Marketing 4 04 Understand promotional channels used to

Marketing 4. 04 Understand promotional channels used to communicate with targeted audiences.

4. 04 A Identify communications channels used in sales promotion.

• Discuss differences between advertising and sales promotions. • __________is a _________l form of promotion that is delivered through selected media outlets that, under most circumstances, require the marketer to pay for message placement. • _______________ are ____-___________ to encourage the purchase or sale of a product or service • Explain reasons that businesses use sales promotions. • Attempts to provide _________ or incentives as well as _______.

Describe types of _________ sales promotions. • Coupons • Free products • Rebates • Premiums • Promotional pricing • Contest and sweepstakes • Trade-in • Demonstrations • Loyalty programs • Personal appearances • Sampling/free trials

• Discuss/explain types of ______ sales and _____________ sales promotions. Types: • Point-of-Purchase Displays • Advertising Support Programs • Short Term Allowances • Sales Incentives or Push Money • Promotional Products • Trade Shows

Examples of popular sales promotions activities: • ________________ (BOGOF) - which is an example of a self-liquidating promotion. For example if a loaf of bread is priced at $1, and cost 10 cents to manufacture, if you sell two for $1, you are still in profit especially if there is a corresponding increase in sales. This is known as a PREMIUM sales promotion tactic. • ___________________ (CRM) incentives such as bonus points or money off coupons. There are many examples of CRM, from banks to supermarkets.

Examples of Popular Sales Promotion Activities (cont. ) • _________ - Websites and mobile phones that support a sales promotion. For example, in the United Kingdom, Nestle printed individual codes on KITKAT packaging, whereby a consumer would enter the code into a dynamic website to see if they had won a prize. Consumers could also text codes via their mobile phones to the same effect. • __________ additions such as dump bins, point-of-sale materials and product demonstrations.

Examples of Popular Sales Promotion Activities (cont. ) • _________ e. g. Subway gave away a card with six spaces for stickers with each sandwich purchase. Once the card was full the consumer was given a free sandwich. • ______________ e. g. Budget airline such as Easy. Jet and Ryanair, e-mail their customers with the latest low-price deals once new flights are released, or additional destinations are announced.

Examples of Popular Sales Promotion Activities (cont. ) • ______________ between brands owned by a company, or with another company's brands. For example fast food restaurants often run sales promotions where toys, relating to a specific movie release, are given away with promoted meals. • ____________ (aka. sampling) e. g. tasting of food and drink at sampling points in supermarkets. For example Red Bull (a caffeinated fizzy drink) was given away to potential consumers at supermarkets, in high streets and at petrol stations (by a promotions team).

Examples of Popular Sales Promotion Activities (cont. ) • ____________, often seen in newspapers and magazines, on packs. • ____________________, in newspapers, magazines, on the TV and radio, on The Internet, and on packs. • _______________ products that raise money for charities, and the less well off farmers and producers, are becoming more popular. • ___________ - for example, 0% finance over 3 years on selected vehicles

• Describe types of ___________ displays that are used for sales promotion • Allow products to be prominently presented, often in _________ areas, increasing the probability it will stand out • Stand alone displays

• Compare the _________and _______ between coupons and rebates • Both provide a discount to customers • May reward customers for their loyalty • _______ are _________ at the point __________, while ______ must be ________and _______to the customer

• Distinguish between push and pull sales promotion strategies. • ______ sales promotions: _____________ to convince or ______________ and promote products in their retail establishments. Relies heavily on personal selling and sales promotion (___________). • allowances, buy-back guarantees, free trials, contests, specialty advertising items, discounts, displays, premiums • ______sales promotions: ______________ to increase their interest and demand for products. Customers will _________________ the products. Relies heavily on __________. • samples, coupons, cash refunds, rebates, loyalty programs, contests, sweepstakes, POP

Compare contests, sweepstakes, games • Explain how contests, sweepstakes, and games differ. • __________ are special promotions awarding value to winners __________ they demonstrate compared to others • _______ are _________, but based on ______. Winners are determined by _______ selection • _______ come in a variety of formats, such as scratch-off cards and collection of game pieces. To participate in games, customers may be required to make a purchase.

