.WHAT I S

PROMOTION

A marketing function needed to communicate

information about goods, services, images, and/or

ideas to achieve a desired outcome.

2. Persuade

.GOALSPROMOTION

INFORM

.PERSUADE

Why this product

over the competition

Why one event over

another

.REMIND

“We are still here, and you

know you want one.”

“This is still happening, and

you know you want to

come!”

AD

DED

TO

GET

HER

T

HEY

WIL

L…

1. Increase Sales

2. Increase Awareness

3. Be Competitive

4. Reach the Target

Market

5. Build Customer

Relationship

6. Develop Image

PROMOTIONAL MIX

A combination of marketing communication

channels that a business uses to send its messages

to consumers.

.PERSONAL SELLING

Any form of direct contact

occurring between a

salesperson and a customer.

“HANDSHAKE”

• Groups sales staff

• Ticket agents

• Salespeople

• Telemarketers

.ADVERTISING

Any paid form of non-personal

presentation of ideas, images,

goods, or services.

Promotion #1 that most companies

“STAND ON”

• Television

• Radio

• Newspaper

• Magazines

• Sponsorships

• Outdoor

• Product Placement

• Social Media

• Mobile Advertising Paid. Expensive.

https://www.dropbox.com/s/mprr0xn2nhi9nkm/diamonds.mp4?

dl=0

THINK ABOUT THE FOLLOWING QUESTIONS. ANSWER IN YOUR NOTES

Over the course of a few decades, Ad Agency -N.W. Ayer helped De Beers, their client -successfully turn a failing market into a

psychological necessity, all during a period of war and economic turmoil.

The concept of an engagement ring had existed since medieval times, but it had never been

widely adopted. And before World War II, only 10% of engagement rings contained diamonds. With a carefully executed marketing strategy,

N.W. Ayer ad agency could strengthen the tradition of engagement rings & transform

public opinion about diamonds -- from precious stones to essential parts of courtship

& marriage. Eventually, Ayer would convince young men that diamonds are the ultimate gift

of love, and young women that they're an essential part of romantic relationships.

In just four years between 1938 and 1941, they reported a 55% increase in U.S. diamond sales. In 2015 over 85% of all engagement rings in the

US had diamonds

DO YOU THINK ADVERTISING WORKS?

WHY OR WHY NOT?

DID ADVERTIS ING WORK IN THE CASE OF DE BEERS / DIAMONDS?

WHY OR WHY NOT?

.SALES PROMOTION

Marketing activities that are designed to

create an immediate spike in sales

“STAND ON”

• Coupons

• Sales

• Games

• Contests

Promotion #2 that most companies

• Give-a-ways

• BOGOs

• Bundling

Paid. Varied cost.

https://www.dropbox.com/s/h4duxrpni0hl2w1/Dream%20Out%

20Loud%20Twitter%20Contest.mp4?dl=0

.PUBLIC RELATIONS

Any non-personal presentation of ideas,

goods, or services that is not paid for by

the company or individual that benefits

from or is harmed by it.

“REACTIVE ELBOW”

• News releases

• Press conferences

• Television Show appearances

• Newsletters/News features

• Interviews

**DESIGNED TO INFLUENCE

THE PUBLICS POITN OF VIEW**

• Publicity Event

• Social Media

• Blogs

• Customer Reviews / Ratings

• Speaking opportunities / Interviews

• Media Requests - Crises Management

Free or Low cost.

https://www.dropbox.com/s/zw7gwwzus0ex51l/Dove%20Real%

20Beauty%20Sketches%20-

%20You%E2%80%99re%20more%20beautiful%20than%20you%2

0think%20%283mins%29.mp4?dl=0

https://www.dropbox.com/s/svo4eyvnk05051b/WestJet%20Chri

stmas%20Miracle-%20real-time%20giving.mp4?dl=0

PROMOTIONAL MIXSTEPS TO US ING THE

1.Set goals and objectives

• Increase awareness, sales, loyalty, etc.

2.Establish spending guidelines

• Different Mix elements have very different costs

3.Determine Mix elements to reach target market

• Research to determine best methods of Mix.

4.Monitoring your Promotional Plan

• E.g. Track sales prior to promotion and sales after to

quantify increase.