Think Critically…

“Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read.”

Leo Burnett

Take 2-3 minutes to consider this statement, jot down your ideas about why this may be a recipe for success. We will share these ideas in small groups and then talk about what we came up with as a class.

CHAPTERS 17 ,18 ,19 ,20MARKETING I

Unit 6: Promotion

PROMOTIONAL CONCEPTS AND STRATEGIES

Chapter 17

Chapter 17.1: Promotion and Promotional Mix

Promotion: persuasive communication Used to inform people about a product/service Used to enhance public image/reputation

AIDA Attract Attention Build Interest Build Desire Ask for Action

Product Promotion: convince prospects to select its products or services instead of a competitor’s brand.

Chapter 17.1: Promotion and Promotional Mix

Institutional Promotion: used to create a favorable image for a business, help it make a change, or take a stand on issues.

Types of Promotional Mix:1. Personal Selling2. Advertising3. Direct Marketing4. Sales Promotion5. Public Relations

Using Advertising, Public Relations, and Sales Promotion help to communicate with customers in other ways than direct contact.

Chapter 17.1: Promotion and Promotional Mix

Personal Selling: Sales Representatives

who keep direct contact w/ customers.

One of the costliest forms

Advertising: Form of non-personal

promotion Companies pay to

promote ideas, goods, and services.

Direct Marketing: Directed to a targeted

group of prospects and customers instead of a mass audience.

o Goals = generate sales or leads for sales representatives.

o Gives customers initiative to respond by

1. visiting a store or website,

2. calling a toll-free number,

3. returning a form4. sending an email

Chapter 17.1: Promotion and Promotional Mix

Sales Promotion: Represents

marketing activities that are used to simulate purchasing and sales.

Goals=increase sales, inform potential customers, and create a positive business or corporation.

Public Relations (PR): Activities enable an

organization to influence a target audience.

Goals=to cultivate media relations with reporters who cover a specific industry.

Chapter 17.1: Promotion and Promotional Mix

Publicity: a tactic that public relations professionals use Involves bringing news or newsworthy info to the

publics attention-also known as placement Often appears as a media story or in a larger

report Not easily controlled by the business that issues it

Promotional Mix: combination of strategies and a cost effective allocation of resources

Chapter 17.1: Promotion and Promotional Mix:

Food for Thought…1) What message does Evian send with this commercial?2) What type of promotion is being used in this example?3) Is this approach effective? Why or why not?

http://www.youtube.com/watch?v=gt4UNYUSPD4&feature=related

Chapter 17.1: Promotion and Promotional Mix

Class Activity – Due at the end of class today! Read and take notes on Section 17.2 Answer review questions 1-4 at the end of the section After your done, find one example of publicity (it could

be local, regional, national, or global) and explain how this publicity will affect the entity it is promoting. (i.e., is it positive or negative, how will it impact the image of the entity, what can be done to increase or decrease this press?) Note: You can just print the picture or article that

showcases the promo and then explain it on the same page.

Chapter 17.2: Types of Promotion

Sales Promotion Sales promotion are incentives that encourage

customers to buy products or services.

Used to: Encourage customers to try a new product Build awareness Increase purchases by current customers Reward loyalty

Chapter 17.2: Types of Promotion

Trade Promotions Trade Promotions are sales promotion activities

designed to get support for a product from manufacturers, wholesalers, retailers. Promotional Allowances

Discounts given by manufactures to wholesalers to encourage sales.

Cooperative Advertising Manufacturer supports the retailer by helping to pay for

the cost of advertising its product locally. Slotting Allowances

Manufacturer giving money to a retailer to help cover the costs of placing the manufacturer’s product on the shelves.

Chapter 17.2: Types of Promotion

Consumer Promotions Sales strategies that

encourage customers and prospects to buy a product or service. Support:

Advertising Personal Selling Public Relations efforts

Examples: Coupons: certificates

that entitle customers to cash discounts on goods or services

Examples: Premium deals:

low-cost items given to consumers at a discount or for free

Incentives: to promote many products because they create customer excitement and increase sales

Promotional tie-ins- are also known as cross-promotion campaigns

Chapter 17.2: Types of Promotion

http://video.foxnews.com/v/3928440

Food for Thought…

Discuss: What do you think? Effective? Ineffective? Why?

Chapter 17.2: Types of Promotion

Independent Activity: Visit one or more websites of a company/organization

of your choice. Find section of site that houses media relation content

such as press releases or news releases.

