Transcript Promotions Notes

Promotion Strategy
Promotions
Form of communication used to:
 Inform
 Persuade
 Remind
Promotion Focus
 Institutional - use to create a favorable image of an
organization
 Product - convince customers to buy products
 Features – characteristics that describe
 Benefits – added value of feature
Forms of Promotion
 Personal Selling - getting a customer to purchase
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through personal communication
Public Relations - any activity designed to create a
favorable image toward a business
Publicity – News about your product
Guerilla Marketing – attracting attention through
some unusual activity
Advertising – any paid form of non-personal
communication with an identified sponsor
Sales Promotions - Short term incentives offered to
encourage buying
Visual Merchandising – layout of store
Visual Merchandise
 Layout of the store
 Displays
 Point of Purchase (POP) – where the item is
purchased
 Impulse items – items bought with little thought
Sales Promotions
Sales Promotions
 Short term incentives offered to encourage buying
Targeted at:
 Consumers
 Retailers
Trade Promotions
 Allowances given to retailers
Types:
 Slotting Allowances – incentive for specifically
placing on a shelf
 Buying Allowance – incentives for buying
 Sales Incentive – reward for selling product
Consumer Sales Promotions
1.
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Premiums – free/discounted items
Coupons/Sales – reduction in price
Factory Packs – free gifts inside
Traffic Builders – give away at special events
Incentives – contest s that give away big items
Product Samples – small trial packages
Sales Promotions Cont.
7. Promotional Tie-ins – arrangement made with
another company
–
happy meals
8. Product Placement – feature product on TV
9. Loyalty Marketing Program – multiple purchase
reward
Advertisements
ANY PAID FORM OF NON-PERSONAL COMMUNICATION
WITH AN IDENTIFIED SPONSOR
Advertising Media
 Print
 Radio
 Television
 Internet
viral – exponential growth of awareness through
word of mouth
Advertising Objectives
 Inform buyers
 Create demand
 Build goodwill
Characteristics of Good Ads
 Grab Attention
 Call to action
 Memorable
Memorable Ads
 Short
 Repetitive
 Utilize a feeling
 Humor
 Sadness
Creating Ads
Identify an objective
2. Create an attention getter
3. Create a Creative Theme
1.
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Creative Theme – overall topic or description of what is
happening
4. Make the ad memorable
5. Have a call to action
1.
Call to action – tell audience what to do
Print Ads
Key Elements of Print Ad
1. Headline
2. Copy
3. Illustration
4. Signature
4 Elements of Print Ad
Headline
1.
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Impactful phrase or
sentence that grabs the
target’s attention
Over 80% of people only
read the headline
2. Copy
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Selling message of the
ad – the details
How the product meets
the target’s needs
3. Illustration
Graphic element (photo,
drawing) that words
can’t describe
Attract & hold target’s
attention
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4. Signature
Identification symbol for
business
Logo & Slogan
“Call to Action”
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How products can be
purchased or where to
learn more
Headline Strategies
Give news about a
brand
1.

“25 of 40 Major Titles
won with Titleist golf
balls”
3. Grab Prospects

“Attention Senior class
members”
4. Give advice or
recommendation
2. Emphasize a brand

claim
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“30% more mileage on
Firestone tires”
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“Save up to 30% by
shopping at
Abercrombie this
weekend”
“Increase your reading
skills”
Headline Strategies (cont’d)
5. Stimulate curiosity
Pose a riddle or play on
words
Answer to riddle is in
the copy
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Headline: “According
to our engineers at
BMW, tailpipe water
can be quite delicious”
Copy: Explains how
their engine produces
zero emissions
6. Set a tone or
establish an
emotion/mood
Identify the brand
7.
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Main goal is to simply
identify the brand and
reinforce brand-name
recognition
Headline Writing Guidelines
1.
Limit headline to less
than 7 words
2.
Never change font size
or style within
headline
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Harder to read
Don’t write a headline
that completely
depends on copy
3.
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Over 80% don’t read
copy
Use Layman’s terms
4.
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Easy to understand,
non-technical terms
Copy
Copy
 Review:
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Selling message of the ad – the details
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How product meets the target’s needs
Copy Guidelines & Strategies
1.
Treat it like a
conversation with
reader
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Personable,
friendly
3. Appeal to the senses
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2. Simple and direct
Description of
how product can
help you
 Avoid unnecessary
details

Should feel, touch,
see, smell product
through words
Use adjectives or
verbs
4. Include the “need to
know”
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Who, what, when,
where, why, how to
purchase product
Copy Guidelines & Strategies
5. Use statistics
6. Add desire and
(when possible)
Facts are MORE
powerful than claims
Examples
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Case histories
Performance figures
Dates
Quotes from experts
urgency to product
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“Introducing”
“Improved”
“Save”
“Limited Supply”
“Special bonus offer”
Guidelines for Writing a Copy (cont’d)
7. Use short sentences and avoid commas
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Too many commas & long sentences distract the reader
8. Testimonial
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Quotes from an average consumer
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“All the stains came out in one wash”
Quotes from experts may be considered more factual
Illustration & Signature
PRINTS ADS
Purposes of an Illustration
1. Attract & hold attention of target market
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Can be used as the attention-getter
2. Makes the product or brand look heroic
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Think of an actor in the “spotlight”
3. Communicates product features & benefits
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What important feature(s) and/or customer benefit(s)
you’re trying to convey?
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Pick one or two to focus on
Illustration should convey this feature
Purposes of an Illustration (cont’d)
4. Create the appropriate mood or social
context for brand
Consider WHO you’re target market is
Entertainment? Luxurious? Sexual? Plain folk?
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Think of the advertising technique
5. Stimulate curiosity to read copy
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Just like a headline, the illustration can too
Illustration Components
Size & Layout
1.
How large?, where on the page?, is it the focal point?
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2. Colors
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Each color adds to cost
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Consider the print quality

Magazine, newspaper, direct mail, billboard?
3. Medium
 Photo
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When a sense of reality is necessary
Computer graphics (drawings)
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For something more visually abstract
Signature
 3 main parts
 Logo
 Slogan
 Contact information
Local business – address, telephone #, business hours
 Non-local – website address
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Signatures - Logo
 Graphic that identifies a company
 A good one gets instant recognition
Signatures - Slogans
 Mostly for product and brand recall
 Help identify brand or image
 A paradox - contradiction
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“The taste you love to hate”
Rhyme
Pun – two or more meanings
Play on words to mean something else
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“Let your fingers do the walking” (Yellow Pages)
Print Advertising Layout
PRINT ADS
Layout Tips
 What’s the focal point of the ad?
 FOCAL POINT: the center of interest; where reader’s eyes
are naturally drawn to first
 The illustration or the headline
 Make illustration big enough show product and grab
attention
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Usually 60-70% is a good attention getter
Layout Tips (cont’d)
 The Z layout (readers go from right to left)
 Attention getter at the top (headline or illustration)
 MOST important info near top
 Copy is below headline
 Signature typically near bottom
 Consider use of fonts
 Size - Headline must be larger than copy
 Style - Sets the mood
Sans Serif (headlines) vs. Serif (copy)
 Cursive – romantic
 Bubbles – cartoonish
 Don’t choose more than 2 styles – too hard to read
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Steps to Writing the Print Ad
PRINT ADS
Steps to Creating Print Ads
Choose a target market
1.
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Consider demographics, geographic, psychographics,
product benefits
2. Decide on the “creative concept”
3. Choose which product features or customer
benefits will be the focus
4. Decide on the advertising technique
5. Decide on the “focal point”
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Will it be an illustration? Headline?
6. Start creating the ad