promotion roles of promotion communication process promotional mix promotional planning unit 6
DESCRIPTION
2. Persuade – – – Incentives - Coupons, Rebates, Free Samples – – More appealing label or packaging – Use more Power Words!!!TRANSCRIPT
“Promotion”
Roles of PromotionCommunication ProcessPromotional MixPromotional Planning
Unit 6
1. Inform– Tell the consumer more about the product.
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– Complex products require more details
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3 Reasons to Use Promotion
2. Persuade–
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– Incentives - Coupons, Rebates, Free Samples
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– More appealing label or packaging
– Use more Power Words!!!
3. Remind
– “Great taste”, “More consumers choose us”
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Give out promotional items with company or product name, logo, or slogan.
Promotion is a Communication Process
Feedback – receiver’s reaction or response to the sender’s message directive (buy product, use coupon, go to website, etc).
Feedback helps the sender know if the message got through and is understood.
Interference – causes receivers to miss the message or misunderstand it (changed channel, left room, TiVo, etc).
Promotional Mix• Varies from business to business• Always has same goal - communicate effectively with customers• Elements:
Advertising PublicitySales PromotionPersonal Selling
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What is Advertising?Any paid form of nonpersonal
communication sent through the media.• Most common type of promotion• Examples: TV and Radio commercialsTV and Radio commercials
Print adsPrint adsOut-of-home advertisementsOut-of-home advertisements
CatalogsCatalogsDirect mailDirect mail
Product placementProduct placementOnline ads Online ads
Advantages of Advertising
• Reaches millions at relatively low cost per person
• • Uses color, print, sound, and motion; can affect
consumers’ emotions.
Disadvantages of Advertising•
• Target audience may not receive message
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What is Publicity?
Free communication about a company or its product.
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Advantages & Disadvantages of Publicity
• Advantages
– – Creates Goodwill for
company/product
• Disadvantages
– – Can’t cancel or
change information
Sales Promotion
• Visual merchandising• Coupons• In-store demonstrations• Discounts and incentives
Sales Promotions – activities or materials within a place of purchase that offer consumers incentive to act now.
• Product samples• Contests• Introductory offers• Free accessories
Advantages & Disadvantages of Sales Promotion• Advantages–
– Supports other parts of promo campaign
• Disadvantages–
– May not result in continued sales
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What is Personal Selling? Person-to-person communication with customers.
Advantages:
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Disadvantages:
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