AM_10 Promotional Mix
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Transcript of AM_10 Promotional Mix
![Page 1: AM_10 Promotional Mix](https://reader037.fdocuments.net/reader037/viewer/2022083119/577ccf151a28ab9e788ed4f5/html5/thumbnails/1.jpg)
Any form of communication a business
or company uses to inform, persuade, or remind people about
products and to improve its image
PROMOTION
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Discussion•How are promotion and communication similar?
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Lesson Objectives• Define promotion• Identify purposes of promotion• Define institutional promotion• Identify 5 types of promotion• Define promotional mix
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Purposes of Promotion• Convince potential customers to buy
• Explain features/benefits of products• Tell where products are sold• Advertise sales on products• Answer customers’ questions• Introduce new products• Create a favorable image of the
company or product
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Institutional Promotion
Used to create a favorable image of
the company, rather than to directly sell
products
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Discussion•Why would an organization
promote itself and not its products?
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Types of Promotion• Advertising • Sales Promotion• Personal Selling • Publicity/ Public
Relations• Visual
Merchandising
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ADVERTISINGThe non-personalpresentation of ideas and products by an identified
sponsor.**PAID FOR**
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Discussion•Describe the process or
steps that happen when communication is taking place.
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SALES PROMOTION
• stimulate purchases• increase store traffic
2 for 1 Sale
Buy One, Get One Free
$2 off after 8PM on Tuesday
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PERSONAL SELLINGThe PERSONAL presentation
of a product or company to one or more potential buyers
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DiscussionIs telemarketing a form of
promotion? If so, what type of promotion
is it?
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PUBLICITYPUBLIC RELATIONS
Creating demand for a business or product by
placingnews about it in the media
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Visual Merchandising
The coordination of all physical elements in a
place of business so that it projects the right image to
its customers
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Discussion•List one situation or product
for which each type of advertisement would be appropriate.
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Can you name a type of business that…
• Uses a lot of advertising and sales promotion, but very little personal selling?
• Uses very little advertising, but lots of personal selling?
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What types of promotion do you think the following
businesses use?• Hayes Chrysler/Jeep• Ruby Tuesday• Cigarette manufacturers• Avon Corporation• ebay
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The combination of promotion types
represents a product’sPROMOTIONAL MIX
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QuizDescribe the promotional mix
that would be appropriate for a business and product(s) that you choose.
Explain how you would use each type of promotion.
Tell why you would or would not use each type of promotion.