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Retail Agribusiness Sales AS6 Retail Promotional Tools and Advertising
Retail Agribusiness Sales: Retail Promotional Tools and Advertising Notes Page
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Promotional Campaign Components
Choosing Promotional Strategies
Retail Agribusiness Sales AS6 Retail Promotional Tools and Advertising
Retail Agribusiness Sales: Retail Promotional Tools and Advertising Notes Page
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Public Relations Campaign
PR Campaign Components
Developing a Public Relations Campaign
Retail Agribusiness Sales AS6 Retail Promotional Tools and Advertising
Retail Agribusiness Sales: Retail Promotional Tools and Advertising Notes Page
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Advertising Media
Websites
Retail Agribusiness Sales AS6 Retail Promotional Tools and Advertising
Retail Agribusiness Sales: Retail Promotional Tools and Advertising Notes Page
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Blogs
Social Media
Retail Agribusiness Sales AS6 Retail Promotional Tools and Advertising
Retail Agribusiness Sales: Retail Promotional Tools and Advertising Notes Page
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Location of Display
Effective Displays
Retail Agribusiness Sales AS6 Retail Promotional Tools and Advertising
Retail Agribusiness Sales: Retail Promotional Tools and Advertising AS6.1
Local Promotional Campaign
Select an agribusiness in the community. Answer the questions below to analyze its promotional
campaign.
Business Selected: ______________________________________________________________
Products or services offered: ______________________________________________________
_____________________________________________________________________________
Where does the business advertise? What is included in the ads? How do they seek to influence
customers?
What activities does it carry out to promote public relations?
Retail Agribusiness Sales AS6 Retail Promotional Tools and Advertising
Retail Agribusiness Sales: Retail Promotional Tools and Advertising AS6.1
How are sales promotion devices used to promote products or services and the business?
How is personal selling used by the business?
How effective is each of these components in presenting the merits of products or services or of
the business as a whole? How might they be improved?
Retail Agribusiness Sales AS6 Retail Promotional Tools and Advertising
Retail Agribusiness Sales: Retail Promotional Tools and Advertising AS6.2
Public Relations in Action!
Select a business in the community that has a public relations campaign. Evaluate the campaign
by answering the questions below:
Business Selected: ______________________________________________________________
What type of public relations activities are used by the business?
Are they effective? If so, how do they create goodwill in the community? If not, why?
What might be done to improve the business’s public relations campaign? Assume that the
budget for changes is limited.
Retail Agribusiness Sales AS6 Retail Promotional Tools and Advertising
Retail Agribusiness Sales: Retail Promotional Tools and Advertising AS6.3
National FFA Week Public Relations Campaign
Retail Agribusiness Sales AS6 Retail Promotional Tools and Advertising
Retail Agribusiness Sales: Retail Promotional Tools and Advertising AS6.4
Print Advertisement
Ad #1 ________________________________________________________________________
Is this an effective ad? Why or why not? (Include specifics – font used, headlines or lack thereof,
etc.)
What is the main message the advertisement is trying to convey?
Who is the target audience?
Ad #2 ________________________________________________________________________
Is this an effective ad? Why or why not? (Include specifics – font used, headlines or lack thereof,
etc.)
What is the main message the advertisement is trying to convey?
Who is the target audience?
Retail Agribusiness Sales AS6 Retail Promotional Tools and Advertising
Retail Agribusiness Sales: Retail Promotional Tools and Advertising AS6.4
Ad #3 ________________________________________________________________________
Is this an effective ad? Why or why not? (Include specifics – font used, headlines or lack thereof,
etc.)
What is the main message the advertisement is trying to convey?
Who is the target audience?
Ad #4 ________________________________________________________________________
Is this an effective ad? Why or why not? (Include specifics – font used, headlines or lack thereof,
etc.)
What is the main message the advertisement is trying to convey?
Who is the target audience?
Retail Agribusiness Sales AS6 Retail Promotional Tools and Advertising
Retail Agribusiness Sales: Retail Promotional Tools and Advertising AS6.4
Ad #5 ________________________________________________________________________
Is this an effective ad? Why or why not? (Include specifics – font used, headlines or lack thereof,
etc.)
What is the main message the advertisement is trying to convey?
Who is the target audience?
