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Promotions. ?. What is. Explain the role of promotion in Marketing. Vocabulary. Promotion Product Promotion Institutional Promotion Advertising Publicity. Imagine You Need New Tires. No Sales No promotions No Advertising No Salespeople No Displays.

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  1. Promotions ? What is

  2. Explain the role of promotion in Marketing

  3. Vocabulary • Promotion • Product Promotion • Institutional Promotion • Advertising • Publicity

  4. Imagine You Need New Tires • No Sales • No promotions • No Advertising • No Salespeople • No Displays What factors would influence your buying decision? What limitations might you encounter in making this decision?

  5. What is Promotion? • How do you find out about. . • New Movies? • Latest Fashion Trends? • New Car Models? • Good things and Organization does for a community?

  6. Marketing Mix PRICE PRODUCT Promotion is one of the four elements of the marketing mix (product, price, promotion, place.) It is the communication link between sellers and buyers for the purpose of influencing,informing, or persuadinga potential buyer's purchasing decision TARGET MARKET PROMOTION PLACE

  7. Promotion is persuasive Communication • Companies rely on promotion to inform people about their products and services.

  8. A business uses product promotion to convince perspective customers to select its products or servicesinstead of a competitor’s brands. Major Features & Benefits Especially in relation to competitors Where your products are sold Advertise sales on products Answer customer questions Introduce new products Product Promotion

  9. Promotion is persuasive Communication • Print Advertisement (Newspapers, magazines, flyers, coupons, Internet) • Television/Radio • Salesperson gives you information • Sampling • Rebates • Sweepstakes • Store Displays • Social Media

  10. Promotion is persuasive Communication • Companies also use promotional techniques to enhance their public image and reputation and persuade people that their products are valuable.

  11. Promotion is persuasive Communication • Organizations such as nonprofits rely on promotional activities to educate the public about an issue or trend or to advocate for change in a law or policy.

  12. Check for Understanding Which of the following is NOT a role of promotion? A. Inform B. Persuade C. Argue D. Enhance Public Image E. Educate

  13. Promotion is persuasive Communication Transit promotion is advertisement on transportation vehicles such as cars, trucks, buses, taxicabs, subways, commuter trains, rapid transit trains, and ferries, as well as in transportation vehicle terminals.

  14. Promotion is persuasive Communication Billboards reach93% of all Americans. Television commercials (which ranks #1) reach 94% of all Americans. Billboards send people subliminal messages. With this in mind, it is possible for someone to think they viewed a commercial on TV when they really viewed a billboard advertisement!

  15. Billboards are viewed24 hours a day 7 days a week by thousands of different people in your specific locale.

  16. Outdoor advertising costs 80% less than television advertising, 60% less than newspaper ads, and 50% less than radio advertisements.

  17. Studies show that people glance at 70% of the billboards they pass. Of these billboards. 63% are actually read. Most other types of media cannot compare to this.

  18. Advertising on a gas pump or building. Moving billboard.

  19. Advertising on the back of an airplane seat.

  20. Advertising on the bathroom wall and stall door.

  21. Any more unusual places you’ve seen advertising?

  22. Why are some advertisements more memorable than others? • Give examples of advertisements you have seen that: • Inform • Persuade • Educate • Improve Public Image • Can an advertisement accomplish more than one of the above tasks in the same advertisement?

  23. Promotion Entertains Promotions are also designed to entertain consumers to “grab” their attention. • Humor

  24. Institutional Promotion • Used to create a favorable image for a business, help it advocate for change, or take a stand on trade or community issues. • Businesses maintain Web sites to provide news, product and general information, and to answer questions. • www.ftc.gov • Institutional promotions do not directly sell a product or service, these activities do foster a favorable image for the company, which in turn may help sales efforts.

  25. Institutional Promotion

  26. Check for Understanding • True • False Institutional Promotions attempt to sell a product or service.

  27. Promotion Benefits Our Economy • Billions of dollars are spent each year on promotions • Millions of people are employed in promotion related work.

