promotionPromotion is used to communicate information about goods, services, images, and/or ideas to achieve a desired outcome.

What types of promotion are you familiar with? What is a desired outcome of high school?What goods and/or services can a high school provide?

Successful promotion encourages customers to buy or have certain views or opinions.

Characteristics of effective promotion

PersuasiveRelevantAppropriateFactualRepetitiveCoordinated

Benefits of using promotion

Increased Sales: the most obvious way businesses benefit from promotion

Promotion is used to spread the word to customers and to convince them to buy

Strong position: used to position the company the way they want customers to see themIncreased customer loyalty: want customers to identify with images projected through promotion .

AE and Hollister project an image of style and fashion.

Benefits of using promotion

Increased product/company awareness: helps customers learn that products exist and where they are availableBetter informed, more satisfied customers: happens when businesses promote product benefits, features and pricesIncreased employment opportunities: benefits the economy by providing job opportunitiesIncreased media support: helps to pay for mass media – TV, radio, newspapers, magazines, Internet, etc

Types of promotional objectivesInform

Communicate important information about new or improved products

PersuadeCompetitive productsCompany image

RemindEstablished productsEstablished companies

Relationship of promotion and marketing

Promotion can be described as marketing communication It sends a marketing message to a target audience

A business communicates a message to the customer – inform customer about goods, services or ideas – persuade them to buy – customer gives feedback by buying or not buying

Watch the following school promotional video. When finished discuss the questions on the slide following the video.

QuickTime™ and a decompressor

are needed to see this picture.

Successful promotion?

Was this video, in your opinion, successful?Who is the target audience?

Is it relevant to that audience?Would this video persuade you to attend the school?Are viewers better informed?What is the message this video sends to the viewer?What worked and what didn’t work?