4.00 acquire a foundational knowledge of promotion to understand its nature and scope 4.01a explain...
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4.00Acquire a foundational knowledge of promotion to understand its nature and scope
4.01A Explain the role of promotion as a marketing function
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Define the term promotion Promotion is a marketing function
needed to communicate information about goods, services, images, and/or ideas to achieve a desired outcome.
It is the element of the marketing mix that encourages customers to buy or have certain views or opinions
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Apple is promoting numerous types of applications that appeal to the teen market
For the under-20’s crowd, cool is all about the technology
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Who uses promotion? Any organization that has something to
sell uses promotion at one time or another. Large and small businesses Government agencies Special interest groups Producers Intermediaries individuals
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Who uses promotion?
Businesses that sell gaming systems, MP3 players, shoes, cars, and soft drinks rely heavily on promotion.
They develop creative promotions to reach a wide audience and sell their products
This results in the familiarity of the product.
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What companies are these?
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Characteristics of effective promotion Persuasive Relevant Appropriate Factual Repetitive Coordinated
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Benefits of using promotion
Increased Sales: the most obvious way businesses benefit from promotion Promotion is used to spread the word
to customers and to convince them to buy
Strong position: used to position the company the way they want customers to see them
Increased customer loyalty: want customers to identify with images projected through promotion . AEO and Hollister project an image
of style and fashion.
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Benefits of using promotion Increased product/company awareness: helps
customers learn that products exist and where they are available
Better informed, more satisfied customers: happens when businesses promote product benefits, features and prices
Increased employment opportunities: benefits the economy by providing job opportunities
Increased media support: helps to pay for mass media – TV, radio, newspapers, magazines, Internet, etc
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Costs associated with the use of promotion Some are free or nearly free – issuing a
press release about a new or improved product
Advertising fees Costs for sales promotions Contests, salaries Considering the costs ahead of time
helps marketers to create reasonable promotional budgets
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Types of promotional objectives Inform
Communicate important information about new or improved products
Persuade Competitive products Company image
Remind Established products Established companies
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Relationship of promotion and marketing Promotion can be described as
marketing communication It sends a marketing message to a target
audience A business communicates a message to
the customer – inform customer about goods, services or ideas – persuade them to buy – customer gives feedback by buying or not buying
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Promotion & CompetitionHow does Promotion affect Competition
A company introduces a product Other businesses wait to see how the
product does If the product does well, they will follow
them into the market with a similar product Competition through promotional activities
occur during the growth stage
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The Promotional Mix Personal selling
Planned, personalized communication designed to satisfy a customer’s needs and wants
Used when things have to be explained in detail for large purchases or industry
For example: A car salesman
Public relations Activities used to build and maintain positive image
about a company
For example: FBLA volunteers at Downtown Winterfest and it’s published in the school newspaper
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The Promotional MixAdvertising
Any non-personal form of communication designed to inform, persuade, or remind.Usually shows the best images and messages
Materialism - Be the first to have it, stay ahead of others
Avoid stereotypingExample: A woman drinking a diet soda
Children - Communicate the right messageExample: Video games have age ratings
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What’s in the promotional mix? Sales promotions
Communications or activities used to stimulate sales, create awareness of a new product
For example: Restaurants at the food court in the mall offers free samples
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Promotion & TechnologyHow does Technology affect Promotion
Businesses can create messages that are specific to groups or individuals
Many different ways to communicate and customize messagesSocial MediaTextsEmailsPop-upsTags