  28. Types of Promotion • Advertising • Publicity • Sales Promotion • Personal Selling Makes up the promotional mix.

  29. Marketing MixPromotion is one of the four elements of the marketing mix (product, price, promotion, place.) It is the communication link between sellers and buyers for the purpose of influencing, informing, or persuading a potential buyer's purchasing decision. PRICE PRODUCT TARGET MARKET PLACE PROMOTION Advertising Publicity Sales Promotion Personal Selling

  30. Types of Promotion in the Promotional Mix • Through advertising,public relations, and sales promotion, companies communicate with customers in ways other than direct contact. • Personal selling, on the other hand, requires direct personal contact with the customer.

  31. Promotional Mix

  32. Advertising • Paid form of nonpersonal promotion. • Companies pay to promote ideas, goods, or services in a variety of media outlets. • Magazines • Newspapers • Television • Web Sites • Gymnasiums • City Buses • Identifies the sponsor of the message.

  33. Advertising Advantages • Reaches a large number of people • Advertising costs per potential customer are lower than other forms of promotion • Businesses can choose the most appropriate media to reach their target market • Billboards • Newspapers • Radio • Television • Transit • Social Media

  34. Advertising Advantages • Businesses can control the content of an advertisement, adapt it to the medium and method of presentation • Advertisements are subject to repeat viewing • Keeps the advertisers message • in people’s minds • Advertisements can pre-sell products • Influence people to make up their minds about a purchase before they shop.

  35. Check for Understanding An advantage of advertising is that you have control over the advertisements message, media and presentation. • True • False

  36. Advertising Disadvantages • Cannot focus well on individual needs • Message is the same for all customers • Some forms of advertising is too expensive • Television • Advertising can be wasteful and inefficient • People reading the magazine or watching the TV program may not be potential customers

  37. Advertising Disadvantages • Advertisements must be brief because of the cost involved and need to attract and hold attention of potential customers. • Few words on billboard or in magazine ad - too brief to inform in depth

  38. Check for Understanding • Can waste money if the right media isn’t used to reach the right target market. • Keeps the advertising message in the consumers mind • Can pre-sell products that you haven’t produced • Translates perfectly in other languages A disadvantage of advertising is:

  39. Describe the characteristics of Advertising and Publicity

  40. Target believed the word "Orina" to mean "peace" or "peaceful" in Russian, about a week ago they found out that it actually means "urine" in Spanish. The company is now in the process of relabeling all of the $19-$22.99 shoes that are still on their shelves.

  41. Advertising Translations fail in other Countries Examples of what happens when marketing translations fail to reach a foreign country in an understandable way. Coors put its slogan, "Turn it loose," into Spanish, where it was read as "Suffer from diarrhea." Clairol introduced the "Mist Stick," a curling iron, into German only to find out that "mist" is slang for manure. Not too many people had use for the "manure stick". Scandinavian vacuum manufacturer Electrolux used the following in an American campaign: Nothing sucks like an Electrolux.

  42. Advertising Translations fail in other Countries The American slogan for Salem cigarettes, "Salem-Feeling Free", was translated into the Japanese market as "When smoking Salem, you will feel so refreshed that your mind seems to be free and empty." When Gerber started selling baby food in Africa, they used the same packaging as in the US, with the beautiful baby on the label. Later they learned that in Africa, companies routinely put pictures on the label of what's inside, since most people can't read English.An American T-shirt maker in Miami printed shirts for the Spanish market which promoted the Pope's visit. Instead of "I saw the Pope" (el Papa), the shirts read "I saw the potato" (la papa).

  43. Advertising Translations fail in other Countries In Italy, a campaign for Schweppes Tonic Water translated the name into "Schweppes Toilet Water."Pepsi's "Come alive with the Pepsi Generation" translated into "Pepsi brings your ancestors back from the grave," in Chinese. When Parker Pen marketed a ballpoint pen in Mexico, its ads were supposed to say "It won't leak in your pocket and embarrass you." However, the company mistakenly thought the spanish word "embarazar" meant embarrass. Instead the ads said that "It wont leak in your pocket and make you pregnant."

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