1. By: Andrea Dellit Jean Vannier Luhan Li Chris Spaude PROMOTION

2.  Definition of promotion/theory  Objectives of Promotion  Selecting Promotional Mix  Promotional Mix  Integrated Marketing Communications  Advertising  Public Relations  Sales Promotion AGENDA

3.  A communication happens when there is a transfer from one person to another PROMOTION…INFORMATION… COMMUNICATION

4. Create awarenessStimulate demandEncourage product choiceIdentify customersCounter competitionSmooth the salesPersuadeMake attitudes evolveEducateFacilitate means of distribution WHY BOTHER?

5. PUSH  You PUSH the product towards the customer PULL  You PULL the customer towards the product TWO REGULAR STRATEGIES

6. Resources Policies Objectives of the firm or campaign Internal factors  Size Location Demographics Market Characteristics  Life Cycle Good/Service/Ideas Competition & Intensity of Coverage Product Usage Product Characteristics  PROMOTIONAL MIX

7.  Definition:  Use of the promotion mix to create and maintain long-term relationships with customers by satisfying customer needs and/or wants. INTEGRATED MARKETING COMMUNICATIONS (IMC)

8.  Goals: 1.One unified voice 2.Begins with customer 3.Develop a relationship with customers 4.Create two-way communication 5.Include all stakeholders, not just customers 6.Generate a continuous stream of communication 7.Measure results from ACTUAL feedback

9. Identify the target audiences Establish objectives Budget ( Affordability/Arbitrary Allocation /Ratio to Sales /Competitive Comparison/Marginal Analysis/Objective Task ) Create the campaign Feedback and Evaluations INTEGRATED MARKETING COMMUNICATIONS (IMC)

10.  Definition  Impersonal, One-way, mass-communication, promote  Not intended to drive action  Multiple media channels  T.V., Newspaper, Magazines, Radio, etc…  Advertisements take 3 forms  Based on product life stage  Pioneering  Competitive  Reminder ADVERTISING

11. Pioneering ADVERTISEMENT Competitive Reminder

12.  Promotional message  Reputation  Not a particular product INSTITUTIONAL ADVERTISING

13. Advantages  Cost/Contact  Repetition  Versatility  Atmosphere  Prestige Disadvantages  Cost  Flexibility  Clutter  Credibility  High waste  Lack of action  Problem measuring ADVANTAGES & DISADVANTAGES

14. 1.Target Audience  Who are you trying to reach? 2.Advertising Objectives  What do you want your audience to take away? 3.Advertising Budget  How much can you spend? 4.Designing Ads  What should my advertising look like? 5.Selecting media  How am I going to reach my audience? DEVELOP THE ADVERTISING PROGRAM

15.  “Public relation is a strategic communication process that builds mutually beneficial relationships between organizations and their publics”  Anticipate, analyze, interpret public opinion  Not directly paid for by sponsor  More effective than advertising, higher longevity  More accepted by the general public  Advantages:  Credibility  Impact  Cost  Very difficult to control  Cant always predict reaction  Social media  More, faster, responsive PR, but add another control factor PUBLIC RELATIONS

16.  Limited time  Introduce new product  Clear out inventories  Attract traffic  Temporarily lift sales  Aimed at impulse buyers  Typically use sales  Volumes need to offset SALES PROMOTIONS

17. QUESTIONS?