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PROMOTIONStudent Notes

Written by: Krystin Glover

Georgia CTAE Resource Network 2010

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Promotion

Communication by marketers

that __________ , persuades,

and reminds potential buyers of a

product in order to

__________an opinion or elicit a

response.

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Promotional Mix

Combination of promotion tools

used to reach the

________market and fulfill

the organization’s

overall ________.

AdvertisingAdvertising

Public RelationsPublic Relations

Sales Promotion Sales Promotion

Personal SellingPersonal Selling

Word-of-MouthWord-of-Mouth

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Advertising

______________, one-way

mass communication

about a product or organization

that is

_______ for by a marketer.

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Advertising Media

Traditional Advertising Media

Traditional Advertising Media

ElectronicAdvertising Media

ElectronicAdvertising Media

Television ________ Newspapers Magazines ________ Direct mail Billboards

Internet ______________ Interactive video

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Advertising

AdvantagesAdvantages

Reach _________ number of people

______ cost per contact

DisadvantagesDisadvantages

Total cost is ________

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Public Relations

Public information about a

company, good, or service

appearing in the mass _______ as

a news item, which is ________

to the company.

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Public Relations

AdvantagesAdvantages Publicity is ________

advertising is not Can be used to create a

positive ______within the community

Viewed as being more credible or believable than _____________

DisadvantagesDisadvantages

Give up much of your ____________ of your message

Not all publicity is ___________

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Sales Promotion

Free ____________Free ____________

____________________________

Trade ShowsTrade Shows

Vacation GiveawaysVacation Giveaways

________________________________

Popular ToolsPopular Toolsforfor

Consumer SalesConsumer SalesPromotionPromotion

Popular ToolsPopular Toolsforfor

Consumer SalesConsumer SalesPromotionPromotion

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Sales Promotion

AdvantagesAdvantages Unique and has special

appeal to a potential ______________

Helps build customer _____________

DisadvantagesDisadvantages Difficult to end without

the customers becoming ________________

Store image and sales can suffer if the promotion is not properly planned and ________________

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Personal Selling

_____________ presentation to

one or more prospective buyers

for the purpose

of making a ___________.

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Personal Selling

AdvantagesAdvantages

Personal contact with ________________

Can track __________

DisadvantagesDisadvantages

On a per contact basis, personal selling is the most ___________ form of promotion

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Characteristics of Advertising

Communication Mode Communication Mode

Communication ControlCommunication Control

Feedback AmountFeedback Amount

Feedback SpeedFeedback Speed

Message Flow DirectionMessage Flow Direction

Message Content ControlMessage Content Control

Sponsor IdentificationSponsor Identification

Reaching Large Audience Reaching Large Audience

Message FlexibilityMessage Flexibility

AdvertisingAdvertisingAdvertisingAdvertising

Indirect and non-personal Indirect and non-personal

DelayedDelayed

One-wayOne-way

YesYes

Same message to all audiencesSame message to all audiences

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Characteristics of Public Relations

Communication Mode Communication Mode

Communication ControlCommunication Control

Feedback AmountFeedback Amount

Feedback SpeedFeedback Speed

Message Flow DirectionMessage Flow Direction

Message Content ControlMessage Content Control

Sponsor IdentificationSponsor Identification

Reaching Large Audience Reaching Large Audience

Message FlexibilityMessage Flexibility

Public RelationsPublic RelationsPublic RelationsPublic Relations

Usually indirect, non-personal Usually indirect, non-personal

Moderate to lowModerate to low

DelayedDelayed

One-wayOne-way

NoNo

Usually no direct controlUsually no direct control

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Characteristics of Sales promotion

Communication Mode Communication Mode

Communication ControlCommunication Control

Feedback AmountFeedback Amount

Feedback SpeedFeedback Speed

Message Flow DirectionMessage Flow Direction

Message Content ControlMessage Content Control

Sponsor IdentificationSponsor Identification

Reaching Large Audience Reaching Large Audience

Message FlexibilityMessage Flexibility

Sales PromotionSales PromotionSales PromotionSales Promotion

Usually indirect and non-personal Usually indirect and non-personal

Moderate to lowModerate to low

Little to moderateLittle to moderate

Mostly one-wayMostly one-way

YesYes

Fast Fast

Same message to varied targetSame message to varied target

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Characteristics of Personal Selling

Communication Mode Communication Mode

Communication ControlCommunication Control

Feedback AmountFeedback Amount

Feedback SpeedFeedback Speed

Message Flow DirectionMessage Flow Direction

Message Content ControlMessage Content Control

Sponsor IdentificationSponsor Identification

Reaching Large Audience Reaching Large Audience

Message FlexibilityMessage Flexibility

Personal SellingPersonal SellingPersonal SellingPersonal Selling

Direct and face-to-face Direct and face-to-face

HighHigh

ImmediateImmediate

Two-wayTwo-way

YesYes

Tailored to prospectTailored to prospect

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Goals and Tasks of Promotion

InformingInforming RemindingReminding

PersuadingPersuading