Transcript Sales Promotion The object of a sales promotion or special event is

PRINCIPLES OF BUSINESS MARKETING
LESSON 5.4 ADVERTISING - PROMOTION AND
SPECIAL EVENTS
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VOCABULARY TERMS
Promotion- any form of communication a business uses to
inform, persuade, or remind people about its products, or to
enhance its image.
Promotional Mix- any combination of the four components of
promotion: sales promotion, public relations and publicity,
advertising or personal selling.
Product Promotion- businesses use this type of promotion to
convince people to buy their products over a competitor.
Direct Marketing- a type of advertising directed to a targeted
group of prospects and customers rather than to a mass
audience.
Sales Promotion- represents all marketing activities used to
stimulate purchasing and sales.
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VOCABULARY TERMS
Public Relations- activities or campaigns by an
organization to try and create a favorable image for
their company and its products.
News Release- an announcement that is sent to the
appropriate media outlets.
Publicity- involves bringing news or newsworthy
information about an organization to the public’s
attention.
Coupons- certificates that entitle consumers to cash
discounts on goods or services.
Premiums- low cost items given to consumers at a
discount or for free.
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PROMOTIONAL MIX
Personal
Selling
Advertising
Direct
Marketing
Sales
Promotion
Public
Relations
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PERSONAL SELLING
• Personal selling requires a
company to have sales people
or representatives who
generate direct contact with
potential and existing
customers.
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ADVERTISING
• Advertising is a paid form of
promotion. Companies pay to
promote products, ideas, and
services in a variety of media
outlets.
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DIRECT MARKETING
• Direct Marketing is directed to a
targeted group of potential and
existing customers rather than a
mass audience.
• The two forms of direct marketing
are: printed direct mail (post
office) and electronic mail (e-mail)
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SALES PROMOTION
• The object of a sales promotion or
special event is to increase sales,
inform potential customers about
new products and create a positive
business or corporate image.
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PUBLIC RELATIONS
•
Public relations plays a key role in
creating a positive image for a
company. One goal in public relations
in to cultivate media relations with
reporters who cover a specific
industry.
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To increase sales when doing promotions or
special events a company must:
• Know the message they are trying to convey to the consumer
• Plan accordingly and pay attention to detail
• Use every element of the promotional mix to the best
advantage of the company
• Evaluate results
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