promotion. what is it? any form of communication a business or organization uses to: inform (tell...
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![Page 1: PROMOTION. WHAT IS IT? Any form of communication a business or organization uses to: INFORM (Tell about a product) PERSUADE (buy my brand not my competitors)](https://reader035.vdocument.in/reader035/viewer/2022070306/55171906550346f5558b56d5/html5/thumbnails/1.jpg)
PROMOTION
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PROMOTION
WHAT IS IT?Any form of communication a
business or organization uses to:INFORM
(Tell about a product)
PERSUADE (“buy my brand not my competitor’s”)
REMIND (keep name in the public eye)
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Promotional Objectives
•Build Awareness• Increase demand•Differentiate a product
from the competitor•Highlight product’s value•Change/reinforce
customer’s attitude
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Promotional Messages
•Can you hear me now? Good.•Buy it. Sell it. Love it.•Live in your world, play in
ours.• Just do it.• I’m lovin’ it.•The happiest place on earth.
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PROMOTION2 TYPES
PRODUCT PROMOTIONVS.
INSTITUTIONAL PROMOTION
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PRODUCT PROMOTION
• GOAL: To sell goods and services– Advertisements– Coupons– Sales
presentations– ‘Product plugs’
in interviews
• Accomplished by:– Explaining
features/benefits– Tell where
products are sold– Advertising sales– Answer questions– Introduce new
products
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Primary Product Promotion
• Emphasis on product & use, not the brand
• Competition between industries (pork vs beef)
• Good when introducing new concept or completely new product
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Secondary (Selective) Product Promotion
• Specific brand or product
• Already known product
• Coca-Cola vs Pepsi
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INSTITIUONAL PROMOTION
•GOAL: Create favorable image of the company
•Does NOT directly sell a certain product
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INSTITIUONAL PROMOTION
• Used to:– Change
attitudes– Highlight
issues– Inform public– Show
commitment
Donated $5million in bottled water to hurricane-ravaged New Orleans in 2005
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Promotion:ADVANTAGES
•Contributions to economy•Supports mass media•Benefits companies
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Promotion:DISADVANTAGES
• Deceptive• Manipulative• Offensive• Creates/
reinforces stereotypes
• Plays upon fears• Has limited
abilities
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METHODS OF PROMOTION
•ADVERTISING•PUBLICITY•SALES PROMOTION•PERSONAL SELLING
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ADVERTISING
• It is advertising if:–The Time or Space devoted
to it is PAID for–Uses a set format– Identifies the sponsor of the
message
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ADVERTISING: PROs & CONs
• Reaches large # of people
• Costs per customer
• Choose appropriate media
• Control content• Repeat Viewing• “Presell”
• Can’t focus on individual needs
• $$$$$$• Brief
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PUBLICITYPlacing newsworthy
information about a company, product or person in the
media•How does Publicity differ from
Advertising?–PUBLICITY IS FREE
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PUBLICITY: PROS & CONS
• FREE• LARGE
AUDIENCE• SEEN AS NON-
BIASED
• GIVE UP CONTROL OF MESSAGE CONTENT AND PRESENTATION
• NEGATIVE PUBLICITY
Kobe Bryant – McDonald’s, Nutella, & Ferrero SpA pulled sponsorship
Tiger Woods – Gatorade, AT&T, Accenture dropped him
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SALES PROMOTION
Everything else that a company does to get customers to buy their products and use their
services.(excludes advertising, publicity
and personal selling)
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SALES PROMOTIONS
• LOYALTY MARKETING PROGRAMS
• PROMOTIONAL TIE-INS (McDonald’s Monopoly promotion)
• VISUAL MERCHANDISING AND DISPLAYS
• PREMIUMS & INCENTIVES (Buy 1 get one free)
• PRODUCT SAMPLES
• PRODUCT PLACEMENT
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PERSONAL SELLING
TO BE COVERED LATER!!