Marketing Dynamics Chapter 36
Transcript Marketing Dynamics Chapter 36
Describe the role of promotion.
List three goals of promotion.
Describe how the communication
process works in promotion.
Explain the difference between
institutional and product promotion.
Explain the difference between
personal and nonpersonal promotion.
Describe and give an example of each
of the four elements of promotion.
Explain why the marketing concept is
important in promotion.
What Is Promotion?
Promotion is one of
the Four Ps of
Promotion is the
process of telling
a product or
the company that
Promotion Is Marketing
Promotion is communication
from an organization to
– its customers
– its potential customers
– the public
Marketing communication is another
term for promotion
1. Give an example that shows
how promotion is communication.
Goals of Promotion
Goal of promotion: to
help a business achieve
by communicating with
customers and the public
©2007 JupiterImages Corporation
Businesses want to keep customers
new features on existing products
how to use products
charities and cultural organizations that the
community events that the business supports
Promotional messages express emotion
and entertain to
attract customer attention to products
create demand for products
Messages with emotion
are more likely to be remembered
2. Describe an ad or commercial that you
remember. What makes it vivid?
use of logic, argument, or pleading to get
another person to agree with you or act in
a certain way
The ultimate goal of promotion is
to persuade people to buy the product
3. Describe a promotion that successfully
persuaded you to buy a product.
How did it persuade you?
Promotion uses the same communication
process as does all communication
the marketer is the sender
the target market is the receiver
Promotional messages encounter
physical noise, technical problems, external
distractions, and internal distractions
Two methods to counteract distractions
repeat the same message many times
make the message stand out from all others
4. Describe an example of each method to
counteract distractions for
promotion that achieves its goals
How do marketers determine whether a
promotion message was effective?
through customer feedback obtained by
– monitoring sales
– performing market research
5. If promotion is effective,
what will happen to sales?
Photo by Amy J. Berk
6. Describe different types of promotion.
Types of Promotion
Promotion can be categorized based on
the target market
– businesses or consumers
what is being promoted: a product or
– product promotion: focuses on selling
– institutional promotion: focuses on
creating an image of the organization
Types of Promotion
Personal or nonpersonal
– customer and marketer communicate in
– the only type of personal promotion is
– communicates the same message to all
– examples: advertising, sales promotion,
and public relations
Four Elements of
Promotion can also be categorized
based on the four elements of
in person with buyer
a selling message
can be customized
for each buyer
– based on
feedback from the
Photo courtesy of IGA, Inc.
7. Describe an ad that you have seen.
Who is the target market for this ad?
marketing activities designed to entice
customers to buy a company’s products
B2B sales promotion
B2C sales promotion
coupons and rebates
promotional activities designed to create
goodwill between a company and the public
Proactive public relations
communications initiated within the company
for the purpose of image building
Reactive public relations
communications in response to negative
events or damaging information
Main functions of public relations
getting positive publicity
developing philanthropic activities
counteracting negative publicity
information about a company and its
products that appears in the media
company does not pay for the articles
– the articles are part of the newsgathering function of the media
the public relations
– develops charitable
– gets publicity for
What is the goal of promotion?
What is the difference between
B2B promotion and B2C promotion?
product promotion and institutional
personal promotion and nonpersonal
List the four elements of promotion.
advertising. Nonpersonal promotion
paid for by an identified sponsor.
coupon. Printed piece of paper that
indicates the product and the amount of
price reduction when the coupon is
effective promotion. Promotion that
achieves its goals.
institutional promotion. Communication
that focuses on the image of the
Communication from an organization to
its customers, potential customers, and
the public; promotion.
nonpersonal promotion. Promotion that
communicates the same message to all
personal promotion. Promotion in which
the marketer and the customer
communicate in person, and the
marketer can immediately customize
the message; personal selling.
premium. Item given to the customer for
free or at a reduced price along with the
purchase of a product.
product promotion. Marketing
communication that focuses on the
product and selling the product, in
contrast to institutional promotion.
promotion. All communications from an
organization to its customers, potential
customers, and the public; marketing
publicity. Information about a company
and its products that appears in the
media; however, the company does not
pay the media to carry the message and
therefore has no control over the story.
public relations. Promotional activities
designed to create goodwill between a
company and the public.
rebate. Return of a portion of the money
paid for a purchase.
sales promotion. Marketing activities
designed to entice customers to buy a
company’s products. Examples include
coupons, contests, free samples, and
trade allowance. Discount or money
paid to the intermediary who buys the
trade show. Exhibit of products of
interest to a specific industry.