3. promoting products

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PromotingProducts


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What Is Promotion?

Aspect of the marketingmix concerned with the

most eectietechni!ues for se""ing aproduct


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Information and ExchangeValues

Promotions seek to accomplish

four goals:

Make potential customers aware

of products

Make them knowledgeable about

products

Persuade them to like products

Persuade them to purchase

products


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Promotional Objectives

Communicating Information

Positioning Products

Positioningis the process of establishing

an identifiable brand image in the minds

of consumers

Adding Value

Increasing Sales Volume


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Promotional Strategies

Pull strategyappeals directly to

consumers who will demand the product

form retailers

Push strategyencourages wholesalers

or retailers to market products toconsumers


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The Promotional ix

ypes of promotional tools:

Advertising

Personal Selling Sales Promotions

Publicity

Public Relations

Word of Mouth


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What Is Adertising?

Promotiona" too"consisting of paid#

nonpersona"communication used $%an identi&ed sponsor to

inform an audiencea$out a product


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Advertising Strategies

Persuasive advertisingseeks toinfluence consumers to buy a

company#s products rather than its

ri$als#

Com!arative advertisingindirectly

compares two or more products

Com!etitive advertisingdirectly

compares two or more products "eminder advertisinghelps to keep

the product name in the consumer#s

mind


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Advertising Strategies

%eneric &Primary' (emand )d$ertising

promotes a generic product category rather

than a particular brand

*electi$e &*econdary' (emand )d$ertisingpromotes selecti$e brands

Product )d$ertising promotes a product or

a group of products

+nstitutional )d$ertising promotes an

organi,ation rather than a specific product

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What Is Adertising'edia?

(ariet% ofcommunication

deices for carr%ing ase""er)s message topotentia" customers


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Advertising edia

Television #e$s!a!ers %irect ail

"adio aga&ines Outdoor Advertising Internet Advertising


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What Is an Adertising*ampaign?

Arrangement of ads inse"ected media to

reach targetedaudiences


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What Is an AdertisingAgenc%?

Independent compan%that proides some or

a"" of a c"ient &rm)sadertising needs


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What Is Persona"Se""ing?

Promotiona" too" inwhich a sa"esperson

communicates one+on+one with potentia"customers


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What Is ,e"emarketing?

Use of te"ephoneso"icitations toconduct thepersona" se""ing

process


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Personal Selling Situations

"etail sellingis selling a

consumer product for the

buyer#s personal or

household use

Industrial sellingis selling

products to other

businesses/ either for thepurpose of manufacturing

other products or for resale


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Ty!es of Personal Sellers

+nside 0rder aker

0utside 0rder aker

(eli$ery *ales Person

+nside *eller 0utside *eller

*ales ngineer

*ales onsultant

1!


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What Is a Sa"esPromotion?

Short+term promotiona"actiit% designed tostimu"ate consumer

$u%ing or cooperationfrom distri$utors# sa"esagents or other

mem$ers of the trade


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Ty!es of Sales Promotions

Cou!ons are certificates entitling bearers tosa$ings off regular prices

Point'of'Purchase (POP) dis!laysare used tograb customers# attention as they mo$e throughstores

Premiumsare gifts gi$en to consumers in return forbuying a specified product

Trade sho$s are sponsored by industries for

members and customers %iscountis a temporary price reduction

Patronage re$ardsare gi$en on sustained usageof a product


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What Is Pu$"icit%?

Promotiona" too" inwhich information

a$out a compan% orproduct istransmitted $%

genera" mass mediaPu$"icit% is free

Pu$"icit% can $e goodor $ad


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What Is Pu$"ic-e"ations?

*ompan%+in.uencedpu$"icit% directed at

$ui"ding goodwi"" with

the pu$"ic or dea"ingwith unfaora$"e

eents


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*ord of outh

Any communication about an

organi&ation+ its !roducts+ or !olicies

thru the !ersonal interaction of !eo!le ina society,

3. promoting products

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