Chapter 17 Notes – Promotional Concepts and Strategies



Promotion - any __________that helps in the exposure or sale of a product (one of the ______ )AIDA - (Goals of promotional activities) first attract _______, then build ________ and _______, and finally ask for ________Product promotion - promotional method used by ______________ to convince prospects to select their goods or services instead of a competitor's brandsInstitutional promotion - promotional method used to create a __________ __________ for a businessPromotional Mix - the cost-effective combination of 5 basic categories used to reach company goals.1. Personal Selling2. _____________3. Direct Marketing4. Sales Promotion5. ________________________________ - sales reps generate and maintain direct contact with prospects and customers (usually most ____________ form of promotion)Advertising - form of ________________promotion in which companies pay to promote ideas, goods, or servicesDirect Marketing - type of promotion that companies use to address individuals __________ and not through a third party medium (TV, radio,)Contacted through ___________________________________Social Media - electronic media that allows people with _____________________ to participate in a social network (Facebook, ____________)Sales Promotion - represents ___________________ activities other than the other 4 parts of the promotional mix (coupons, _________________, competitions, etc.)Public Relations (___) - activities that help an organization to influence a target market; influence general opinion and create a favorable ______________news release - __________________t sent to the appropriate media__________ - involves bring news to the public's attention (known as placement)Advantages of PR - _______; Viewed as more objective (more credible)Disadvantages of PR - Content ___________________ by the business that issues it; may be negative publicityConcept of Promotional MixMost businesses use ________________________ promotional strategyBusinesses use a cost effective ______of promotional strategiesSteps to developing a promotional mix1. ____________________________2. Establish objectives3. Design promotional message4. Select promotional activities5. Allocate budget amounts6. ____________________________Push Policy - manufacturer pushes the product through the distribution channel to the ____________ Goal - attempt to convince retailer to stock the products being promotedPull Policy - directs promotional activities toward _______________Goal - entice the consumer into the store to buy the productSales Promotions________________ that encourage customers to buy products or servicesTrade Promotions - sales promotion activities designed to get support for a product from _____________________, wholesalers, and retailers. ______________Allowances - ______ payments or discounts given by manufacturers to wholesalers or retailers (discount for large purchase)Cooperative Advertising - manufacturer ________________ with cost of advertisingSlotting Allowance - cash paid by manufacturer to help the retailer cover the costs of placing the manufacturer's product on the ___________(range few thousand $ - millions of $)Sales Force Promotions - __________ given to dealers and employees who successfully meet or exceed a sales quotaTrade Shows and Conventions - ______________ products (Consumer Electronics Show in Las Vegas)______________ Promotions - sale strategies that encourage customers to buy a product or serviceCoupons - certificates that entitle customers to ___________________ on goods or services______________- low cost items given to consumers at a discount or for free; designed to increase sales by building loyalty and attracting new customersDeals - ______________ price reductions marked directly on the label or package_____________ - products, awards, or gift cards earned and given away through contests, sweepstakes, special offers, and rebatesContest - ___________________ that require the participant to demonstrate a ________Sweepstakes - games of ___________Product Samples - ________trial size of a productSponsorship - the right to use _____________________ on retail products to enhance corporate imagePromotional tie-ins (cross promotion) - activities that involve sales promotions between _______________ retailers and manufacturersLoyalty marketing programs - offering incentives for _______________________Point-of-Purchase displays - designed by manufacturers to ___________________ product (promote impulse purchases)Kiosks - P-O-P displays that are stand-alone ____________ (example: )_______________________ - a consumer promotion that involves the verbal mention or appearance of a brand-name product in a movie, TV series, or sporting event ................
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