what is promotion?
DESCRIPTION
What is Promotion?. 4.1 Examine the types of promotion 4.2 Distinguish between institutional and promotional advertising. Chapter 17 LAP – Know your Options!. Recognize This!. There’s an App for That On your side Once you Pop you can’t Stop Just do it I’m Lovin it Where dreams come true - PowerPoint PPT PresentationTRANSCRIPT
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What is
Promotion?
Chapter 17
LAP – Know your Options!
4.1 Examine the types of promotion4.2 Distinguish between institutional and promotional advertising
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Recognize This!
• There’s an App for That
• On your side
• Once you Pop you can’t Stop
• Just do it
• I’m Lovin it
• Where dreams come true
• Expect More, Pay Less
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Were you right?
• Apple
• Nationwide
• Pringles
• Nike
• McDonald’s
• Disney
• Target
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Two Categories of Promotion
• Product Promotion: tries to sell a product– Verizon and THE DROID, Red Bull Energy
Drink, Extra Desserts Extra Gum
• Institutional Promotion: creates an image– New Balance sponsors Susan G Komen
Race against Breast Cancer
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Product Promotion
• Primary – aims to stimulate demand or desire for an entire class of product; emphasis on product category and not brand– GOT MILK, Beef, It’s What’s for Dinner, Pork,
The other white meat
• Secondary/Selective – used to stimulate demand for a specific brand– Borden Milk, Laura’s Lean Beef,
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Know the Options Lap and Product/Institutional Worksheet Activity
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4 Basic Types of Promotion
• Personal Selling
• Advertising – Direct Marketing
• Sales Promotion
• Public Relations (Publicity)
• OTHER and emerging areas – Internet, Social Networks,
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The Promotional Mix
• Any combination of the different types of promotion a business chooses to use.
• Most businesses use more than one type of promotion
• Each type complements the other; some success is dependent on the other
• Must be carefully coordinated
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Personal Selling
• Making an oral presentation to one or more potential buyers
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Advertising
• ANY paid, nonpersonal form of communication of ideas, goods and services by an identified sponsor
• Distinguishing factors:– Paid– Set format– Identifies sponsor
• Be familiar with the Pro’s and Con’s of Advertising!!
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AIDA Formula
• Sequence of stages a marketer leads the target audience through
• ATTENTION
• INTEREST
• DESIRE
• ACTION
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Direct Marketing
• A form of Advertising directed to a targeted group of prospects vs. the mass audience
• Two Forms:– Printed Direct Mail– Electronic Direct Mail – HUGE
GROWTH!!
• Goal – to generate sales or lead for reps to pursue
• CAN-SPAM Act of 2003
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Sales Promotion
• All marketing activities other than personal selling, advertising and publicity that is used to stimulate consumers purchases
• Two Orientations: – Trade: Business to Business (Industrial
Mkt)– Consumer: (Consumer Mkt.)
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Public Relations
• PR activities enable an organization to influence an audience with a positive impact – cultivate media relations
• Publicity – (Placement) Placing newsworthy information about a company, product or person in the media (radio, tv, and stage)
• Pro’s and Con’s (Free but no control!)
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Concept of the Promotional Mix
• Establishment of a BUDGET!!
• Push-Pull Concept: creating a promotional plan for each segment of distribution channel (M-W-R-C)– Push Policy: used only with the next partner
• Heavy on selling and sales promotion
– Pull Policy: Directs promotion toward consumer interest and demand
• Heavy on advertising and premiums, etc.
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Assignment
• Finish Lap Test for Knowing the Options
• Complete Ch. 17 Fact and Idea worksheet