Business & MarketingUnit 6: Promotion

Business and Marketing

Unit 6: PROMOTION

2nd Semester

Mr. Schurig

Transition 17-1

• With groups of 2 to 4:

– Share and list the most interesting or outrageous stories you have witnessed or heard from a company promoting a new product.

– In your opinion, did the technique work?

– Explain your answers

– Title: Marketing Transition 17-1

– Save Word document as: Marketing-transition 17-1-filastname

– Be prepared to share with the class

Promotional Concepts and Strategies

Chapter 17

Sec. 17.1 – Promotion and the Promotion Mix

• The role of promotion in marketing• The concept of promotional mix• The characteristics of personal selling

and advertising• The nature and scope of publicity

What you’ll learn

Promotional Concepts & Strategies

Promotion

• Any form of communication a business or organization uses to inform, persuade, or remind people about its products

Product Promotion

• Used to convince customers to buy your products instead of those of the competition

Institutional Promotion

• Used by a business to create a favorable image for itself

Promotional Mix – a combination of the different types of promotion

• Personal Selling

• Advertising

• Direct marketing

• Sales promotion

• Public relations

Personal Selling

• Any form of direct contact occurring between a salesperson and a customer

Advertising

• Any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor– Nationally, businesses spend

about $200 billion annually on various types of advertising

Direct Marketing

• A type of advertising directed to a targeted group of prospects and customers rather than to a mass audience.

– Printed direct mail, sent via regular mail to a home or business

– Electronic direct mail

• It’s goal is to generate sales or leads for sales representatives to pursue

Sales Promotion

• All marketing activities, other than personal selling, advertising, and public relations, that are used to stimulate consumer purchasing and sales effectiveness

Public Relations and Publicity

• Public Relations – any activity designed to create a favorable image toward a business, its products, or its policies

PR Specialists

• Write News Releases -- a prewritten story about a company that is sent to the various media

Writing News Releases

• First paragraph should answer Who, What, When, Where, and Why questions.

• Develop important facts in next few paragraphs.

• Less important information can follow but should be edited.

• Include the full name and position of any people mentioned.

• Include the name, address, and phone number of the contact person.

• Be brief – only one or two pages. “###” at the bottom of the last page signifies the end.

Public Relations and Publicity

• Publicity – a specific kind of public relations that involves placing positive and newsworthy information about a business, its products, or its policies in the media.

Because it is free, business often has the

least control over publicity

To see positive publicity about Hogle Zoo, click on the baby Orangutan.

To see negative publicity abut Hogle Zoo, click on the elephant

http://www.signonsandiego.com/uniontrib/20050503/news_1m3wankie.html

http://www.deseretnews.com/article/600132516/Zoo-goes-ape-over-baby.html

Coordination of Promotional Mix

• Most businesses use more than one type

• All types of promotion must be coordinated

• Must consider the promotional budget

Class Work: 17-1

• Textbook:–Page 368, 1 – 4–Page 377, 20 – 21

• Save as: Marketing-CW 17-1-filastname

• Researching Publicity–Page 378, #29–Save as:

Publicity-Research-filastname• Next Class: Finish Chapter 17

Promotion

Chapter 17

Transition 17-2• With groups of 2 – 4:

– Brainstorm and list some of the types of promotions you encounter:• Discounts, coupons, gifts, free offers, etc.

1. How do these affect your buying decision?2. How does the promotion affect your

feelings toward the business?3. Would you be likely to buy from that

business without a promotion?

• Save as: Marketing-promotions 17-2-filastname

755

Types of Promotions:

• Coupons

• Premiums (Free offers)

• Limited price discounts

• Rebates

• Product Samples

Sec. 17.2 – Types of Promotion

• The characteristics of sales promotion

• The concept of trade promotions

• The different kinds of consumer sales promotions

What you’ll learn

Sales Promotion

Incentives that encourage customers to buy products

or services

Trade Promotions – Designed to gain manufacturers’, wholesalers’, and retailers’ support for a product

Types of Trade Promotions

• Promotional Allowances – a cash payment or discounts given by manufacturers to wholesalers or retailers for performing activities to encourage sales.

Types of Trade Promotions

• Cooperative Advertising – A manufacturer supports the retailer by helping to pay for the cost of advertising its product locally.

Types of Trade Promotions

• Slotting Allowances – a cash premium paid for placing a product on a retailer’s shelves

Types of Trade Promotions

• Sales Force Promotions – awards given to managers and employees who successfully meet or exceed a sales quota.

Types of Trade Promotions

• Trade Shows and Conventions

The Consumer Electronics Show is held annually in Las Vegas. Check it out by clicking on the image.

Consumer Sales Promotions – designed to encourage customers to buy a product

Types of Consumer Promotion

• Coupons – certificates that entitle customers to cash discounts on goods or services.

Types of Consumer Promotion

• Premiums – low-cost items given to consumers at a discount or for free – Should:– be low-cost– provide added value– negate the target audience’s price issue– effectively differentiate the product from

the competition– create an immediate need to buy

Types of Premiums

• Factory packs (in-packs) – free gifts placed in product packages

Types of Premiums

• Traffic builders – pen, calendar, key-chain given free for visiting or attending event

Types of Premiums• Coupon plans – ongoing program

offering a premium in exchange for labels, coupons or other tokens from one or more purchases.

Incentives – generally higher-priced products earned and given through contests, sweepstakes, and rebates• Contests – activities that require

demonstration of a skill

• Sweepstakes – game of chance

Incentives

• Rebates – discounts offered to customers who purchase

Product Samples

• Free, trial-size sample

• Distributed through mail, door-to-door, or at a retail or trade show

• Especially important with new products

Sponsorship

• The sponsoring company pays a fee for the right to promote itself and its products or services at or on a set location

• May negotiate the right to use logos and names on retail products

Promotional Tie-In

• Involves arrangements between one or more retailers or manufacturers.

Ex: McDonald’s and Fisher-Price Toys

Product Placement• Featuring a product at a

special event, on television, or in the movies

Click on the “Pieces Icon” to learn about the history of

product placement.

Loyalty Marketing Programs

• Frequent buyer programs

• Reward customers for making multiple purchases

Point-of-Purchase Displays

• Placed in high-traffic areas and promote impulse purchases.

Class Work & Home Work 17-2• Textbook:

– Page 375, 1 – 4– Page 377, 22 – 24

• Workbook:– Page 141 - 142

• Save as: Marketing-CW 17-2-filastname

• Chapter 17 Activity Packet and Quiz