PROMOTIONAL CONCEPTS AND STRATEGIES



PROMOTIONAL CONCEPTS AND STRATEGIES

CHAPTER 17

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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

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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 _____________

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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 _________________)

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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

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