chapter 17 promotional concepts and strategies section 17.1 the promotional mix 1 marketing...
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Chapter 17 Promotional Concepts and Strategies
SECTION 17.1SECTION 17.1 The Promotional MixThe Promotional Mix
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Marketing EssentialsMarketing Essentials
Chapter 17 Promotional Concepts and Strategies
Section 17.1 The Promotional Mix
Chapter 17 Promotional Concepts and Strategies
SECTION 17.1SECTION 17.1 The Promotional MixThe Promotional Mix
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17.1 ASSIGNMENTASSIGNMENT
Ch 17.1 Assessment
Pg. 304 # 1-5
DUE: Now
Chapter 17 Promotional Concepts and Strategies
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SECTION 17.1SECTION 17.1
What You'll LearnWhat You'll Learn
The role of promotion in marketing
The concept of promotional mix
The characteristics of personal selling and advertising
The nature and scope of publicity
The Promotional MixThe Promotional Mix
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Why It's ImportantWhy It's Important
Since businesses must continually promote their organizations, products, and policies to gain customer acceptance, you will need to learn successful promotional strategies.
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Key TermsKey Terms
promotion
promotional mix
product promotion
institutional promotion
advertising
sales promotion
public relations
publicity
push policy
pull policy
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Promotion is any form of communication a business or organization uses to inform, persuade, or remind people about its products.
Promotional mix is a combination of the different types of promotion. A business decides on the promotional mix that will be most effective in persuading potential customers to purchase its products.
The Concept of the Promotional Mix
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The Concept of the Promotional Mix
A business uses product promotion to convince potential customers to buy its products instead of buying from a competitor.
Institutional promotion is used by businesses to create a favorable image for themselves, as opposed to promoting specific products or services.
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17.1 Graphic OrganizerGraphic Organizer
Elements of the Promotional MixFour Basic Types of Promotion
1. Personal 1. Personal SellingSelling
3. Sales 3. Sales PromotionPromotion
2. Advertising2. Advertising
4. Public 4. Public Relations & Relations &
PublicityPublicity
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Types of Promotion
1. Personal Selling
- one of the largest forms of promotion
- designed to complete a sale once a customer is attracted to a business
- one of the most expensive forms of promotion
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Types of Promotion
2. Advertising
- any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor
- American businesses spend about $200 billion each year on advertising.
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3. Sales Promotion
- includes everything but personal selling, advertising, and public relations
- used to stimulate consumer purchasing and sales effectiveness
- increase sales
- inform customers about new products
- create a positive store or corporate image
Types of Promotion
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4. Public Relations
- any activity designed to create a favorable image of a business, its products, or its policies.
Types of Promotion
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Publicity - a specific kind of public relations that involves placing positive newsworthy information about a business in the media Advantages Disadvantages - much cheaper - companies cannot than advertising control negative publicity - a mention on the news - can be subjective info is more likely to be depending on the regarded as objective reporting organization
Types of Promotion
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- Most businesses use more than one type of promotion
- Each type of promotion is designed to complement one another
- National advertising is accompanied with local advertising
Coordination of the Promotional Mix
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In large companies, the marketing department
-establishes a promotion budget
-allocates resources
-coordinates the campaign
-determines the right promotional mix for the company
Promotional Budget
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Promotional Budget
In smaller businesses, these responsibilities
-rest with the owner-operator
-are divided among employees
-contracted to outside agencies
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A push policy is used to convince a retailer to stock the products being promoted, pushing the product to the retailer. A push strategy relies heavily on personal selling and promotion at trade shows.
A pull policy is designed to create consumer interest, pulling consumers to the product.
The Push-Pull Concept
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17.1 ASSIGNMENTASSIGNMENT
Worksheet – Ch 17 Sales Promotion
Extra Credit
- Bring in an example of one of the four areas of the promotional mix.
- Attach explanation of the form of promotion being used.
- Give a short presentation to the class.
Up to 5 points EC
Homework – Ch 17 Fact & Idea Review
Pg. 316 # 1- 8
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End of Section 17.1
Marketing EssentialsMarketing Essentials