Ch 10 Section 4 - Promotions

Promotion
Intro to Business
Ch 10 Section 4

Open Ended

What do you think is the best type of promotion used to get you to buy an item?

Communication and Promotion

• Promotion

  • Any form of communication used to inform or persuade, or remind

    • Influence knowledge, beliefs, and actions about product

  • Effective promotion is based on communication process

    • Choose the correct type of target market

      • Determines which channel

• Effective communication

  • Exchange of info so there is common understanding by all participants

Communication and Promotion

The Power of Purpose: Why You Need a Marketing Communications Strategy | Marketing Communications | West Virginia University

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Multiple Choice

What does a marketing communications strategy help to establish in a marketplace?

• Brand confusion

• Trust and recognition

• Ignorance

• Irrelevance

Multiple Choice

Which of the following is NOT a benefit of a marketing communications strategy?

• Inconsistency

• Targeted reach

• Clarity

• Measurable results

Multiple Choice

What is crucial for effective communication in a marketing strategy?

• Ignoring the audience

• Understanding the target audience

• Random messaging

• Disregarding brand values

Types of Promotion

• Personalized Promotion

  • Most effective form of communication

  • Personal Selling

    • Direct, individualized communication with prospective customers

      • Face to face and used to satisfy needs

    • Used for complex or expensive items

    • Know product and address concerns

    • Complete follow ups with customer

Types of Promotion

• Mass Promotion

  • Directed to many people at same time

  • Can't be personalized but less expensive

• Advertising

  • Any paid form of communication through mass media to provide info and influence of their actions

  • Consumer hit with hundreds of ads a day

  • Have to make ad stand out

Types of Promotion

• Publicity

  • Non paid promotional communication presented by the media rather than by business

• Public Relations

  • Ongoing program of non-paid and paid communications

  • Influence public opinion

• Sales Promotion

  • Activities and materials designed to reinforce a company's brand and image

  • Need to have a call of action

  • Contest, games, free giveaways

Match

Match the types of promotion.

• Direct, individualized communication with prospective customers

• Directed to many people at same time

• Non paid promotional communication presented by the media rather than by business

• Ongoing program of non-paid and paid communications

• Activities and materials designed to reinforce a company’s brand and image

Personal Selling

Mass Promotion

Publicity

Public Relations

Sales Promotion

• Personal Selling

• Mass Promotion

• Publicity

• Public Relations

• Sales Promotion

Merchandising

• Includes a set of promotional activities designed to generate sales in the retail setting

• Visual merchandising

  • Visual signals to communicate in the retail setting

    • Shelf labels, signs

  • Display typically at point of sale

• Use price markup or markdown, displays

Open Ended

From this picture, state the different types of visual merchandising.

Mass Personalization

• Combines advantages of mass media

• Done in newspapers and on internet

• Entice customers to get more information