advertising and promotion understand different methods of promotion & advertising used in...
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Advertising And Advertising And PromotionPromotion
Advertising And Advertising And PromotionPromotion
Understand different methods of promotion & Understand different methods of promotion & advertising used in retailing strategies.advertising used in retailing strategies.
Understand the elements involved in Understand the elements involved in promoting a business: sales promotion, promoting a business: sales promotion, visual merchandising, advertising, and visual merchandising, advertising, and
publicity.publicity.
Types of Promotion
• Promotion - Any Form Of Communication Used To Promotion - Any Form Of Communication Used To Inform Public About StoreInform Public About Store
– Sales PromotionSales Promotion
• Encourage Customers To Come Into StoreEncourage Customers To Come Into Store
– Publicity And Public RelationsPublicity And Public Relations
• Unpaid Mention Of The BusinessUnpaid Mention Of The Business
– AdvertisingAdvertising
• Paid MessagePaid Message
– Personal SellingPersonal Selling
• Making Contact With Customer To Make SaleMaking Contact With Customer To Make Sale
Types of Advertising
• Product AdvertisingProduct Advertising
– Paid Advertisement Used To Promote Product That Paid Advertisement Used To Promote Product That Company SellsCompany Sells
• Institutional AdvertisingInstitutional Advertising
– Paid Message Used To Promote A Companies Image, Paid Message Used To Promote A Companies Image, Creates Goodwill For The BusinessCreates Goodwill For The Business
• Retail AdvertisingRetail Advertising
– Used To Promote Stores And ProductsUsed To Promote Stores And Products
• Vendor AdvertisingVendor Advertising
– Used By Manufacturers And SuppliersUsed By Manufacturers And Suppliers
• Cooperative AdvertisingCooperative Advertising
– Vendors Name And Store Where The Product Is SoldVendors Name And Store Where The Product Is Sold
Types Of Advertising Media
• Print MediaPrint Media
– Newspapers MagazinesNewspapers Magazines
– Direct MailDirect Mail
– BillboardsBillboards
• Broadcast MediaBroadcast Media
– TelevisionTelevision
– RadioRadio
• Online MediaOnline Media
• Specialty MediaSpecialty Media
– Small Giveaway Items With Company NameSmall Giveaway Items With Company Name
The Promotional Mix -OR-
Promotional Strategy -OR-
Advertising Plan• The combination of differing promotional efforts for the The combination of differing promotional efforts for the
business, company, product, line, or eventbusiness, company, product, line, or event
– Typically themedTypically themed
– Usually consistent in messages – “uniform”Usually consistent in messages – “uniform”
– Periodically varied or altered for “updated” appealPeriodically varied or altered for “updated” appeal
• One promotion utilizing: …an example…One promotion utilizing: …an example…
– InternetInternet ---- TelevisionTelevision---- RadioRadio
– NewspaperNewspaper ---- MagazineMagazine ---- Retailer ContestRetailer Contest
– Sales Associate/Retailer Promotional Items Sales Associate/Retailer Promotional Items -- In-Store -- In-Store DisplaysDisplays
– Building & Vehicle WrapsBuilding & Vehicle Wraps -- Wearable Advertisements -- Wearable Advertisements (T-Shirts)(T-Shirts)
– Transit Advertisements (Bus, Taxi, Subway)Transit Advertisements (Bus, Taxi, Subway) ---- Outdoor Outdoor (Billboards)(Billboards)
Identity - - awareness & development
Typical… television
Integration with a LifeStyle
Custom Promotions …POP Culture
Develop A Promotional Strategy
• Determine Target AudienceDetermine Target Audience
• Determine Promotional Objectives or GoalsDetermine Promotional Objectives or Goals
– Increase SalesIncrease Sales ---- Increase AwarenessIncrease Awareness
– Develop ImageDevelop Image ---- Build Customer Build Customer RelationshipsRelationships
– Reach Target MarketReach Target Market ---- Be More CompetitiveBe More Competitive
• Select Merchandise Or Service To PromoteSelect Merchandise Or Service To Promote
• Develop the Promotion MixDevelop the Promotion Mix
– The Way A Retailer Combines The Four Types Of The Way A Retailer Combines The Four Types Of PromotionsPromotions
• BudgetBudget
Sales Promotions
• Items included with purchase of a product/serviceItems included with purchase of a product/service
• Method to increase the value or a purchaseMethod to increase the value or a purchase
• Inexpensive way to get more traffic in a businessInexpensive way to get more traffic in a business
– Give aways. . . BOGO… Gift with Purchase…Give aways. . . BOGO… Gift with Purchase…
– FREE StuffFREE Stuff
Types of Sales Promotions
• ContestsContests
• Sales EventsSales Events
• PremiumsPremiums
– Small Give Away Items With Company LogoSmall Give Away Items With Company Logo
• Free SamplesFree Samples
• E-mailE-mail
• DisplaysDisplays
• RebatesRebates
Executing A Display
• Select The MerchandiseSelect The Merchandise
• Prepare MerchandisePrepare Merchandise
• Select SettingSelect Setting
• Understand Elements Of Display DesignUnderstand Elements Of Display Design
• Evaluating The DisplayEvaluating The Display
Publicity• PublicityPublicity
– An Unpaid Mention Of A BusinessAn Unpaid Mention Of A Business
– Both Good And BadBoth Good And Bad
• Special EventsSpecial Events
– SeminarsSeminars
– Charitable ActivitiesCharitable Activities
– Personal AppearancePersonal Appearance
• Celebrity EndorserCelebrity Endorser
– Fund RaiserFund Raiser
– Private SalePrivate Sale
– DemonstrationsDemonstrations
Public Relations
• News-Type or style methods to inform customers News-Type or style methods to inform customers about an activity or eventabout an activity or event
• Usually Open Houses… Grand Opening…Usually Open Houses… Grand Opening…Community Service Projects…. News worthy Community Service Projects…. News worthy itemsitems