of Promotion
Razzle Dazzle
The Nature of Promotion
Promotion LAP 2

2. Razzle Dazzle Objectives Explain the role of promotion in marketing.
Describe types of promotional objectives.

3. Explain the role of promotion in marketing.
Objective
Explain the role of promotion in marketing.

4. You need promotion! You’ve created an exciting new iPhone application.
You need potential customers to know:
Your product exists
What it will do for them
Where they can purchase it
How much it costs

5. Promotion Basics
Promotion— marketing function needed to communicate information about goods, services, images, and/or ideas to achieve a desired outcome
The element of the marketing mix that encourages customers to buy or to have certain views or opinions
Can also be described as marketing communication because it involves sending a marketing message to a target audience

6. Who Uses Promotion? Examples Large and small businesses
Any organization with something to sell
Large and small businesses
Examples

7. Who Uses Promotion? Producers Special interest groups
Any organization with something to sell
Producers
Special interest groups
Government agencies

8. Who Uses Promotion? Individuals, such as political candidates
Any organization with something to sell
Individuals, such as political candidates
Intermediaries (middlemen)

9. Characteristics of Effective Promotion
Persuasive—must convince customers that the product or company can satisfy specific needs
Relevant—must be of interest to the target audience
Appropriate—must “fit” the product

10. Characteristics of Effective Promotion
Factual—must not be misleading
Repetitive—must create sustained interest
Coordinated—must be in sync with other promotional messages

11. Benefits of Promotion Increased product/company awareness
Improved Healthcare!
Increased product/company awareness
Increased customer loyalty
Strong position
Increased sales
Lower Taxes!

12. Benefits of Promotion Better informed, more satisfied customers
Increased employment opportunities
Jobs in promotion
Jobs in production

13. Benefits of Promotion Increased media support—promotional dollars for:
Television
Radio
Newspapers
Magazines
Internet

14. Promotion Costs Promotion costs can add up.
Marketers plan ahead and create reasonable, appropriate budgets.

15. Describe types of promotional objectives.

16. Promotion Objectives New To inform
Used to educate customers on how to use products
How to be digital-ready:
Used most often for new products
Also used for older products with new uses

17. Promotion Objectives To persuade Used to stimulate action
Used most often with highly competitive products
Often includes incentives
Sometimes used to boost company image

18. Promotion Objectives
To remind
Used most often to promote a company rather than an individual product
A promotion may aim to achieve one, two, or all three of these objectives.
Used to reinforce positive opinions that already exist

19. Choose one promotion you’ve seen in the past week.
Was it for a company or for a specific product?
Did you find it relevant and appropriate?
Was the promotion meant to inform, to persuade, or to remind?
Choose one promotion you’ve seen in the past week.
How did it affect you as a consumer?

20. Individuals such as political candidates use promotion to convince the public to agree with them or to vote for them.
Sometimes, along with positive promotions about themselves, political candidates or parties include negative advertisements about their opponents in their promotional campaigns.
These promotions aren’t illegal, but are they ethical?
What do you think?

21. Lelia Ventling and Sarah Bartlett Borich, MBAResearch
Acknowledgments:
Original Developers:
Lelia Ventling and Sarah Bartlett Borich, MBAResearch
Version 1.0
Copyright ã 2010
MBA Research and Curriculum Center

22. Digital-based photography sources:
Liquid Library
Various images used in this presentation are ©2007 Liquid Library All rights reserved
Microsoft Clip Gallery Live
Various clipart used in conjunction with PowerPoint 2003® Clip Art, Microsoft® All rights reserved. One Microsoft Way, Redmond, WA, USA

23. Copyright:
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