PROMOTIONAL CONCEPTS AND STRATEGIES
PROMOTIONAL CONCEPTS AND STRATEGIES
CHAPTER 17
[pic]
OBJECTIVES:
1) Explain the role of promotion in business and marketing
2) Identify the various types of promotion
3) Distinguish between public relations and publicity
4) Write a news release
5) Describe the concept of the promotional mix
6) Define sales promotion
7) Explain the use of promotional tie-ins, trade sales promotions, and loyalty marketing programs
I. THE CONCEPT OF PROMOTION
A. Define promotion
Goals of promotional activities is AIDA
A – first ___________________
I – then build _______________
D – ____________
A – finally ask for ____________
B. Define product promotion
C. Define institutional promotion
[pic]
D. Types of promotion in the promotional mix ( List & DEFINE each type)
1. __________________________
Generates direct ______________ with prospects and _____________________________
Examples include: __________________, in-home __________________, __________________ and __________________ correspondence
Most __________________forms of promotion
2. __________________________
A form of _______________________________
To promote ______________, _____________, __________________ in a variety of media outlets
Examples include __________________, business cards, brochures, Internet, __________________, newspapers, phone directories, __________________, radio, TV, __________________, cars and buses, restaurant menus and __________________.
3__________________________
A type of promotion that companies use to address individuals __________________ and not through a __________________medium (such as TV, radio, or the internet)
_________________
. Sent via _________________ mail to a home or business
_________________
. Customers are _________________ on the phone and asked directly for goods or services
_________________
. Any promotion delivered via the _________________ (e-mail, _________________, _________________, search engine marketing (paid search), web site optimization
Electronic media that allows people with similar _________________ to participate in a social network
←
←
←
←
←
Helps businesses reach _________________ customers
_____________ of direct marketing are to _________________ sales or leads for sales representatives to pursue
Gives recipients an _________________ to respond by visiting a _________________ or _________________, calling a _________________, returning a form, or sending an _________________
Targeted customers receive _________________________o r incentives, such as money-off coupon
Allows businesses to engage in _______________________ communication
Congress passed the _______________________Act of _______________________
Act requires senders of _______________________ commercial e-mail to give recipients a way to _______ out of e-mails
Prohibits the use of _______________________ subject lines and headers
Requires businesses to provide ______________________ return addresses on e-mails.
4. __________________________
According to AMA, sales promotion represents all __________________________ activities – other than __________________________, __________________________ and __________________________– that are directed at business or retail customers to __________________________sales.
Objectives are to : _______________________sales, Inform ________________________ about new _______________________,Create ___________________ business or corporate ________________
Examples include
◦ _______________________
◦ _______________________Promotions
◦ Competitions
◦ Product _______________________
◦ _______________________Displays
5. __________________________
Public Relations activities enable an organization to ______________ a ______________ market
Public Relations campaigns try to create a _______________________ general opinions and ___________ a favorable image for a person, company
Public Relations goal is to encourage ___________________ with _______________
__________________________
Most important __________________________
An _______________________ that is sent to the appropriate ___________________________
Not _________________ by the business
Public Relations: Using Social Media
Businesses _________________ with customers
Get _________________ on the company and its products and services
Provide businesses with a way to obtain _________________ and speak _________________ with _________________ and existing customers
Potential to reach prospective customers is _________________
Publicity
Involves bringing _________________ or _________________ information about an organization to the _________________ attention.
Known as _________________
Can be used to make public aware of certain _________________, specific _________________ or services, efforts by _________________ agencies, _________________ issue
_________________ is one tactic that public relations professionals ____________
Publicity is _________________
CONCEPT OF PROMOTIONAL MIX:
What is Promotional Mix?