In a one-page (DS, TNR) report, summarize information presented to the public.

and Rate the news releases section of the site on usability,

readability, and relevance.

Consider This…

What is a store or website that makes an impression? Or, rather, what is one that stands out as “special” in your mind? Let’s talk about this!

VISUAL MERCHANDISING AND DISPLAY

Chapter 18

Chapter 18.1: Display Features

Visual Merchandising and Display Visual merchandising – encompasses all of the physical elements

that merchandisers use to project an image customers. Display- refers to the visual and artistic aspects of presenting a

product to a target group of customers.

Elements of Visual Merchandising Storefront- encompasses a stores

Sign Logo Marquee Banners Windows

Marquee is an architectural canopy that extends over a stores entrances

Chapter 18.1: Display Features

Store layout Refers to ways that stores use floor space to facilitate

and promote sales and serve customersStore Interior

Fixtures are permanent or movable store furnishings that hold and display merchandise

Interior Displays Point of purchase displays (POPs) consumer sales

promotion device Kiosks typically four feet high, have pedestal-

mounted, high-tech screens, and take up less than two square feet of stone space

Chapter 18.1: Display Features

Food for Thought:http://www.bing.com/videos/watch/video/viewers-get-tour-of-holiday-window-displays/66894x6

How can window displays tell a story? Why is it so important to have a theme?

Chapter 18.1: Display Features

Class Activity - (Note: You can work solo or with a partner) Step #1: Choose a store Step #2: Choose a theme Step #3: Create an inspiration board of your holiday

or seasonal window display Due at the beginning of class on Monday!

Show & Tell

Take our your inspiration boards.Informal presentations!

Pull Policy versus Push Policy

Pull Policy Create consumer

interest and demand

Push Policy Convince a retailer to

stock a product being promoted

Chapter 18.2 Artistic Design

Display Design and Preparation Step 1: Selecting

Merchandise for Display Determines theme & other

supporting elements of the display

Step 2: Selecting the Display Four Basic kinds of

Displays:1. One item featured 2. Similar products3. Related products4. Cross-mix of items

Step 3: Choosing a Setting Setting will depend largely on

the image it wants to project Step 4: Manipulating Artistic

Elements These subtly influence your

perception (line, color, shape, motion, etc.)

Focal Point: an area in the display that attracts attention first

Step 5: Evaluating Completed Displays Asking questions to make

sure the display enhances the image the store wants to project

Chapter 18.2 Artistic Design

Example:

Chapter 18.2 Artistic Design

Activity: Watch “What Women Want” Write down the artistic design elements that you see in

the Nike campaign (commercial, inspiration boards, etc.). Turn in your answers after the movie!!

Seniors pick up your study guide!...

ADVERTISING

Chapter 19

Chapter 19.1: Advertising Media

Promotional and Institutional Advertising Promotional: When the goal is to increase sales Institutional: Tries to create a favorable image for a

company and foster goodwill in the marketplace Mass Advertising

Enables to companies to reach large numbers of people with their messages. Examples: Television, Radio

Media: agencies, means, or instruments used to convey advertising messages to the public Four main categories of advertising media:

Print, Broadcast, on line, and specialty

Chapter 19.1: Advertising Media

Print Media Includes

Advertising in newspapers

Magazines Direct mail Signs Billboards

Transit advertising: found on public transportation

Includes: • Printed posters inside

trains, taxis, and buses

Broadcast Media Television

Combines all the creative elements necessary—sight, sounds, action, and color – to produce a compelling advertising message.

Radio The radios ability to

reach a wide audience makes it an extremely efficient and cost-effective advertising medium.

Chapter 19.1: Advertising Media

Online Advertising Form of advertising that uses either e-mail or the

World Wide Web. Specialty Media

Sometimes called giveaways or advertising specialties, are relatively inexpensive, useful items featuring an advertiser’s name or logo

Media planning: Process of selecting the advertising media and

deciding the time or space in which the ads should appear to accomplish a marketing objective.

Chapter 19.1: Advertising Media

http://www.bing.com/videos/watch/video/nike-ad-roger-federer-and-tiger-woods/6d238bd88bdb8bc3332c6d238bd88bdb8bc3332c-1634175943873

Follow Up Questions: Is this an effective ad? Why? What message does it send?

Food for Thought…

vs.

