Unit 4.04 Plan Promotion

1. Unit 4.04 Plan Promotion Unit 4 – marketing

2. promotion Any form of communication used to inform, persuade, or remind • It’s everywhere! • Influences knowledge, beliefs, and actions about products, services or ideas

3. Effective Communication The exchange of information so there is common understanding by all participants

4. Effective Communication • Communication gone wrong What do you see? What do you hear?

5. Communicating through promotion • Tailor Promotional messages • Target Market • Studying Needs & Wants • Early messages • Get attention • Give simple information • Later messages • Compare the product to competing brands • Highlight advantages • After purchase messages • Provide reinforcement of their decision • Offer after-sale services

6. Types of promotion • Personalized Promotion – communicates directly with each customer using information tailored to that person • Example: Personal Selling • Mass Promotion – communicates with many people at the same time with a common message • Examples: TV, radio, direct mail, Internet, Billboards, etc.

7. Personalized promotion • Most effective form of marketing communication • Most expensive • Personal Selling • Direct, individualized communication with prospective customers to assess their needs and assist them in satisfying those needs with appropriate products and services • Usually done face-to-face with each customer • Often used for complex and expensive products and services • May require several contacts b/w the salesperson and the customer to complete the sale

8. Mass production • Directed to many people at the same time • Not as individualized/specific as personalized promotion • Much less expensive • Advertising – any paid form of communication through mass media directed at identified consumers to provide information and influence their actions • Designed to attract attention and focus consumer on a small amount of specific information • Typically do not result in an immediate sale

9. Mass production • Publicity – non-paid promotional communication presented by the media rather than by the business • Public Relations – an ongoing program of non-paid and paid communications • Favorably influences public opinion • Sales Promotion – activities and materialsdesigned to reinforce a company’s brand and image • Direct incentive to take an action • Contests, games, give-aways, etc.

10. merchandising A set of promotional activities designed to generate sales in the retail setting • Visual Merchandising – uses visual signals to communicate in a retail setting • Example: shelf labels, signs, displays at point-of-sale • Could replace a salesperson for information