advanced marketing. promotion defined: communication used to inform, persuade, or educate a target...
TRANSCRIPT
Advanced Marketing
PromotionDefined:
Communication used to inform, persuade, or educate a target
market about a product/service or business.
Promotional MixStrategies used to promote product or
service;The promotional mix is used in the
promotion plan
AdvertisingSellingSales PromotionPublicity/Public Relations
What is a Promotion Plan?• Vital Part of Marketing Plan• Road-map of promotion activities• Coordinates all elements of
promotion to support overall promotional and marketing objectives
Promotional PlanA Vital Part of the Marketing Plan
PromotionPlan.Chart.Adv.Mktg..docx
Purpose of the Promotion PlanOutline marketing and sales objectivesProvide easy “roadmap” to market
productGives focus and direction to marketing
effortsCoordinates all promotional activities A vital part of the overall marketing plan
Components of Promotion PlanObjective(s)ThemeMediaPersonnelTimingImplementationEvaluation
McDonalds: “Lovin’ It” campaignhttp://nrn.com/advertising/mcdonald-s-
updates-i-m-lovin-it-campaignAssignment: Student work with a partner;
using the Internet, read the article featured in the above. Click on the active links to view the ads.
Apply Promotion Plan ADVERTISING SALES PROMOTION
SELLING PUBLIC RELATIONS/ PUBLICITY
ThemeObjective
MediaPersonnel
TimingImplementati
onEvaluation
ContestsEventsCouponsGive-Aways/ Free Samples
Print BroadcastBillboardsSocial Media/Internet
Trained sales for business-to-business
Trained sales for business to consumer
Human expenditure
Press Releases to media
Focused efforts to communicate positive image
Topics of interest to public
Internal vs. External PromotionPlan for both internal and external promotion
Internal Marketing of ProductsInternal Marketing- marketing or promoting the product WITHIN the businessPurpose:Interact with employees to build product awarenessBuild product knowledgeCreate team atmosphere and common goal for product salesEnsure customer inquiries are consistently addressed correctly
Example: The Falcons’ NestCustomer Inquiry: What is the new “spirit jersey” product that I saw advertised in the winter sale flyer?
How would you answer this question?(Students take a few minutes to answer)
Comparison of responses
The Correct Response:The spirit jersey is a shirt that has become
very popular across college campusesThe shirt is purchased by mostly women and
has become very popular with sororitiesThe shirt is styled like a replica football jerseyOversized; large lettering on the back of the
shirt that extends across the shouldersOur spirit jersey is navy blue with Briar Woods
print across the back in white printIt’s 100% cotton and is VERY comfortable!
External PromotionExternal promotion involves marketing and promoting the product OUTSIDE of the company to prospective customers
Purpose:Generate product salesEnhance public image of product or companyGenerate publicity
External promotion can be business to business or business to consumer
Methods of PromotionTrade shows (Also Called Trade
Shows, Trade Exhibitions or Expos)
AllowancesConsumer promotions
Trade ShowsDefined:
Exhibition organized so that companies may showcase their
products/servicesBusiness to Business Trade ShowBusiness to Consumer Trade Show
Business to Business Trade ShowGrind Master Corporation Exhibits at Trade
Show
Example: Grind MasterMakes products for food and beverage
service industryProducts include: coffee grinders; coffee
and tea brewers; ovens; griddles; food warmers, and many more
Primary customers are business to business such as
Restaurants, cafeterias, corporate offices
Example of“Sell Sheet”Used for Internal andExternal Marketing
Business to Consumer Trade ShowsThe Washington Auto Show premiers
newest cars to consumers
Business to Consumer Trade ShowsVendors showcase latest offerings to consumersPromotes the business and productsProvides detailed product information and leads
consumers towards purchasing decisionsEnables businesses to meet potential customersFace to face conversations with potential customersGather feedback and conduct market researchTypically an entrance fee
Assignment- 50 PointsStudents work with a partnerVisit the website for the Washington Auto Showhttp://www.washingtonautoshow.com/2015-
show-info/exhibitor-listing/Identify the following:
Name of Trade Show
Date, Location, and Times Open
Cost
Exhibitors (name 3)
Sponsors (name 3)
How Are Different Promotional Elements Applied to this Show (Example of how exhibitors may use Sales Promotion; Selling; Advertising;
How Can the Exhibitors Gain Marketing Research from this event?
Promotional AllowancesReduction of the wholesale price for the retailer
Given my manufacturers to retailers to compensate the retailer for promoting the product or line
Consumer PromotionsCouponsPremiumsDealsIncentivesProduct Samples
SponsorshipPromotional Tie-
InsPlacementLoyalty Marketing
ProgramsPoint of Purchase
Displays
Class AssignmentStudents will work individually or with a partner to
develop a consumer promotion for The Falcons’ Nest.
Each group/individual will prepare a PPT presentation that explains the definition and application of their selected form of consumer promotion
Also, within the PPT presentation, students a)will apply this consumer promotion to The Falcons’
Nest b)outline their recommendation and explain how this
promotion will increase sales revenue for the storec)Provide prototype of the promotion (if applicable-
such as coupon; sales promotion ad, etc.)d)Provide detailed plan for implementation