Retail Agribusiness Sales AS6 Retail Promotional Tools and Advertising
Retail Agribusiness Sales: Retail Promotional Tools and Advertising AS6.5
Advertising Media
MEDIA ADVANTAGES DISADVANTAGES
Retail Agribusiness Sales AS6 Retail Promotional Tools and Advertising
Retail Agribusiness Sales: Retail Promotional Tools and Advertising AS6.6
Advantages and Disadvantages of Advertising Media
Retail Agribusiness Sales AS6 Retail Promotional Tools and Advertising
Retail Agribusiness Sales: Retail Promotional Tools and Advertising AS6.6
Retail Agribusiness Sales AS6 Retail Promotional Tools and Advertising
Retail Agribusiness Sales: Retail Promotional Tools and Advertising AS6.7
Web Page Exploration #1
Web Page _____________________________________________________________________
Name of Business ______________________________________________________________
Owners/Contact Information ______________________________________________________
Item(s) Being Sold/Advertised ____________________________________________________
What (specifically) do you like about this web page?
What (specifically) do you not like about this web page?
What does this web page have that others do not?
What is this page missing that could make it more effective?
Retail Agribusiness Sales AS6 Retail Promotional Tools and Advertising
Retail Agribusiness Sales: Retail Promotional Tools and Advertising AS6.7
Web Page Exploration #2
Web Page _____________________________________________________________________
Name of Business ______________________________________________________________
Owners/Contact Information ______________________________________________________
Item(s) Being Sold/Advertised ____________________________________________________
What (specifically) do you like about this web page?
What (specifically) do you not like about this web page?
What does this web page have that others do not?
What is this page missing that could make it more effective?
Retail Agribusiness Sales AS6 Retail Promotional Tools and Advertising
Retail Agribusiness Sales: Retail Promotional Tools and Advertising AS6.7
Web Page Exploration #3
Web Page _____________________________________________________________________
Name of Business ______________________________________________________________
Owners/Contact Information ______________________________________________________
Item(s) Being Sold/Advertised ____________________________________________________
What (specifically) do you like about this web page?
What (specifically) do you not like about this web page?
What does this web page have that others do not?
What is this page missing that could make it more effective?
Retail Agribusiness Sales AS6 Retail Promotional Tools and Advertising
Retail Agribusiness Sales: Retail Promotional Tools and Advertising AS6.8
Blog Exploration #1
Web Page _____________________________________________________________________
Name of Business ______________________________________________________________
Owners/Contact Information ______________________________________________________
Item(s) Being Sold/Advertised ____________________________________________________
What features does the blog include?
What is the point of the blog?
Who does the blog target?
Do you feel the blog is effective? Why or why not?
What would you change?
Retail Agribusiness Sales AS6 Retail Promotional Tools and Advertising
Retail Agribusiness Sales: Retail Promotional Tools and Advertising AS6.8
Blog Exploration #2
Web Page _____________________________________________________________________
Name of Business ______________________________________________________________
Owners/Contact Information ______________________________________________________
Item(s) Being Sold/Advertised ____________________________________________________
What features does the blog include?
What is the point of the blog?
Who does the blog target?
Do you feel the blog is effective? Why or why not?
What would you change?
Retail Agribusiness Sales AS6 Retail Promotional Tools and Advertising
Retail Agribusiness Sales: Retail Promotional Tools and Advertising AS6.9
Facebook Page Exploration
Facebook Address ______________________________________________________________
Name of Business ______________________________________________________________
Owners/Contact Information ______________________________________________________
Item(s) Being Sold/Advertised ____________________________________________________
What (specifically) do you like about this Facebook page?
What (specifically) do you not like about this Facebook page?
What does this Facebook page have that others do not?
What is this Facebook page missing that could make it more effective?
Retail Agribusiness Sales AS6 Retail Promotional Tools and Advertising
Retail Agribusiness Sales: Retail Promotional Tools and Advertising AS6.9
Facebook Page Exploration
Facebook Address ______________________________________________________________
Name of Business ______________________________________________________________
Owners/Contact Information ______________________________________________________
Item(s) Being Sold/Advertised ____________________________________________________
What (specifically) do you like about this Facebook page?
What (specifically) do you not like about this Facebook page?
What does this Facebook page have that others do not?
What is this Facebook page missing that could make it more effective?
Retail Agribusiness Sales AS6 Retail Promotional Tools and Advertising
Retail Agribusiness Sales: Retail Promotional Tools and Advertising AS6.10
Promotional Displays
Display #1
1st Impressions:
Positives:
Eye Sores:
How would you improve this display?
Display #2
1st Impressions:
Positives:
Eye Sores:
How would you improve this display?
Retail Agribusiness Sales AS6 Retail Promotional Tools and Advertising
Retail Agribusiness Sales: Retail Promotional Tools and Advertising AS6.10
Display #3
1st Impressions:
Positives:
Eye Sores:
How would you improve this display?
Display #4
1st Impressions:
Positives:
Eye Sores:
How would you improve this display?
