1. Unit 11 Promotion

2. Promotion What are your first impressions of this ad?
After glancing at the ad, did it make you want to stop and read it?
How does this ad motivate its target market to action?

3. Unit 11 Vocabulary Advertising Advertising Agencies
Advertising Campaign
Audience
Broadcast Media
Consumer Promotions
Cost per Thousand (CPM)
Coupons
Direct Marketing
Display
Fixtures
Frequency
Impression
Incentives
Institutional Advertising
Institutional Promotion
Kiosk
Marquee
Media
Media Planning
News Release
Online Advertising
Point-of-Purchase Displays
Premiums
Print Media
Product Promotion
Promotion
Promotional Advertising

4. Unit 11 Vocabulary Promotional Mix Promotional Tie-ins Publicity
Public Relations
Pull Policy
Push Policy
Sales Promotion
Store Layout
Storefront
Specialty Media
Trade Promotions
Transit Media
Visual Merchandising

5. Unit 11 Essential Question
How is promotional knowledge and skill in communicating information used to achieve a desired marketing outcome?

6. Essential Question 1 Promotion
What is the role of promotion as a marketing function?

7. What is promotion?
Any form of communication used by a business to inform, persuade, or remind people about its products and improve its image.
There are two forms of promotion:
Product
Institutional

8. Forms of Promotion Product: Institutional:
Creates an interest in the product.
Introduces new products and businesses.
Explains a product.
Supports personal selling efforts.
Creates new markets.
Institutional:
Creates a favorable impression and goodwill for a business or an organization.
Presents information about the companies role in the community.

9. Essential Question 2 Promotion
What are the types of promotion?

10. Types of Promotion Advertising Public Relations Direct Marketing
Sales Promotion
Personal Selling
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11. Types of Promotion
Advertising: Paid presentation of ideas, goods, or services directed toward a mass audience

12. Types of Promotion
Public Relations: Activities used by an organization to create a favorable image for itself, its products, or its policies.

13. Types of Promotion
Direct Marketing: Type of advertising directed to a targeted group of prospects and customers rather than a mass audience.
Snail Mail

14. Types of Promotion
Sales Promotion: Marketing activities – other than advertising, public relations, and personal selling – that are used to stimulate purchasing and sales
Usually involves short term activities.
Offers some type of incentive: product earned or given away
Can be successfully used in all channels of distribution.

15. Types of Promotion Types of Sales Promotions
Trade Promotions: Activities designed to get support for a product from manufactures, wholesalers, and retailers
Promotional Allowances
Cooperative Advertising
Slotting Allowances
Sales Force Promotions
Trade Shows and Conventions

16. Promotional Mix Types of Sales Promotions
Consumer Promotions: Strategies that encourage customers to buy a product or service
Coupons
Premiums
Deals
Incentives
Product Samples
Sponsorships
Promotional Tie-Ins
Product Placement
Visual Merchandising

17. Types of Promotion
Personal Selling: Oral presentations to one or more potential buyers with the intent of making a sale.
The responsibility of sales personnel.
Order - taking personnel
Order - getting personnel
The most flexible and individualized type of promotion available.

18. Essential Question 3 Promotion
What are the elements of the promotional mix?

19. Promotional Mix
Promotional Mix: Combination of promotional strategies and cost-effective allocation of resources
Strategies are designed to complement one another
Advertising and direct marketing create awareness of a product
Public relations creates a favorable image and brand recognition
Sales promotions stimulate sales and reinforce advertising and selling efforts
Personal selling builds on the previous by completing the sale

20. Promotional Mix Special promotional mix strategies
Push Policy: Uses a mix of personal selling, advertising, and buying discounts to push a manufactures products onto the retailer in the distribution channel.
Pull Policy: Uses a mix of local and national advertising, in-store displays, sales promotion, and public relations to reach customers to create a demand which will pull the product into the retail outlet.

21. Essential Question 4 Promotion
What are the different promotional channels used to communicate with targeted audiences?

22. Promotional Channels
Promotional Channel: Method or means of communication used inform customers about products. They include:
Advertising media (Newspaper, TV, etc.)
Social media (Twitter, Facebook, etc.)
Digital media (CDs, DVDs, etc.)
Word-of-mouth
Direct marketing (Postal mail, )
Sales promotion (Coupons, Samples, etc.)
Trade-show/exposition participation
Public relations activities

23. Essential Question 5 Promotion
What are the different types of advertising media and associated costs?

24. Advertising (Print Media)
Newspaper
TIMES
Finance News
Magazines

25. Advertising (Print Media)
Direct Mail
Outdoor Advertising

26. Advertising (Print Media)
Directories
Transit Advertising

27. Advertising (Print Media)
Other print media.

28. Advertising (Broadcast Media)
Television

29. Advertising (Broadcast Media)
Radio
Internet

30. Media Costs
Newspaper
Classified Ad: Advertise everything from services performed to houses for sale to job openings.
Display Ad: Involve creative illustration of the product being advertised.

31. Media Costs
Newspaper
Run-of-Paper Rate: Allows the newspaper to decide where to run the ad in the paper.
Open Rate: Rate charged to businesses that advertise infrequently.
Contract Rate: Discounted rate offered to business that advertise more frequently and for a specified period of time.

