what is promotio n - mrs. judson's...
TRANSCRIPT
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.WHAT I S
PROMOTION
A marketing function needed to communicate
information about goods, services, images, and/or
ideas to achieve a desired outcome.
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2. Persuade
.GOALSPROMOTION
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INFORM
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.PERSUADE
Why this product
over the competition
Why one event over
another
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.REMIND
“We are still here, and you
know you want one.”
“This is still happening, and
you know you want to
come!”
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AD
DED
TO
GET
HER
T
HEY
WIL
L…
1. Increase Sales
2. Increase Awareness
3. Be Competitive
4. Reach the Target
Market
5. Build Customer
Relationship
6. Develop Image
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PROMOTIONAL MIX
A combination of marketing communication
channels that a business uses to send its messages
to consumers.
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.PERSONAL SELLING
Any form of direct contact
occurring between a
salesperson and a customer.
“HANDSHAKE”
• Groups sales staff
• Ticket agents
• Salespeople
• Telemarketers
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.ADVERTISING
Any paid form of non-personal
presentation of ideas, images,
goods, or services.
Promotion #1 that most companies
“STAND ON”
• Television
• Radio
• Newspaper
• Magazines
• Sponsorships
• Outdoor
• Product Placement
• Social Media
• Mobile Advertising Paid. Expensive.
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https://www.dropbox.com/s/mprr0xn2nhi9nkm/diamonds.mp4?
dl=0
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THINK ABOUT THE FOLLOWING QUESTIONS. ANSWER IN YOUR NOTES
Over the course of a few decades, Ad Agency -N.W. Ayer helped De Beers, their client -successfully turn a failing market into a
psychological necessity, all during a period of war and economic turmoil.
The concept of an engagement ring had existed since medieval times, but it had never been
widely adopted. And before World War II, only 10% of engagement rings contained diamonds. With a carefully executed marketing strategy,
N.W. Ayer ad agency could strengthen the tradition of engagement rings & transform
public opinion about diamonds -- from precious stones to essential parts of courtship
& marriage. Eventually, Ayer would convince young men that diamonds are the ultimate gift
of love, and young women that they're an essential part of romantic relationships.
In just four years between 1938 and 1941, they reported a 55% increase in U.S. diamond sales. In 2015 over 85% of all engagement rings in the
US had diamonds
DO YOU THINK ADVERTISING WORKS?
WHY OR WHY NOT?
DID ADVERTIS ING WORK IN THE CASE OF DE BEERS / DIAMONDS?
WHY OR WHY NOT?
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.SALES PROMOTION
Marketing activities that are designed to
create an immediate spike in sales
“STAND ON”
• Coupons
• Sales
• Games
• Contests
Promotion #2 that most companies
• Give-a-ways
• BOGOs
• Bundling
Paid. Varied cost.
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https://www.dropbox.com/s/h4duxrpni0hl2w1/Dream%20Out%
20Loud%20Twitter%20Contest.mp4?dl=0
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.PUBLIC RELATIONS
Any non-personal presentation of ideas,
goods, or services that is not paid for by
the company or individual that benefits
from or is harmed by it.
“REACTIVE ELBOW”
• News releases
• Press conferences
• Television Show appearances
• Newsletters/News features
• Interviews
**DESIGNED TO INFLUENCE
THE PUBLICS POITN OF VIEW**
• Publicity Event
• Social Media
• Blogs
• Customer Reviews / Ratings
• Speaking opportunities / Interviews
• Media Requests - Crises Management
Free or Low cost.
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https://www.dropbox.com/s/zw7gwwzus0ex51l/Dove%20Real%
20Beauty%20Sketches%20-
%20You%E2%80%99re%20more%20beautiful%20than%20you%2
0think%20%283mins%29.mp4?dl=0
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https://www.dropbox.com/s/svo4eyvnk05051b/WestJet%20Chri
stmas%20Miracle-%20real-time%20giving.mp4?dl=0
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PROMOTIONAL MIXSTEPS TO US ING THE
1.Set goals and objectives
• Increase awareness, sales, loyalty, etc.
2.Establish spending guidelines
• Different Mix elements have very different costs
3.Determine Mix elements to reach target market
• Research to determine best methods of Mix.
4.Monitoring your Promotional Plan
• E.g. Track sales prior to promotion and sales after to
quantify increase.