Retail Agribusiness Sales AS6 Retail Promotional Tools and Advertising
Retail Agribusiness Sales: Retail Promotional Tools and Advertising AS6.11
Promotional Campaign Review
Business Chosen: _______________________________________________________________
Resources Used:
Advertising:
Retail Agribusiness Sales AS6 Retail Promotional Tools and Advertising
Retail Agribusiness Sales: Retail Promotional Tools and Advertising AS6.11
Public Relations:
Sales Promotion:
Retail Agribusiness Sales AS6 Retail Promotional Tools and Advertising
Retail Agribusiness Sales: Retail Promotional Tools and Advertising AS6.11
Personal Selling:
Retail Agribusiness Sales AS6 Retail Promotional Tools and Advertising
Retail Agribusiness Sales: Retail Promotional Tools and Advertising AS6.12
Social Media and Web Promotion and Advertising Evaluation
Use social media and the web to promote and advertise a business, product, or service that is
becoming increasingly popular. As future agribusiness men and women, it is important to be up-
to-speed on these modern techniques.
Create a social media and web promotion/advertising plan for one of the following: Your SAE, a
family business with which you are very familiar, or the local FFA chapter. The instructor may
approve other business/organizations upon request.
This plan should detail the following: Comments
Page 1/2: Title Page & Table of Contents
Page 3: Using the Web – General/summary
explanation of how the web will be used for
the promotion and advertising of this
business
Page 4: Website Layout – Include chosen
theme, goals for the website, illustrated flow
chart of how site will be organized and
linked, content to be included (tabs to click
to get to a new page), page links to other
businesses or organizations
Page 5: Blog – How will a blog be used to
promote and advertise business? What will
be posted? How often will posts be made?
What will be included within the blog?
Page 6: Twitter – Identify business
username, people/businesses you plan to
follow, five examples of posts to promote
business and/or a product/service, how to
drive traffic to website or blog
Page 7: Facebook – What will your
Facebook page look like? Include how you
will use Facebook to promote and advertise
the business, the plan for establishing prime
time to post, how you will get people to
“like” your page
Page 8: Choose one other type of social
media that could be used to promote the
business and explain how the use of that
product will be effective for the business.
10 points
10 points
20 points
20 points
20 points
20 points
20 points
Retail Agribusiness Sales AS6 Retail Promotional Tools and Advertising
Retail Agribusiness Sales: Retail Promotional Tools and Advertising AS6.13
Retail Promotional Tools and Advertising Alternative Evaluation
1. Which of the following is not a component of a promotional campaign?
a. advertising
b. personal selling
c. public relations
d. promotional mix
2. One purpose of the public relations program is
a. to use personal persuasion to convince the potential customer to make a purchase.
b. to increase sales by gaining acceptance in the community for a business.
c. to convince consumers that the business’s product satisfies their needs.
d. to promote one of the products provided by the business.
3. ______________________________ consists of promotional messages placed in
different media to encourage sales.
a. Sales promotion
b. Personal selling
c. Advertising
d. Public relations
4. Promotional mix refers to
a. the different types of advertising used to promote a business.
b. the combination of all the components of a promotional campaign.
c. the combination of advertising and public relations.
d. the various activities that form a part of personal selling.
5. What is the main function of a public relations program?
a. To promote a particular product of a business
b. To promote a particular service of a business
c. To create goodwill in a community toward a business
d. To offset the production of an unsatisfactory product or service
6. What is important when developing a public relations campaign?
a. To have one person organizing and operating the campaign, if possible
b. To spend a lot of money developing and implementing the campaign
c. To have more than one person planning the campaign, if possible
d. To be consistent and avoid making any changes in the campaign
7. Which of the following is a step in planning an effective display?
a. Look at old displays and try to make a new display similar to them
b. Establish a theme
c. Capitalize on traditional methods of promotion
d. Form setting by rearranging materials from the last display
Retail Agribusiness Sales AS6 Retail Promotional Tools and Advertising
Retail Agribusiness Sales: Retail Promotional Tools and Advertising AS6.13
8. Where displays would be used?
a. At fairs
b. In store windows
c. On store shelves
d. All of the above
9. Which of the following is an effect that can enhance a display?
a. Use similar, ordinary sizes and shapes so the customer can identify with them
b. Keep the display predictable so customers are not shocked
c. Add sound to attract customers
d. All of the above
10. Which of the following is true of displays at points of purchase?
a. Points of purchase are the areas with the most customer traffic
b. Display items at points of purchase should be expensive to attract customers’
attention
c. Customers often do impulse buying at points of purchase
d. Points of purchase have higher visibility than outside display