Promotion Marketing Final1

8/14/2019 Promotion Marketing Final1

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It’s ALL around you



PROMOTION



Letting people know about goods and services in a positive way that will make them want to buy.



So consumers will know which products to buy.



How to use the productWhere the product is availableThe quality of the productOther important information :

PriceMaterials or Ingredients

Warnings or HazardsSizes, Colors, Styles



Sender

Receiver MessageFeedback



It helps the sender know if the message gotthrough.



AttendancePeople show up to an event

Concerts, Rodeos, Special Events, etc.Contributions

People donate to a cause that they believe inMarch of Dimes, Sub for Santa, American

Heart Assoc.Fund Raisers, etc.

PurchasesPeople buy the good or service

Stores, Catalogs, Internet, etc.



Inform

Tell the consumer about the product

Recipes that use their productsWarranties and Money Back GuaranteesSpecial Ingredients



PersuadeCompanies change their products hoping newcustomers will buy

Use appealing labelsChange the packaging

Power Words New and ImprovedDeliciousFor a limited time only



A promotion mix is a company’s total marketingcommunications program and it consists of aspecific blend of:

AdvertisingSales PromotionsPublic RelationsDirect MarketingWord of mouth



Word-of-Mouth: Passing of information by verbal means,especially recommendations. In an informal, person-to-

person manner, rather than by media or advertising

AdvertisingAdvertising costs the company $$ to promote their

productRadio, TV, Newspaper, Magazines, Billboards, etc.



Sales PromotionWays that entice customers to visit the store or buythe product

Coupons, Contests, Rebates, Free Samples,

Window Displays, etc.Direct Marketing

company directly interacts with the customer catalog, e-marketing, telemarketing, m-marketing

PublicityCompany gets recognition for doing good things

Sponsoring events, donating to a cause/charity,

community service, etc.



Advertising

Personal

SellingSales

PromotionPublic

Relations

DirectMarketing

Reach Many Buyers, RepeatMessage Many Times, Impersonal,

ExpensivePersonal Interaction, RelationshipBuilding, Most Expensive Promo

ToolWide Assortment of Tools,

Rewards Quick Response, EffortsShort-Lived

Very Believable, Dramatize a

Company or Product,Underutilized

Nonpublic, Immediate,Customized, Interactive



Advertising is any paid form of non personal presentation and promotion of ideas, goods, or services by an identified sponsor



Informative advertising is used to informconsumers about a new product or feature to build

primary demand

Persuasive advertising is used as competitionincreases and a company’s objective becomes building selective demand Reminder advertising is used for mature

products since it keeps consumers thinking aboutthe product



General factors to consider:

Strategic versus Tactical Budgets Overall Promotional Budget Consistency Opportunities to Stretch the Budget

The Final Budget



Message Generation

Message Evaluation and Selection

Message Execution



Deciding on Reach, Frequency, and Impact

Choosing Among Major Media Types

Selecting Specific Media Vehicles

Deciding on Media Timing



Point-of-PurchaseDisplays

Premiums

Price PacksCash Refunds

Coupons

Samples

Short-Term Incentives to Encourage Purchase or Sales of a Product or Service .

Consumer-PromotionObjectives

Consumer-Promotion Tools

Games

Contests

Advertising

Specialties

Entice Consumers toTry a New Product

Lure Customers AwayFrom Competitors’ ProductsGet Consumers to “Load Up’

on a Mature ProductHold & Reward Loyal

CustomersConsumer Relationship

Building



TRADE PROMOTION TOOLS

Contests

Free Goods

Allowances

Price-Offs

.Trade-Promotion

ObjectivesTrade-Promotion

Tools

Discounts

Persuade Retailers or Wholesalers to Carry a Brand

Give a Brand Shelf Space

Promote a Brand inAdvertising

Push a Brand to Consumers



A public is any group that has an actual or potentialinterest in or impact on a company’s ability to achieve itsobjectives.

Pubic relation involves a variety of programmesdesigned to promote or protect a company’s image or itsindividual products.Companies are turning to PR for corporate or product

promotion and image making.



SpecialEvents

WrittenMaterials

CorporateIdentityMaterials Speeches

News

AudiovisualMaterials

MAJOR PUBLIC RELATIONS TOOLS

PublicServiceActivities

Web Site

Promotion Marketing Final1

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