PromotionLAP 4

Need screen-cap when cover is approved Types of Promotion

Describe types of promotion.

Discuss advantages and disadvantages of promotional activities.

Describe types of promotion.

Promotion

Buy! Buy! Buy!

Allie’s Morning

Bombarded by promotional messages

Communicates information

Builds awareness

Increases demand

Differentiates from the competition

Highlights value

Changes/Reinforces attitudes

Promotional Messages

• Serve many purposes

• Come in many shapes and forms

• Can be delivered in a variety of ways

Promotional Messages

Advertising

Publicity

Personal selling

Sales promotion

Advertising

Publicity

Personal selling

Sales promotion

• Encourage consumers to think favorably about the company or to buy its products

• Encourage consumers to think favorably about the company or to buy its products

Product Promotion

Goal = to persuade consumers to buy a particular good or service

Goal = to persuade consumers to buy a particular good or service

Product Promotion

Creates consumer awareness of a good or service

Informs consumers about product features

Encourages interest in and inquiries about a good or service

Creates consumer awareness of a good or service

Informs consumers about product features

Encourages interest in and inquiries about a good or service

Informs consumers where a product can be purchased

Builds a reputation for a product

Creates excitement and motivates retailers and salespeople

Informs consumers where a product can be purchased

Builds a reputation for a product

Creates excitement and motivates retailers and salespeople

Primary Product Promotion

• Aims to stimulate demand, or consumer desire, for an entire class of goods or services

• Aims to stimulate demand, or consumer desire, for an entire class of goods or services

• Emphasis is on the product and its uses, rather than on a particular brand.

• Emphasis is on the product and its uses, rather than on a particular brand.

• Competition is between the two different industries.

• Competition is between the two different industries.

• Especially useful and necessary for introducing a new concept or a totally new product

• Especially useful and necessary for introducing a new concept or a totally new product

Secondary Product Promotion

• Also called selective product promotion

• Used to stimulate demand for a specific brand of a product

• Used to compete against other makers of the same type of product

Institutional PromotionInstitutional Promotion

• Also called corporate promotion

• Also called corporate promotion

• Goal = to create a certain image of the company in the eyes of the consumer

• Goal = to create a certain image of the company in the eyes of the consumer

• Does not attempt to sell a good or service

• Does not attempt to sell a good or service

Institutional PromotionInstitutional Promotion

• Can be used to:• Can be used to:

• Change a particularattitude toward a firm or its products

• Change a particularattitude toward a firm or its products

• Inform consumers of the company’s interest in social or environmental issues

• Inform consumers of the company’s interest in social or environmental issues

• Inform the public about the company’s future

• Inform the public about the company’s future

• Inform consumers of the company’s name and type of business

• Inform consumers of the company’s name and type of business

Institutional PromotionInstitutional Promotion

• Can be used to:• Can be used to:

• Show the company’s commitment to quality, technology, or research

• Show the company’s commitment to quality, technology, or research

• Enhance company morale and recruit new employees

• Enhance company morale and recruit new employees

• Build or reinforce a favorable company image• Build or reinforce a favorable company image

Deal with issues that are in the public’s interest but are also related

to the company or its products

Deal with issues that are in the public’s interest but are also related

to the company or its products

Inform consumers about noncontroversial issues that are

in the public’s best interest

Inform consumers about noncontroversial issues that are

in the public’s best interest

Public-service promotions

Public-service promotions

Public-relations promotions

Public-relations promotions

Designed to promote a firm’s prestige or its features

Designed to promote a firm’s prestige or its features

Patronage promotionsPatronage promotions

Discuss advantages and disadvantages

of promotional activities.

Advantages of Promotion

Contributes to eco-nomic growth and business activity

Encourages con-sumers to purchase and use new and improved products

Creates jobs

Supports the mass communication media

Creates awareness of companies and their products

Helps develop or enhance companies’ images

Encourages a higher standard of living

Disadvantages of Promotion

Some are deceptive.

Some are manipulative.

Some are offensive.

Some may create/ reinforce stereotypes.

Some play on people’s fears.

Promotion has limited abilities.

• Cannot make up for the poor quality of a good/service

• Cannot immediately achieve major success

• Cannot substitute for well-trained salespeople

“Autos manufactured today are virtually emission-free. And that’s a dramatic improvement over models from just thirty years ago…”

• Be aware of the promotional messages you receive.

• Write them all down for one day.

• Identify as:

• Product promotion or institutional promotion

• Primary product promotion or secondary product promotion

• How did each message affect you?

Alcohol companies say:

Promotions for alcohol companies

What do you think?

• Controversial

• May influence children

• Portray drinking as “cool”

• There are legal ages for purchasing alcohol.

• There are warnings on product packaging.

• They offer resources to help parents talk to children.

AcknowledgmentsAcknowledgments

Original Developers:Original Developers:

Lelia Ventling and Sarah Bartlett Borich, MarkED

Lelia Ventling and Sarah Bartlett Borich, MarkED

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MarkED Resource CenterMarkED Resource Center

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