A combination of ________________ and cost-effective allocation of _______________
Identify _______________ market to measuring the results
_______________ complement one another
Elements of the mix must be _____________
[pic]
PROMOTIONAL BUDGET:
Roles of Marketing Department
• Determines __________________________________
• Establishes the __________________
• Distributes _________________________
• Coordinates the ______________________
• Supervises _____________________ resources
• _______________________ the results
• Determining the _______________ can be difficult
PUSH-PULL CONCEPT:
Push Policy:
Manufacturer pushes __________________ to ____________________
Involves ___________________ selling and ___________________________ (trade shows)
Pull Policy:
Directs ______________________ towards _________________________
Creates consumer _____________________ and _____________________
Involves ____________________ to consumers (__________________ and _________________)
[pic]
Name: ___________________________________________ Period: ________ Date: ____________
17.2 - Types of Promotion
Sales Promotion definition
A. _________________ that encourage customers to _________ products or services
B. Build _________________ awareness
C. _________________ customers to _________ new products
D. _________________ purchases by current _________________
E. _________________ customer loyalty
F. Sales promotions are usually _________________ by _________________ activities that include _________________ promotions and _________________ promotions
G. TRADE PROMOTIONS
____________promotion activities designed to get ______________ for a _______________ from
____________________, __________________, and _______________________
More _________________ is actually spent on promotion to _________________ than to __________________________
Good business _______________ require that trade promotional _________________________ and ______________________ be offered in uniform manner
TYPE OF TRADE PROMOTIONS:
1. Promotional Allowances
Represents ___________ payments or __________________ given by ___________________ to ________________ or ____________________ for performing activities to encourage ___________
2. Cooperative Advertising
Manufacturer supports the __________________ by helping to pay for the cost of locally ______________________ its ___________________
Known as __________________ __________________
3. Slotting Allowances
A ______________________ premium paid by a _____________________ to a ___________________ to help the retailer ________________________ of placing the manufacturer’s product on the shelves
Range from a few ______________________ dollars to several ______________________ dollars per product
Also pay retailer’s ______________________ ______________________, charge for ______________________shelves, ______________________ for poor sales, store ______________________ and ______________________ costs
4. Sales Force Promotion
__________________ given to ________________ and ________________ who successfully meet or exceed a _________________
Sales force promotions vary, but can include _________________ or _________________ such as _________________ awards or _________________ awards.
5. Trade Shows and conventions
Showcase a particular _________________________
Introduce ______________ products, encourage _______________ ______________of existing products & meet customers
DEFINE CONSUMER PROMOTIONS
Sales __________________ that encourage customers and prospects to ___________ a product or service
Consumer promotions support ___________________________, ______________________ selling and _____________________________ efforts
TYPES OF CONSUMER PROMOTIONS:
DEFINE & GIVE EXAMPLES
1. Coupons
Certificates that entitle customers to ______________________ on goods or services
Placed inside product ________________ or in ______________________ / magazines
2. Premiums
___________________________ given to consumers at a _____________ or for _________
Designed to _____________ ___________ by building product _________________ & __________ new _______________________
Fundamental concept behind premium marketing is that people will be more _______________________ to buy a product when they are _______________________ an added _______________ _____________ in exchange
Three types of premiums
← ______________________________________________
← ______________________________________________
← ______________________________________________
Drawback – customers think premiums are _______________________
Factory Packs, or in-packs, are __________ ______________ placed in product _______________________ or as a container _______________________
◦ Popular with _______________________ manufactures
Traffic Builders – _______________________premiums such as ___________, _______________________, pocket _______________________, and coffee mugs
◦ _______________________ or _______________________ event
Coupon Plans – _______________________ programs offering a variety of _______________________ in exchange for _______________________ or _______________________ obtained from a product
◦ Ex – Send 3 soup _______________________ in to manufacturer to receive a cookbook
3. Deals
Deals or ____________________ offer ________________________________________ that are marked directly on the ____________________ or _______________
4. Incentives
Are ______________________ earned and given away through _______________-games of ___________; ____________________-games of chance; and _________________.
Create customer _____________________ & __________________ sales
5. Product Samples
A __________________________ size of a product ___________ through the __________, distributed _____________, or given away retail___________________ and _______________ shows
6. Sponsorship
_______________ pays a ______________ for the right to promote ______________ and its ________________ or __________________ at or on a set location
Negotiate the right to use ______________________ and ______________ on retail products
7. Promotional Tie-Ins, Cross-Promotion, Cross-Selling
_________________________ and ____________________________ campaigns
Activities include ___________________ arrangements between one or more __________________ or ________________________
They product mutually beneficially results
8. Product Placement
A _________________ promotion that involves using a ________________ product in a ___________, television show, ____________________, or even in a __________________ for another product
9. Loyalty Marketing Programs
Also called ______________________ programs, ______________________, or ______________________ programs reward customers by offering incentives for ______________________ purchases
Also ______________________ programs,
Customer loyalty means that _____________ are so _____________ with a brand or retailer that they continue to ___________________ that brand or patronize that retailer
10. Online Loyalty Marketing
___________________ of loyalty marketing programs
Internet search engine _________________ point
11. Point-of-purchase displays
_________________ designed primarily by ____________________ to __________ and ___________ their ______________________
High ______________________ area and promote ______________________ purchases
______________________ – web based or display screens that customers can use to ______________________ with sales staff
[pic]
[pic]
................
................
In order to avoid copyright disputes, this page is only a partial summary.
To fulfill the demand for quickly locating and searching documents.
It is intelligent file search solution for home and business.
Related download
Related searches
- financial management concepts and principles
- philosophical concepts and ideas
- promotional mix and marketing mix
- concepts and theories in nursing
- organizational behavior concepts and theory
- psychological concepts and theories
- basic concepts and types of information systems
- computer concepts and application pdf
- psychological concepts and theories examples
- prosocial behavior concepts and terms
- basic math concepts and fundamentals
- system of concepts and beliefs