Warm-Up What is your favourite promotion? What is your favourite Advertisement on TV right now? Why...
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![Page 1: Warm-Up What is your favourite promotion? What is your favourite Advertisement on TV right now? Why do you like it?](https://reader035.fdocuments.in/reader035/viewer/2022062322/5697c00a1a28abf838cc7c3e/html5/thumbnails/1.jpg)
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Warm-Up
• What is your favourite promotion?
• What is your favourite Advertisement on TV right now? Why do you like it?
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Promotion Topics:
Advertising
– Goals of Ads– Selecting the Appeal– Types of Media
Sales Promotion– Contests & Sweepstakes
– Refunds & Rebates
– Coupons
– Premiums & Self-Liquidators
– Samples
– Special Sales
– Point of Purchase / Sale (POP/S)
– ADD: Co-promotion
![Page 4: Warm-Up What is your favourite promotion? What is your favourite Advertisement on TV right now? Why do you like it?](https://reader035.fdocuments.in/reader035/viewer/2022062322/5697c00a1a28abf838cc7c3e/html5/thumbnails/4.jpg)
Advertising Goals
Goals of Advertising:
1. Brand Awareness & Positioning
2. Brand Trial
3. Brand Preference
4. Brand Reminder
5. Brand Repositioning
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Advertising Appeal
Appealing to consumers using one of the four motivational areas:
1.Biological – need for health and securityExamples: Health foods, home security,
pharmaceutical brands, automobiles
Doesn’t work for: Airlines, toxic household cleaners
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Advertising Appeal
Four motivational areas:
1. Biological
2. Emotional – focus on consumer’s feelings; love for children, feelings of romance or pride
Examples: Downey fabric softener, Perfume, Canadian Armed Forces
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Advertising Appeal
Four motivational areas:
1. Biological
2. Emotional
3. Rational – Consumer reasoning; stresses convenience, cost savings, warranties, logical reason to buy
Examples: Honda for mileage, Minute Rice, Guaranteed Trials
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Advertising Appeal
Four motivational areas:1. Biological 2. Emotional3. Rational 4. Social – focus on social pressures
influencing consumer behaviour, including body shape, appropriate behaviour, social acceptance.
Examples: Acne face wash, Axe deodorant
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Group Activity
• On the given sheet of paper, list 5 ads in the source you were provided
• For each ad, name:– Advertising Goal– Advertising Appeal / Motivation– Explanation for why
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Brainstorm: Types of Media
Magazines Newspaper Television
Radio Out-of-HomeDirect-to-
Home
Internet Specialty
1 2 3
4 5 6
7 8
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Types of Media
1. Magazines
Opportunity to link with specific audience / interests.Several readers – passed on form of media.
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Types of Media
1. Magazines
2. Newspapers
Geographic flexibility for specific cities.Link ads to relevant content / sections of the paper.
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Types of Media
1. Magazines
2. Newspapers
3. Television
Expensive but capable to broadcast nationally to many
viewers.Dynamic and changing media with rise of PVRs and internet viewing.
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Types of Media
1. Magazines
2. Newspapers
3. Television
4. RadioGeographic flexibility for specific cities or regions.Link ads to relevant stations for your target or day
parts.
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Types of Media1. Magazines
2. Newspapers
3. Television
4. Radio
5. Out-of-Home
Difficult to ‘break through’, Not targeted (except washroom
stalls). Must be very brief,mostly visual.
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Types of Media
1. Magazines
2. Newspapers
3. Television
4. Radio
5. Out-of-Home
6. Direct-to-Home
Geographic targeting. Relatively cheaper than TV or Radio.
Not “durable”, often thrown away or discarded.
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Types of Media
1. Magazines
2. Newspapers
3. Television
4. Radio
5. Out-of-Home
6. Direct-to-Home
7. Internet
Source: www2.sims.berkeley.edu/.../internet.htm
Websites, banner ads & email advertising.
Permission-based email is when consumers have given their address to the company.
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Types of Media
1. Magazines
2. Newspapers
3. Television
4. Radio
5. Out-of-Home
6. Direct-to-Home
7. Internet
8. Specialty
Also known as premium & incentive marketing. Company
logo/message is put on merchandise, then given away.
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Promotion Topics:
Advertising
– Goals of Ads– Selecting the Appeal– Types of Media
Sales Promotion– Contests & Sweepstakes
– Refunds & Rebates
– Coupons
– Premiums & Self-Liquidators
– Samples
– Special Sales
– Point of Purchase / Sale (POP/S)
– ADD: Co-promotion
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Reasons for Promotion
Why do you think businesses use Sales Promotion?
• Build traffic in store• Create extra interest in product• Increase sales during down-period or heavy competition
• Motivate staff• Introduce new product, generate trial
• Stock clearance
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Contests & Sweepstakes
• Award prize to select participant
• Can be used with other aspects of promotion
• Incentive to provide information
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Refunds & Rebates
• Great for data collection because consumers supply information
• Low redemption rates = lower cost than straight discounts
• Common with electronics, i.e. Best Buy
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Coupons
• Entitles you to a reduction in price of product or service
• Obtained from internet, mail, print ads, store register, other locations in store
• Redemption rate = % of coupons used – Measures effectiveness of
promotion– Avg redemption for direct mail
~3.5% vs. in-store ~6.5%
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Premiums & Self-Liquidators
• Allow consumers to get something by purchasing something else– Premium = free product/service, often
called “Gift with Purchase”– Self-Liquidator = product or service at
substantially reduced price
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Samples
• One of the most effective, yet most expensive promotional activities is sampling
• Instant trial• Good example execution of
samples with displayed product for purchase is Costco
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Special Sales
• Special events:– Introduce new product /
service– Clear out old stock– Generate store traffic– To be competitive
during seasonal events (i.e. NOW!)
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Point of Sale (POS)
• Special racks, cases, shelves and temporary displays all called POP or POS
• Displays set up in store or right at cash
• Increase “impulse” purchases
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Co-Promotions
• Companies partner to raise awareness and reach of each respective brand
• Classic examples: movies, hot new products, sports teams, charity/cause marketing
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THANK YOU!
• Next Class:– New Project on PROMOTIONS
• In pairs, bring in 3 promotions that are currently in the market (if on-line, bring print out)
• Assignment questions will be provided tomorrow, along with in-class time to work on them
• IF you forget your promotions, some will be assigned to you… but don’t forget, it’s easier to do a project on something that INTERESTS YOU.