Transcript Product placement – (Example)

Unit 6 - Promotion
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How do we as customers learn about new
products?
What role does advertising play?
What role does word of mouth play?
What other ways to we learn about new
products and services?
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Name a new product or service you have
become aware of and how you heard about it
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Promotion
 Persuasive communication.
 Companies rely on promotion to inform people
about their products and services
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Product Promotion
 Used to convince prospects to select its products
or services instead of a competitor’s brands
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Institutional promotion
 Used to create a favorable image for a business,
help it advocate for change, or take a stand on
trade or community issues.
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1. Personal selling
2. Advertising
3. Direct marketing
4. Sales promotion
5. Public relations
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Personal selling requires that a company
employ sales representatives who generate
and maintain direct contact with prospects
and customers.
It is one of the costliest forms of promotion
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Advertising is a form of non personal
promotion.
Companies pay to promote ideas, goods, or
services in a variety of media outlets.
Advertising can be found everywhere
 What are some examples?
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Direct Marketing is a type of advertising
directed to a targeted group of prospects and
customers rather than to a mass audience.
The goal is to generate sales or leads
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Sales promotion represents all marketing
activities – other than personal selling,
advertising, and public relations
The objective is to increase sales, inform
potential customers about new products, and
create a positive business image
 Examples: Coupons, Product Samples
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Enable an organization to influence a target
audience.
Create a favorable image for the company
One way is through a new release
 A news release is an announcement that is sent to
the appropriate media outlets
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Publicity
 One tactic that public relations professionals use.
 Involves bringing news or newsworthy
information about an organization to the public’s
attention.
 The process is known as placement
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A combination of strategies and a costeffective allocation of resources.
Most businesses use more than one type of
promotion to achieve their promotional
goals.
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Sales Promotions
 Incentives that encourage customers to buy
products or services.
 Sales promotions can be used to encourage
customers to try a new product, build awareness,
increase purchase by current customers, or
reward loyalty.
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Sales promotion activities designed to get
support for a product from manufactures,
wholesalers, and retailers.
More money is spent promoting to
businesses rather than customers.
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Sales strategies that encourage customers to
buy a product or service.
Things like
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Coupons
Premium deals
Incentives
Product samples
Sponsorship
Product placement – (Example)
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Coupons
 Entitle customers to cash discounts on goods or
services
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Premiums
 Are low-cost items given to consumers at a
discount or for free.
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Incentives
 Higher-priced products earned and given away
through contests, sweepstakes, and rebates.
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Cooperative Advertising
 Advertising paid for by both the national (brand
name) and the local advertiser.
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Slotting Allowances
 Fees paid by a manufacturer to a retailer for the
retailer's shelf space
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Sales Force Promotions
 Using a sales team at a event to promote and sell
products
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Page 377 #20 – 24
Page 378 #29
Role Play Page 379 (Yellow Box)