promotions ch 17.1
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Chapter 17 Promotional Concepts and
Strategies
Chapter 17 Promotional Concepts and
Strategies • Section 17.1 Promotion and Promotional Mix
• Section 17.2 Types of Promotion
• Section 17.1 Promotion and Promotional Mix
• Section 17.2 Types of Promotion
Promotion and Promotional Mix
Objectives
Explain the role of promotion in business and marketing
Identify the various types of promotion
Distinguish between public relations and publicity
Write a news release
Describe the concept of the promotional mix
Marketing Essentials Chapter 17, Section 17.1
Graphic Organizer
In a chart like this one, take notes about the five elements of the promotional mix and give examples for each.
Marketing Essentials Chapter 17, Section 17.1
The Concept of Promotion
Promotion is persuasive communication.
The goals of promotional activities are summarized by the phrase AIDA:
• Attract Attention
• Build Interest and Desire
• Ask for Action
Marketing Essentials Chapter 17, Section 17.1
An attempt to inform, persuade or remind to buy goods & services
Personal Selling
Advertising
Direct Marketing
Public Relations
Sales Promotions
Personal Selling• Hired salespeople actually promote the
business, product, or service themselves
• Typically takes place as a result of other
promotional activities
Advertising Non-personal promotions that are:
• Paid for
• Hits a Mass Media
• One-way communication
Direct Marketing
• Directed to targeted group of
prospects (rather than to mass)
1. Printed mail
2. Electronic direct mail
Public Relations• Efforts to influence public opinion
• Cultivate media relations with reporters
Publicity• Tactic – that PR professionals use to bring news to public’s
attention
• Advantages: free and news is more trusted source than
advertisement
• Disadvantages: content is not easily controlled
Sales Promotions
• Trade Shows,
Displays, Games,
Samples, Give-
Away’s, Coupons
etc...
Writing News Releases
• An announcement that is sent to the
appropriate media outlets
• About products, operations,
earnings, employees, events etc
1st!!! Pick a Theme (or
Slogan)
AT&T =
US Army =
7 Up =
1st!!! Pick a Theme or Slogan
AT&T = “Reach out and touch someone”
US Army = “Be all you can be”
7 Up = “Make 7 - up yours”
Combination of strategies Use more than 1 type of promotion Which mix will be effective? Elements of mix must be coordinated
Promotional Budget
Dictated by revenue & includes operating costs
Generally a percentage of sales
Demographics:Characteristics that we use
to find our target market
Age Gender Race
Income Level Geographic Location
Interest/ Hobbies Religion
Nationality
A Paid Public Announcement
TYPES OF ADVERTISING:
1. Brand…. Focus on remembering the brand, not a specific product2. Informative…. Teach about the benefits (Commercials for medicine)3. Comparative…. Comparing 2 similar products (Tide vs. Era)4. Defensive…. In response to comparative (Our Brand is better
because…)5. Persuasive…. Rely on emotional appeal (celebrities…feed the
children)
CONSUMER NEEDS vs WANTS
CONSUMER…. Someone who uses the product
NEED…. Something you can’t live without
WANT…. Something you would like BUT you CAN live without it!
CONSUMER BEHAVIOR: “What’s in it for me?”Can be functional OR emotional
* AMERICAN’S SPEND 98% OF THEIR AFTER-TAX DOLLARS* BANKRUPCY IS AT IT’S HIGHEST RATE SINCE THE DEPRESION!
HOW DO YOU LOOK?Women are tall & thin -- Men are tall & athletic
Avg Female Mannequin= 6’ 2”Avg female= 5’ 4” Avg man= 5’ 9”
Models weigh 23% less than the average womanDisabled people are rarely seen although 43 million disabled Americans
HOW DO YOU LIVE?Houses are large, sunny, spotless -- Neighborhoods have huge lawns, friendly
neighbors
HOW DO YOU THINK?Stereo Typing… Women & Racial Minorities
IMAGE… WHAT DO YOU SEE IN ADVERTISMENTS?As you are OR as you WISH YOU WERE!!!
EDUCATES THE CONSUMER VS. BIASED INFO!
RAISES STADARD OF LIVING VS. NOT FOR ALL – could ruin it
PROMOTES THE GOOD LIFE VS. Contributes to MATERIALISM
SUPPORTS THE MEDIA VS. INFLUENCED/distorted MESSAGE
PRO’s CON’s
Pricey Super Bowl advertising can lead to a wealth of exposure for companies and their products. This past year, (2007) the average 30-second
Super Bowl commercial cost roughly $2.8 million but reached 95 million U.S. viewers.”
