Transcript SEM6.2Intro to Promotionx

PROMOTION
Written by: Krystin Glover
Georgia CTAE Resource Network 2010
1
Promotion
Communication by marketers
that informs, persuades, and
reminds potential buyers of a
product in order to influence an
opinion or elicit a response.
2
Promotional Mix
Combination of promotion tools
used to reach the target market
and fulfill
Advertising
the organization’s
Public Relations
overall goals.
Sales Promotion
Personal Selling
Word-of-Mouth
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Advertising
Impersonal, one-way
mass communication
about a product or organization
that is
paid for by a marketer.
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Advertising Media
Traditional
Advertising Media







Television
Radio
Newspapers
Magazines
Books
Direct mail
Billboards
Electronic
Advertising Media
 Internet
 Electronic mail
 Interactive video
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Advertising
Advantages

Reach large number
of people

Low cost per
contact
Disadvantages

Total cost is high
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Public Relations
Public information about a
company, good, or service
appearing in the mass media as a
news item, which is free to the
company.
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Public Relations
Advantages



Publicity is free;
advertising is not
Can be used to create a
positive image within
the community
Viewed as being more
credible or believable
than advertising
Disadvantages

Give up much of your
control of your
message

Not all publicity is
positive
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Sales Promotion
Free samples
Contests
Trade Shows
Popular Tools
for
Consumer Sales
Promotion
Vacation Giveaways
Coupons
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Sales Promotion
Advantages

Unique and has special
appeal to a potential
customer
Disadvantages



Helps build customer
loyalty
Difficult to end without
the customers becoming
dissatisfied
Store image and sales
can suffer if the
promotion is not
properly planned and
managed
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Personal Selling
Planned presentation to
one or more prospective buyers
for the purpose
of making a sale.
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Personal Selling
Advantages

Person contact with
customer

Can track success
Disadvantages

On a per contact
basis, personal
selling is the most
expensive form of
promotion
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Characteristics of Advertising
Advertising
Communication Mode
Indirect and non-personal
Communication Control
Low
Feedback Amount
Little
Feedback Speed
Delayed
Message Flow Direction
One-way
Message Content Control
Yes
Sponsor Identification
Yes
Reaching Large Audience
Message Flexibility
Fast
Same message to all audiences
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Characteristics of Public Relations
Public Relations
Communication Mode
Communication Control
Feedback Amount
Usually indirect, non-personal
Moderate to low
Little
Feedback Speed
Delayed
Message Flow Direction
One-way
Message Content Control
No
Sponsor Identification
No
Reaching Large Audience
Message Flexibility
Usually fast
Usually no direct control
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Characteristics of Sales promotion
Sales Promotion
Communication Mode
Communication Control
Feedback Amount
Feedback Speed
Message Flow Direction
Usually indirect and non-personal
Moderate to low
Little to moderate
Varies
Mostly one-way
Message Content Control
Yes
Sponsor Identification
Yes
Reaching Large Audience
Message Flexibility
Fast
Same message to varied target
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Characteristics of Personal Selling
Personal Selling
Communication Mode
Direct and face-to-face
Communication Control
High
Feedback Amount
Much
Feedback Speed
Message Flow Direction
Immediate
Two-way
Message Content Control
Yes
Sponsor Identification
Yes
Reaching Large Audience
Message Flexibility
Slow
Tailored to prospect
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Goals and Tasks of Promotion
Informing
Reminding
Target
Audience
Persuading
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