Transcript Advertising and Promotion File

Advertising and
Sales Promotion
Unit 2, Lesson 2
Advertising and
The Marketing
Mix
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Ad Comparison
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Terms
 Market
– All people who have the ability
to purchase a given product.
 Consumer Market – Consumers who
purchase goods and services for personal
use.
 Industrial Market – Business-to-business
market including all businesses that buy
products for use in their operations.
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Terms

Market Share – A company’s percentage of
the total sales volume generated by all
companies that compete in a given market.
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Terms
 Target
Market – A group that is identified
for a specific marketing program or
product.
 Customer Profile – Lists information about
the target market, such as age, income,
and occupation.
 Market Segmentation – The process of
classifying customer by needs and wants.
 Mass Marketing – Involves using a single
marketing strategy to reach all customers.
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The Marketing Mix Includes four basic
marketing strategies called the “Four P’s”
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Product
 Product
decisions begin with what
products to sell.
 Much research goes into product design.
 Product decisions include the name and
advertising slogan or “tag line”.
 Every detail of the product is considered
maximize its appeal to the target market.
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Price
 Price
is what is exchanged for a product.
 Price strategies should reflect what
customer are will and able to pay.
 Companies must consider retail pricing,
discounted pricing, credit terms, and
competitor ‘s prices
 Promotional pricing
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Place
 Companies
must effectively get the
product into the customers’ hands.
 Advertisers must research how to position
the product for the consumer.
 Place strategies determine how and
where a product will be distributed.
 Companies must consider how to
distribute the product and what inventory
levels should be.
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Promotion
 Promotional
strategies deal with how
products will be marketed and advertised
to consumers.
 There are four key factors:
 Advertising
 Selling
 Sales promotion
 Publicity
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Advertising Trends and
Technology
 What
are the current advertising trends?
 How
has technology affected
advertising?
 What
does advertising hold for the future?
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