32. Media Costs
Magazine
Bleed: Ads are printed to the very edge of the page, leaving no white border. Generally costs 15 to 20 percent extra.
Black-and-White Rates: Lowest rates offered and the ads are in black and white.
Color Rates: Rates increase for each color added.
Full-Color: The most expensive rate and all four print colors are used.

33. Media Costs
Magazine
Premium Position: Rates determined as to where the ad is placed in the magazine.
Frequency Discounts: Offered to advertisers who run the same ad several times during the year.
Commission: A percentage of sales given by the magazine to the advertising agency for placing the ad for the advertiser.
Cash Discounts: Offered to businesses for paying the bill earlier than its due date.

34. Media Costs Radio Television
Network Radio Advertising: Broadcast from a studio to all affiliated radio stations.
National Spot Radio Advertising: Used by national firms to advertise on a local station-by-station basis.
Local Radio Advertising: Used by local business for its target market.
Television
Vary with time of day. The most expensive is prime time 7 to 11 P.M.

35. Media Costs CPM CPM = cost of ad X 1000 Circulation Cost Per Thousand
Cost to expose 1000 readers to the ad.
CPM = cost of ad X 1000
Circulation

36. Media Costs Facebook Twitter LinkedIn
All use CPM rates on clicks, pass-through rates, likes, comments, retweets, etc.

37. Essential Question 6 Promotion
What are the components of advertisements?

38. Advertisement Components
Border: Separates the ad from the surrounding type
Heading: The key part of the sales message, may also contain subheads that either clarify or amplify the thought in the headline
Illustrations: Most effective way to draw the reader’s attention, illustrations that takes up 50 percent or more of the ad space increases readership by as much as 37 percent

39. Advertisement Components
Price: Price is presented in several ways:
As part of the heading
The core the ad is built around
Preceding the copy
In the text space.
White space: Use as much as possible to minimize distractions and draw attention to what matters most
Does not have to be white – just absent of illustrations and text.

40. Advertisement Components
Body copy: Expands benefits offered in the headline and should be written as though you were making friendly, personal conversation
Signature: Is often a company logo or logotype and should not overpower other important aspects of the advertisement

41. Advertisement Components
The one second test: A way of determining whether a reader can tell at a glance what the advertiser is selling
Color: Achieve contrast in layout by effective use of different size type, bold type and color
Creativity: Simplicity, focal point and sequence in mind, will make the ad more visually appealing

42. Headline
Body copy
Visual
Company’s logo
(Signature)

43. Essential Question 7 Promotion
What are the various public relations activities?

44. Public Relations
Public Relations: The establishment and maintenance of a good image for the company, its products and services.
Types of Public Relations
News Releases: An announcement sent by a business or organization to media outlets
Feature Articles
Photos
Press Conference

45. Public Relations Types of Public Relations
Publicity: Involves bringing news or newsworthy information to the public’s attention
Builds a business’ image.
Publicity is free.
Not much control over the message being sent to the public.

46. Essential Question 8 Promotion
What are the differences between internal and external audiences for public relations activities?

47. Internal Public Relations
Internal public relations activities are activities designed to keep groups within a company informed about various activities in order to maintain a good image for the company, its products and services.
Internal audiences may include:
Staff / Employees
Top Management
Board of Directors

48. External Public Relations
External public relations activities are activities designed to keep groups outside a company informed about various activities in order to maintain a good image for the company, its products and services.
External audiences may include:
General Public / Customers
Partner Organizations
Donors / Funders

49. Essential Question 9 Promotion
What is the nature of a promotional plan?

50. Promotional Plan Contents of the Promotional Plan
Objectives: Have a clear starting position; awareness of opinions, behavior and knowledge of the target audience; and available time and resources.
Market Targets: Decide who exactly is to be the audience. Targeting the promotional activities and communications message to a specific audience guarantees a higher rate of success or return on investment.

51. Promotional Plan Contents of the Promotional Plan
The Message: There are three principles that should be remembered when developing the communications or promotional message:
1. The KISS Principle (Keep It Simple Stupid)
2. The AIDA Principle (Attention/Interest/Desire/Action)
3. Communication objectives:
• to be received (heard or read)
• to be understood
• to be accepted
• to get action (change of behavior or attitude)

52. Promotional Plan Contents of the Promotional Plan
Estimated Budget: Determine a preliminary promotions budget. This initial estimate will be modified as the planning process proceeds and formal quotations are obtained.
Promotional Elements (Tactics): Among the various elements of promotions are advertising, personal selling, reseller support, publicity, sales promotion and supplemental activities such as public relations.

53. Essential Question 10 Promotion
How are activities coordinated in a promotional plan?

54. Coordinating Promotional Mix
Ensure all the communication channels used will be good exposure for whatever is being promoted
Ensure the communication channels used will appeal to the target market
Younger demographics are not going to read the newspaper as much as a social networking
The mix should reflect who it is supposed to appeal to

55. Coordinating Promotional Mix
Ensure all strategies send the same message about the product or business
Ensure strategies chosen fit the product or business
Free samples work for food/beverage products but not major clothing wear such as shirts/pants