Transcript Promotion

Promotion, Advertising, and
Marketing
From foukeffa.org
Written by Steve Bouchard
Oakcrest High School, NJ
Modified by Georgia Agricultural Education Curriculum Office
To accompany the Georgia Agriculture Education Curriculum
Course 01051
July 2002
August 2008
Promotion
Advertising Media
Visual Merchandising
Written Advertising
Publicity and Public
Relations
August 2008
Oakcrest Floral Design 2000
Promotion
Promotion is any form of
communication a business or
organization uses to inform,
pursuade or remind people about
its products and improve its public
image
August 2008
Types of Promotion
•
•
•
•
Advertising
Publicity
Sale Promotion
Personal Selling
August 2008
Advertising
the nonpersonal presentation and promotion
of ideas, goods and services by an identified
sponsor.
Advantages
•large numbers see the message
•cost per customer is usually low
•appropriate media can be easily chosen to reach target market
control of content and easily adapted to market
•integrated to media possible: TV, radio, print- a fixed message
presell products can influence people to make up their mind
before they shop
August 2008
Advertising
Disadvantages
•can not focus on individual needs (message the same for all)
•can be too costly
•can be wasteful and inefficient
•must be brief, often cannot achieve required depth
August 2008
Publicity
involves creating a demand for a business or
product by placing news about it in publications
or
on radio and or TV
Image
the way a business or organization is defined in the
public eye
Huge audience for news
Often free
Has the potential for negative image
August 2008
Sales Promotion
the use of marketing devices such as
displays,
premiums and contest to stimulate
purchases
Displays
windows
floor
counter
visual forms of merchandising
August 2008
Sales Promotion
Premiums-prizes, reward as an
added inducement to make a
purchase
– trading stamps
– coupons
– factory packs
– contest, sweepstakes, rebates;
games and discounts offered by
– manufacturers
– product samples
August 2008
Personal Selling
personal contact with the buyer in an oral
fashion:
• Order taker
• Order getting
Most flexible and individualized promotion
device
August 2008
Promotional Mix
a combination of different types of promotion
a business uses to get customers to buy its
products
–
–
–
–
–
August 2008
More than one type of media
Must complement each other
Stimulate interest in varied forms
Must be coordinated : local vs. national or both
Insure smooth transitions between areas
Advertisement Development
• Advertising agencies
– Client services: forecast market needs,
prepares marketing plans
– Creative services: creates the advertisement
and produces the ads
– Research services: studies targeted
populations and their buying behaviors
– Media services: makes decisions on how
advertising budgets will be spent on mediums
August 2008
Advertising Media
Promotional
helps business by:
•
•
•
•
•
creating an interest in products
introducing new products
presenting product information
supporting personal selling efforts
creating new markets
Limits:
August 2008
bad products
unlikely to change a customer whose mind is
already made up
Media Types
• Print Media
– Newspapers
– Magazines
– Direct Mail
– Billboards
– Directory Advertising
– Transit Advertising
August 2008
Broadcast Advertising
• Radio
+ reaches 96% of all population over
age 12
+ 15, 30 and 60 second segments
+ selective audience
+ flexible and mobile
– short life span
– competitive
– lack of visuals
August 2008
Broadcast Advertising
• Television
+ Pulls together all medium
+ population inclined to believe what they
see
+ personal and mass audience
+ flexible short life span
– cost prohibitive
– audience size not assured
– commercials considered a nuisance
August 2008
Specialty Advertising
• Relatively inexpensive novelty items with
an advertisers name printed on them
– hats
– pens
– calendars
– memo pads
– give away items
August 2008
Brands
A name, design, or symbol that identifies the
products of a company or group of
companies
Brand Name - Kleenex, Pepsi, Arby’s Miracle Whip
Brand Mark - Ford’s Blue Oval, U.S. Postal Service
Eagle
Trade character - human form: Pillsbury Doughboy
Slogans are often used:
• “Have a Coke and a smile”
• Dodge -“Ram Tough”
August 2008
Selection of Media
• Does the medium reach the greatest
number of customers at the lowest cost?
• Does the medium provide opportunity to
illustrate the product?
• Does the medium provide an opportunity to
present an adequate selling message?
August 2008
Selection of Media
• Does the medium present special
problems?
• Is the medium flexible in terms of
promotion?
• Does the medium meet the targeted
geographical area?
• Does the medium fit the image of the
business and offer enough prestige and
distinction?
August 2008
Parts of a Print Ad
Headline - lettering slogan or saying that
gets
the readers attention, arouses interest and
leads
them to read an ad
With Prices Like These, Who Needs a
Headline?
After a day of Downhill Skiing, Getting a Fine
Meal Shouldn’t be an Uphill Battle.
August 2008
Parts of a Print Ad
Copy - the selling message
Conversational
Appealing
Dramatic
Humorous
Informative
August 2008
Parts of a Print Ad
Illustration - the photograph or drawing
of
the product
Attract attention
Create Interest
Arouse Desire
August 2008
Parts of a Print Ad
Signature - logotype, business id,
trademark, phone number, etc...
August 2008
Visual Merchandising
• The coordination of all physical elements
in a place of business so that it projects
the right image to its customers.
• Display - the visual and artistic aspects of
presenting a product to a targeted group of
customers
August 2008
Elements of Visual
Merchandising
• Storefront
– Marquee
• store sign or name
– Entrance
• varies with store design and placement
– Window Display
• promotional
• institutional
• public service
August 2008
Elements of Visual
Merchandising
• Store layout - the way floor space is
allocated.
•
•
•
•
selling space
merchandise space
customer space
store interior
• Interior displays
•
•
•
•
August 2008
closed
open
point of purchase
architectural
Elements of Visual
Merchandising
• Interior displays
• one time item - single item display
• line-of-goods - product line
• related merchandise - items that can be used
together
• variety display - unrelated items
• Setting type
– realistic - depicts a room or area common to
a house
– semi-realistic - suggests a setting
– abstract - gaining in popularity
August 2008
Artistic Elements
• Line - most people read displays right to
left
• Color - can make or break a display
• Shape - physical appearance of materials
• Direction - guides a viewer’s eye over the
materials
• Texture - surface quality
August 2008
Artistic Elements
• Proportion - relationship between
elements
• Balance - placement size
elements
• Motion - attracts attention
• Lighting - attracts and highlights
items for display
August 2008
Public Relations
• Public relations refers to any activity
designed to create goodwill towards a
business
– Employee relations
• job training
• newsletter
• open communication between management and
employees
• promotion from within
August 2008
Public Relations
– Customer relations
•
•
•
•
courtesy
helpfulness
customer advisory board
consumer affairs specialist
– Community relations- activities that gain the
respect of the community members
• foster good relations
• civil and social activities
– Rotary Club, Junior Achievement
August 2008
Marketing is Promotion
Promotion: any form of communication
used to inform, persuade, or remind
people about a business’s products and
improve its public image. This includes
advertising, publicity, sales promotion
and personal selling.
August 2008