HOW MUCH DO COMPANIES SPEND?AVERAGE OF 10% OPERATING BUDGET
U.S. BUSINESSES SPEND $200 BILLION/ YEARWORLD BUSINESSES SPEND $425 BILLION/ YEAR
PRICES
BRAND RECALL
REPETITIONS, SLOGANS & JINGLES
BRAND PREFERENCES…. FEEL GOOD & HUMOR
EFFECTIVENESS
Advertising Colors
Best Colors
Best colors are those that make people comfortable or stimulate their senses.
Warm colors encourage people to linger, leading restaurants to choose deep burgundy, burnt orange, and similar colors.
When people relax over dinner, they are more likely to enjoy a leisurely dessert or a nice cup of coffee, thus spending more money.
Hot Colors
Commonly used in fast food Bright red and yellow are hot colors,
indicative of fire, and they stimulate excitement.
Warm and hot colors will encourage people to eat more, which translates to revenue.
Virtually all logos, advertisements and menus of fast food chains feature these colors, which is no accident.
Cool Colors
Colors like green and blue are some of the best colors for advertising when it comes to over the counter medicines and other health products.
Blue is associated with tranquility, and also represents water, a life force.
The color blue can actually slow a person's heart rate, and it reduces appetite
B & W
Two of the best colors for advertising Used to signify power and create a
sense that the company is highly professional
Often a splash of color, such as red, is included to accent the starkness, but the main colors are black and white.
ColorsColors and Women
Women tend to be at ease with and trust those who wear blue.
Send red roses to a lady as a sign of love and passion.
Use yellow as a warning that it's a "just friends" relationship.
Paint one of your living room walls a bold, rich shade like deep red to give your lady friends the impression that you are strong.
Dark green walls in the bedroom can suggest youthfulness and nature.
Color in your homeCool shades for your bed sheets can
help create a calming, stress-free zone and improve your sleep patterns.
Deep purple cushions on a neutral couch will give the impression of strength and wealth and can also stimulate the imagination.
Color & clothes For casual wear that commands attention,
choose red or green shirts. Wearing a dark blue shirt or sweater may
denote dependability. Scrap your gloomy all-gray sweatsuit and
choose a sweatshirt in a darker or lighter color to boost your mood.
Dressing all in brown may look stylish but could be perceived as drab and boring. Add warm or cool colors like yellow, gold or green to brighten up your image and your thought processes.
Color & carsA black car suggests a desire for
anonymity.Certain shades of blue and red suggest
a showy driver. Yellow and orange demonstrate that
you're a sporty person. Choosing a silver or gold car can give
the impression of wealth.
COLOR IN YOUR PROFESSIONAL LIFE
Wear a power suit in dark gray, black or deep navy, and you'll be perceived as successful, knowledgeable and serious.
A crisp, white shirt commands respect and gives the impression of formality.
A beige or off-white shirt gives a less conservative look.
Business cards and letterheads are best in neutral colors. White or beige is always easier to read than colored stock.
Pale blue walls are more inviting and relaxing than stark white. Rich burgundy or deep-purple upholstery can conjure up visions
of richness and royalty.
RED Red is the color of fire and blood, so it is associated with energy, war, danger, strength, power, determination as well as passion, desire, and love.
Red is a very emotionally intense color. It enhances human metabolism, increases respiration rate, and raises blood pressure. It has very high visibility, which is why stop signs, stoplights, and fire equipment are usually painted red.
Light red represents joy, sexuality, passion, sensitivity, and love. Pink signifies romance, love, and friendship. It denotes feminine
qualities and passiveness. Dark red is associated with vigor, willpower, rage, anger,
leadership, courage, longing, malice, and wrath. Brown suggests stability and denotes masculine qualities. Reddish-brown is associated with harvest and fall.
Orange
Orange combines the energy of red and the happiness of yellow. It is associated with joy, sunshine, and the tropics.
Orange represents enthusiasm, fascination, happiness, creativity, determination, attraction, success, encouragement, and stimulation.
Dark orange can mean deceit and distrust. Red-orange corresponds to desire, sexual passion,
pleasure, domination, aggression, and thirst for action. Gold evokes the feeling of prestige. The meaning of
gold is illumination, wisdom, and wealth. Gold often symbolizes high quality.
Yellow
Yellow is the color of sunshine. It's associated with joy, happiness, intellect, and energy.
Yellow produces a warming effect, arouses cheerfulness, stimulates mental activity, and generates muscle energy.
Yellow is often associated with food. Bright, pure yellow is an attention Dull (dingy) yellow represents caution, decay, sickness, and jealousy. Light yellow is associated with intellect, freshness, and joy.
