Promotion Marketing Final1
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It’s ALL around you
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PROMOTION
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Letting people know about goods and services in a positive way that will make them want to buy.
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So consumers will know which products to buy.
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How to use the productWhere the product is availableThe quality of the productOther important information :
PriceMaterials or Ingredients
Warnings or HazardsSizes, Colors, Styles
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Sender
Receiver MessageFeedback
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It helps the sender know if the message gotthrough.
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AttendancePeople show up to an event
Concerts, Rodeos, Special Events, etc.Contributions
People donate to a cause that they believe inMarch of Dimes, Sub for Santa, American
Heart Assoc.Fund Raisers, etc.
PurchasesPeople buy the good or service
Stores, Catalogs, Internet, etc.
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Inform
Tell the consumer about the product
Recipes that use their productsWarranties and Money Back GuaranteesSpecial Ingredients
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PersuadeCompanies change their products hoping newcustomers will buy
Use appealing labelsChange the packaging
Power Words New and ImprovedDeliciousFor a limited time only
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A promotion mix is a company’s total marketingcommunications program and it consists of aspecific blend of:
AdvertisingSales PromotionsPublic RelationsDirect MarketingWord of mouth
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Word-of-Mouth: Passing of information by verbal means,especially recommendations. In an informal, person-to-
person manner, rather than by media or advertising
AdvertisingAdvertising costs the company $$ to promote their
productRadio, TV, Newspaper, Magazines, Billboards, etc.
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Sales PromotionWays that entice customers to visit the store or buythe product
Coupons, Contests, Rebates, Free Samples,
Window Displays, etc.Direct Marketing
company directly interacts with the customer catalog, e-marketing, telemarketing, m-marketing
PublicityCompany gets recognition for doing good things
Sponsoring events, donating to a cause/charity,
community service, etc.
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Advertising
Personal
SellingSales
PromotionPublic
Relations
DirectMarketing
Reach Many Buyers, RepeatMessage Many Times, Impersonal,
ExpensivePersonal Interaction, RelationshipBuilding, Most Expensive Promo
ToolWide Assortment of Tools,
Rewards Quick Response, EffortsShort-Lived
Very Believable, Dramatize a
Company or Product,Underutilized
Nonpublic, Immediate,Customized, Interactive
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Advertising is any paid form of non personal presentation and promotion of ideas, goods, or services by an identified sponsor
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Informative advertising is used to informconsumers about a new product or feature to build
primary demand
Persuasive advertising is used as competitionincreases and a company’s objective becomes building selective demand Reminder advertising is used for mature
products since it keeps consumers thinking aboutthe product
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General factors to consider:
Strategic versus Tactical Budgets Overall Promotional Budget Consistency Opportunities to Stretch the Budget
The Final Budget
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Message Generation
Message Evaluation and Selection
Message Execution
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Deciding on Reach, Frequency, and Impact
Choosing Among Major Media Types
Selecting Specific Media Vehicles
Deciding on Media Timing
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Point-of-PurchaseDisplays
Premiums
Price PacksCash Refunds
Coupons
Samples
Short-Term Incentives to Encourage Purchase or Sales of a Product or Service .
Consumer-PromotionObjectives
Consumer-Promotion Tools
Games
Contests
Advertising
Specialties
Entice Consumers toTry a New Product
Lure Customers AwayFrom Competitors’ ProductsGet Consumers to “Load Up’
on a Mature ProductHold & Reward Loyal
CustomersConsumer Relationship
Building
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TRADE PROMOTION TOOLS
Contests
Free Goods
Allowances
Price-Offs
.Trade-Promotion
ObjectivesTrade-Promotion
Tools
Discounts
Persuade Retailers or Wholesalers to Carry a Brand
Give a Brand Shelf Space
Promote a Brand inAdvertising
Push a Brand to Consumers
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A public is any group that has an actual or potentialinterest in or impact on a company’s ability to achieve itsobjectives.
Pubic relation involves a variety of programmesdesigned to promote or protect a company’s image or itsindividual products.Companies are turning to PR for corporate or product
promotion and image making.
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SpecialEvents
WrittenMaterials
CorporateIdentityMaterials Speeches
News
AudiovisualMaterials
MAJOR PUBLIC RELATIONS TOOLS
PublicServiceActivities
Web Site