Chapter 19.1: Advertising Media

Class Activity: Develop a list of Mass Advertisements and Targeted Advertisements

Ex. Mass Advertisement: Ad promoting winter wear for the whole family Ex. Targeted Advertisement: Ad promoting trendy winter wear for a

teen. Choose a company and find 1-2 mass & targeted advertisement for

that organization. Print these ads. Compare and contrast these ads by analyzing the following questions:

How are the messages the same? How are the messages different? In your opinion, which one is more effective and why? (1 paragraph)

Note: Due today!

Chapter 19.2 Media Measurement and Rates

Media Measurement Audience: The number of homes or people exposed to an ad Impression Frequency: Number of times an audience sees

or hears an advertisement Cost per thousand (CPM) : is the media cost of exposing

1,000 readers or viewers to an advertising impressionMedia Rates

Newspaper- Classified or display Magazine- Based on circulation, type of readership, and

production techniques Radio- Network, advertising, national, local Online- Banners, rich-media, and interstitial Television- Price determined by the time the ad is aired

Chapter 19.2 Media Measurement and Rates

Promotional Budget: Considers the cost for developing, placing, or airing an advertisement 1. Budget decided on percentage of past or anticipated

sales 2. If following the all you can afford method, it first

pays all expenses, then applies the remainder of funds available to promotional activities

3. Competition method- advertiser matches its competitors promotional expenditures or prepares a budget based on the competitors market share

4. Objective and task method, the company determines goals, considers the necessary steps to meet goals, and determine the cost for promotional activities to meet the goals

Chapter 19.2 Media Measurement and Rates

Food for Thought & Independent Activity:Check out the following link. Then, read the article and

answer thequestions that follow. This is due today!

Link: http://adage.com/article?article_id=139923Question 1: During which show does advertising cost the most?Question 2: During which show is advertising the cheapest?Question 3: In one paragraph, sum up a rationale for both of these facts.

Chapter 19.2 Media Measurement and Rates

Class Activity: Find a print ad for a particular product and then find a

similar product that is advertised online. List the similarities and differences between these two

ads. List the effects each ad has on its audience.

PRINT ADVERTISEMENTS

Chapter 20

Chapter 20.1: Essential Elements of Advertising

The Advertising Campaign Advertising Campaign- Group of advertisements,

commercials, and related promotional materials and activities that are designed as part of a coordinated advertising plan to meet the specific goals of a company. 1. Identify the target audience 2. Determine objectives 3. Establish the budget 4. Develop the message 5. Select the media 6. Evaluate the campaign

Chapter 20.1: Essential Elements of Advertising

Advertising Agencies Independent business that specialize in developing ad

campaigns and crafting the ads for clientsDeveloping Print Advertisements

Headline- Phrase or sentence that attracts the readers’ attention to a particular product or service

Copy- Selling message of a written advertisement Illustration- The photograph, drawing, or other

graphic elements used in an advertisement

Chapter 20.1: Essential Elements of Advertising

Food for thought…http://www.bing.com/videos/watch/video/best-buy-s-happy-holiday-ad-campaign/3x0p1va1

From that ad, who do you perceive the target audience to be?

What do you surmise the objective of that ad would be?

What is the message of the ad?

Chapter 20.1: Essential Elements of Advertising

Class Activity: Due TODAY! Break into groups of 2-3 Imagine that your group manages a creative

services department at an advertising agency. The department is responsible for presenting ideas for an advertising campaign a client has created a new type of MP3 player geared toward the youth market.

Create a one page report that includes the following: Create a name for a product Develop and inset ideas for a photo or illustration Create a catchy slogan for the product Create a brand message for the advertising

campaign for this product

Chapter 20.2: Advertising Layout

Ad Layout: a sketch that shows the general arrangement and appearance of a finished ad. Indicates:

Headline Position Illustration Copy Signature

One Technique: creating a Z layout…Most dominate item on the top and form a Z down the rest of the page.

Chapter 20.2: Advertising Layout

Emphasis: make the reader focus on one aspect of the ad. Different sized font Italics Bold Face Combination of capital and lowercase letters

Advertising Proof: shows exactly how an ad will appear in print.

Chapter 20.2: Advertising Layout

Example:

Chapter 20.2: Advertising Layout

Independent Activity: Due Today! On page 432, read the “Case Study”Advertising to

Reach Young Males Write down at least three (3) reasons why companies

include advertising in video games. If you play video games, how do these ads differ from the

ads you see on TV? Explain in one paragraph!