Green
Green is the color of nature. It symbolizes growth, harmony, freshness, and fertility. Green has strong emotional correspondence with safety. Dark green is also commonly associated with money.
Green has great healing power. Dark green is associated with ambition, greed, and
jealousy. Yellow-green can indicate sickness, cowardice,
discord, and jealousy. Aqua is associated with emotional healing and
protection. Olive green is the traditional color of peace.
Blue
Blue is the color of the sky and sea. It is often associated with depth and stability. It symbolizes trust, loyalty, wisdom, confidence, intelligence, faith, truth, and heaven.
Blue is considered beneficial to the mind and body. It slows human metabolism and produces a calming effect. Blue is strongly associated with tranquility and calmness. In heraldry, blue is used to symbolize piety and sincerity.
Light blue is associated with health, healing, tranquility, understanding, and softness.
Dark blue represents knowledge, power, integrity, and seriousness.
Purple
Purple combines the stability of blue and the energy of red. Purple is associated with royalty.
It symbolizes power, nobility, luxury, and ambition. It conveys wealth and extravagance.
Purple is associated with wisdom, dignity, independence, creativity, mystery, and magic.
Light purple evokes romantic and nostalgic feelings.
Dark purple evokes gloom and sad feelings. It can cause frustration.
White
White is associated with light and goodness. It is considered to be the color of perfection. White means safety, purity, and cleanliness. As opposed to black, white usually has a
positive connotation. White can represent a successful beginning. In advertising, white is associated with coolness
and cleanliness because it's the color of snow.
Black
Black is associated with power, elegance, formality, death, evil, and mystery.
Black is a mysterious color associated with fear and the unknown (black holes).
Black denotes strength and authority; it is considered to be a very formal, elegant, and prestigious color (black tie, black Mercedes).
Broadcast Ads: Formats:
Use a SkitUse a NarrativeVoice Over a SongAll action/ Only Text
Components:Use a testimonialRepetition!!! Repeat Main PointsMake Important Info Easy To
RememberUse Sound Effects!
Broadcast Ads Recall/ Retention is Key:
Be Crazy, Excited, Funny, or Serious• But whatever you pick -- Emphasize it!
The element of surprise is priceless!!
Kids & Animals have a tendency to steal the show!
Finish with a Jingle or Trailer!
“
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2. Is used to promote fast food
3. Is used to promote cars/auto
The color blue is
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1. Used to calm people
2. Used to increase the heartbeat
3. Used to demonstrate death/sickness
In the media, the neighborhood is played as:
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The color Black symbolizes
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2. Luxury
3. Death
4. All of the above
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3. Sales Advertising
4. Personal Selling
5. Advertising
6. Sales Promotion
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Does it have a catchy headline?Does your copy include price, materials, quantity, etc…?Did you include a logo?Is there something in the focal point to draw you in?
Print Media Facts
Five times as many people read the headlines as read the body copyUnless your headline sells your product, you’ve wasted 90% of your money!
Newspapers
Most timely85% of advertising is placed by local mediaSections attract advertisers whose products relate to the editorial content
Two Types of Newspaper Ads
Display AdsRange in size Most include illustrations
Classified/Want AdsAdvertise many thingsOnly a couple lines long and contain no illustrations
Magazines
Consumer MagazinesGeneral interestTV Guide, Time, Newsweek
Trade MagazinesProvide information about a specific, specialized fieldAdvertising Age, Wire Technology
Direct/Junk Mail
Advertising sent through the mailPopular with large and small businessesIncludes letters, postcards, folders, brochures, catalogs, and house organs
Outdoor Ads
Aimed at anyone passing byOnly accounts for about 1% of ad dollars Used for things you buy frequentlyUsed for things that can be shown life-sized (Ex: autos)5-7 words
Outdoor Ads
BillboardsSimilar to large posters
Transit AdvertisingSmaller displaysInside airport/train/bus terminals On vehicles like busses or taxis
Direct/Junk Mail
Most selective form of advertisingFew or millionsExtremely low return rateMeasurable advertising
Direct/Junk Mail
One of the fastest growing areas of advertisingAlmost 20% of ad dollars are spent hereCan be addressed to “Occupant,” “Current Resident,” or be personalized
Does it have a catchy headline?
Does your copy include price, materials, quantity, etc…?
Did you include a logo?
Is there something in the focal point to draw you in?
Short Copy
Short Words
Large/ Legible Type
Forget “White Space”
Use Bold Colors
Use High Contrast
Make small Objects
BIG
Benefits of Transit Ads:
*Varied audience
*Captive audience
* Product Recall
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