business w11b promoting product @1
TRANSCRIPT
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Week 11
PromotingProducts
Exclusively prepared & presented by: Anna Riana Putriya
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Integrating the Company’s Offer and Access
ACC ESS
OF
FE
RPrice
PromotionPlace
Product
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What is Promotion ?
Aspect of the marketing mix concerned with
the most effective techniques for selling a product
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Information and Exchange Values
Promotions seek to accomplish four goals:
1. Make potential customers aware of products
2. Make them knowledgeable about products
3. Persuade them to like products
4. Persuade them to purchase products
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Promotional Objectives
1. Communicating Information
2. Positioning Products
� Positioning is the process of establishing an identifiable product image in the minds of consumers
3. Adding Value
4. Controlling Sales Volume
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Promotional Strategies
1. Pull strategy appeals directly to consumers
who will demand the product form retailers
2. Push strategy encourages wholesalers or
retailers to market products to consumers
Product
Product
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What is Advertising ?
Promotional tool consisting of paid, non-personal communication used by an identified sponsor to inform
an audience about a product.
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Advertising Strategies
• Persuasive advertising seeks to
influence consumers to buy a company’s products rather than its rivals’
• Comparative advertising directly
compares two or more products
• Reminder advertising helps to keep
the product name in the consumer’s mind
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What is Advertising Media ?
Variety of communication devices for carrying a seller’s message to potential customers
� Television
� Newspapers
� Direct Mail
� Radio
� Magazines
� Outdoor Advertising
� Internet Advertising
� Data Mining and Date Warehousing
for Internet Advertising
� Virtual Advertising
� Other Advertising Channels
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Six Steps in Preparing the Advertising Campaign
Identify Target
Set Budget
Define Objectives
Create Message
ID Media
Evaluate
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The Building Block in Ad
WHAT TO SAY + IDE = HOW TO SAY
Client Agency
Quoted from: Mr. Attan (2005)
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How to make a Headline
Unique Selling Proposition (USP)
Showmanship
The Ads where
there is something to say
The Ads where
there’s nothing to say
• Terus Terang Philips Terang Terus
• Kartunya Satu ATM nya Banyak
• Gantinya Ngopi / Kopi Banget
• Harga Wah Semurah Curah
• Bikin motor Kamu secepat
Beckham
• Asyik Berat Beng Beng
• Sekuat Macan
• Nyikat Gigi Nggak Nyiksa Gusi
Quoted from: Mr. Attan (2005)
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[email protected] from: Mr. Attan (2005)
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Advertising Agency
• Menjawab creative brief dari client
• Membuat ide/konsep yang unik dan relevan
• Menang pitching
• Dapat award
• Bonus lancar
Quoted from: Mr. Attan (2005)
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What is Personal Selling ?
Promotional tool in which a salesperson communicates one-on-one with potential customers
What is Telemarketing ?
Use of telephone solicitations to conduct the personal selling process
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Personal Selling Tasks� Order processing
� Creative selling
� Missionary selling
The Personal Selling Process1. Prospecting and Qualifying
2. Approaching
3. Presenting and Demonstrating
4. Handling Objections
5. Closing
6. Following Up
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What is a Sales Promotion ?Short-term promotional activity designed to stimulate consumer buying or cooperation from distributors, sales agents or other members of the trade
Types of Sales Promotions� Coupons
� Point-of-Purchase (POP)
� Premiums
� Trade shows
� Contests
OFF$100
AnyBrewedCoffee
COUPON
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What is Publicity ?
Promotional tool in which information about a company or
product that is transmitted by general mass media
What is Public Relations ?
Company-influenced publicity directed at building goodwill
with the public or dealing with unfavorable events
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International Promotional Strategies
Emergence of the Global Perspective
• Global perspective is a philosophy that directs marketing
toward a worldwide rather than local or regional markets
The Movement toward Global Advertising
Four factors to consider:
� Product Variations
� Language Differences
• Cultural receptiveness,
• image differences
Universal Messages and Regional Advertising Skills