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UNIT

UNIT. Promotion. ACTIVITY. Using note cards, describe your favorite Commercial WITHOUT indicating the product or service. Share your commercial with the class & see how many students: recognize the ad can identify the brand, & got the message. ACTIVITY. QUESTION:

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UNIT

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  1. UNIT Promotion

  2. ACTIVITY Using note cards, describe your favorite Commercial WITHOUT indicating the product or service. Share your commercial with the class & see how many students: recognize the ad can identify the brand, & got the message.

  3. ACTIVITY QUESTION: How did they do that?

  4. ASSIGNMENT • Read Chapter 28 • Do questions 6 - 10 in the text on page 380

  5. OBJECTIVE Be able to identify & describe “The Four P’s of Marketing.”

  6. The “Four P’s” of Marketing • Product Planning • Pricing • Promotion • Physical Distribution

  7. OBJECTIVE Be able to breakpromotion down into its six components. Define each component & provide examples

  8. Advertising Display (Visual Merchandising) Public Relations Publicity Personal Selling Sales Promotion PROMOTION

  9. ACTIVITY • With a partner, describe how “Coca - Cola” uses all six of these discussed components in its promotional campaigns: * ADVERTISING * PUBLICITY * DISPLAY * SELLING * PUBLIC RELATIONS * SALES PROMOTION

  10. OBJECTIVE Be able to define the phrase “Promotional Mix”

  11. Promotional Mix How a company allocates its limited resource called money to the different promotional tools

  12. OBJECTIVE Be able to identify two advantages & two disadvantages to each type of promotional method discussed in class

  13. ACTIVITY In a small group, identify the advantages & disadvantages of the promotional method given to your group.

  14. ACTIVITY In a small group, identify the advantages & disadvantages of the promotional method given to your group. See Handout for Results

  15. OBJECTIVE Using the communications model discussed in Level I, be able to identify the role business & consumers play when a company promotes a good or service.

  16. The Communications Model • The Sender • The Message • The Receiver • Feedback • Blocks • Distractions

  17. The Communications Model

  18. The Communications Model(ACTIVITY) • The Sender __________ • The Message __________ • The Receiver __________ • Feedback __________ • Blocks __________ • Distractions __________

  19. ASSIGNMENT • Read Chapter 29, pages 382 - 389. • Do any two of the “Critical Thinking” questions on page 390. • Do workbook pages 139 - 141

  20. Developing a Promotional Campaign

  21. PROJECT School Store Promoting the School Store

  22. STEP 1 1 ANSWER THE 6 BASIC QUESTIONS

  23. OBJECTIVE Be able to identify & answer the six basic questions reviewed at the start of any promotional campaign.

  24. ANALOGY If your were told to give a speech, what six basic questions would you want answered before you spoke?

  25. The Six Basic Questions • What should I promote? • Why should I promote? • To whom should I promote? • Where should I promote? • When should I promote? • How should I promote? • goals, budget, resource allocation, follow-up evaluation

  26. The Six Basic Questions • What should I promote? • Why should I promote? • To whom should I promote? • Where should I promote? • When should I promote? • How should I promote? • goals, budget, resource allocation, follow-up evaluation

  27. The Six Basic Questions • What should I promote? • Why should I promote? • To whom should I promote? • Where should I promote? • When should I promote? • How should I promote? • goals, budget, resource allocation, follow-up evaluation

  28. The Six Basic Questions • What should I promote? • Why should I promote? • To whom should I promote? • Where should I promote? • When should I promote? • How should I promote? • goals, budget, resource allocation, follow-up evaluation

  29. The Six Basic Questions • What should I promote? • Why should I promote? • To whom should I promote? • Where should I promote? • When should I promote? • How should I promote? • goals, budget, resource allocation, follow-up evaluation

  30. The Six Basic Questions • What should I promote? • Why should I promote? • To whom should I promote? • Where should I promote? • When should I promote? • How should I promote? • goals, budget, resource allocation, follow-up evaluation

  31. The Six Basic Questions • What should I promote? • Why should I promote? • To whom should I promote? • Where should I promote? • When should I promote? • How should I promote? • goals, budget, resource allocation, follow-up evaluation

  32. STEP 2 1 2 IDENTIFY WHY PEOPLE BUY

  33. OBJECTIVE Be able to define Buying Motives & provide examples when given different products/services & market segments

  34. Buying Motives The reasons why people buy products & services

  35. Buying Motives The reasons why people buy products & services. EMOTIONAL OR RATIONAL REASONS

  36. EMOTIONAL love friendship sympathy fear social approval pleasure comfort RATIONAL convenience efficiency durability dependability saving/making $$$ saving time investments Buying Motives

  37. STEP 3 1 2 3 Distinguish Between Product & Institutional Promotions

  38. OBJECTIVE Be able to identify examples of the different types of promotional campaigns presented

  39. The School Store(PROMOTIONAL CAMPAIGN) Institutional Product/Service Event Ideas School Store

  40. STEP 4 1 2 3 4 Identify a Theme, Slogan, Brand, and/or Trademark

  41. OBJECTIVE Be Able to Define the Terms: Theme Slogan Brand Trademark

  42. DEFINITIONS • Theme • Central Idea or Idea of a Promotional Campaign • Slogan • Catchy, Easy to Remember Phrase Summarizing a Theme

  43. DEFINITIONS • Brand • Name Given to a Line of Goods • Trademark • A Picture or Symbol Identifying Your Product or Company

  44. STEP 5 1 2 3 4 5 Conduct a Marketing Research Project

  45. OBJECTIVE Be Able to Define Marketing Research & the Questions it Can Answer For Your Company

  46. Marketing Research • Gathering Information About the Consumers Most Likely to Buy My Product/Service • Who are my customers? • Where can I reach them? • When can I reach them?

  47. Marketing ResearchImportant Concepts • Market Segmentation • Dividing “The Market” into smaller, easier to reach, easier to satisfy groups based on their . . . • Demographics • The defining characteristics of people that can used to divide large groups into smaller groups

  48. Demographics • Age • Sex • Geographic Location • Incomes • Occupations • Family Size • Interests & Hobbies

  49. Demographics • Religion • Ethnic Background • Race • Wealth • Body Types • Education • Etc. Etc. Etc.

  50. EXAMPLE(AGE) • Freshman • Sophomore • Junior • Seniors

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