• Describe trends in sales promotions Marketers need to _____ advantages short-term promotions offer versus the potential to erode loyalty to the product • Customer ______: Many customers are conditioned to expect a promotion at the time of purchase otherwise they may _____or even alter their _____ if a promotion is ____________. • Electronic Delivery: The _____ and _____ technologies, such as cellphones, present marketers with a number of new delivery ______. • ______: For instance, grocery retailers, whose customers are in possession of _______, have the ability to match customer sales ____ to coupon use. This information can then be sold to coupon marketers who may use the information to get a better picture of the _______________ of those responding to the coupon.

Describe trends in sales promotions (cont. ) • ________: In addition to websites that offer access to coupons, there a large number of __________ sites where members _____ details about how to obtain good deals which often include information on how or where to find a sales promotion. • _______: _________ with other promotions for ________________. This is particularly an issue with inserted coupon promotions that may be included in mailing or printed media along with numerous other offerings.

4. 04 B Explain communications channels used in public-relations activities.

• Explain the role of __________ in business. • building awareness and a ______ for a company or client within stories and articles found in relevant _____ outlets • closely ________ numerous ______ channels for ___________ about a company and its products • ________ that _____ company or product ______ • building _______ among an organization’s target market through _______, ________ and special programs and events

• Discuss advantages/disadvantages associated with _______________. • _______ • Considered a ___________ form of promotion • Can result in the ______ being exposed to _____ detailed ________ than they receive with other forms of promotion • Can be ___________ • Very ___________

Discuss advantages/disadvantages associated with public relations (cont. ) • _________ • Marketers __________ _____ over whether a message is delivered and where it is placed for delivery • The news media may not give the exact message as planned by the marketer • May _________ ______ on promotional expense if the news _______ there is __________ to the story • Could get “________” from media coverage for a more ____________news story

• Describe the main ______ used in ___________ to communicate with targeted audiences. Tools: • • Media relations Media tours Newsletters Special events Speaking engagements Sponsorships Employee relations Community relations and philanthropy

• Explain tools used to communicate public relations messages to the media. Tools: • _______ • Audio/Video _______ • _____ Releases • ________ _____

• Discuss ______ that public relations specialists ________ markets. • Watching what is written and reported in __________ print and broadcast _______ • Keeping an eye on _________ occurring through various ________outlets such as forums, chat rooms, blogs and other _________________ areas. • Marketers ____be prepared to ______________ to ________ information and ______ opinions about products as it can _______ _______ very _______through the __________ channels. • ________ to ________________ can be __________ to a product or company’s reputation.

• Describe the purpose of _________________ in public relations. • Crisis Management: the process by which an organization deals with a ___________ that ________ to harm the organization, its stakeholders, or the general public • To ________________ to negative information about the company. • Marketers can ______ the _______ and _____ in a ________ fashion. • To manage response effectively, many companies have crisis management ___________ that outline steps to take and _______________ to speak on behalf of the company ______ an ______.

• Explain ___________. • ________________ • Search engine ________ (SEO) • Describe the use of ______ for public relations activities. • Report ______-_______ blogs that _____the __________at the company • Allows company employees to post messages ______ the company ________

• Describe the use of ____________ in public relations activities. • Web Forums: where people can _____ their __________________. • Helps ______________ for an organization as forum members recognize a company’s effort to reach out to the public. • Forums can cause ___________________ as a ______________ for ______ and _____________.

• Explain how ____________ can be used for public relations activities. • _______________ (RSS): this technology makes it easy for people to know when ______________ is _______ to a website. • The nature of the technology allows anyone who links to the RSS feed to _____________ of the content. • Many _______ and other _____________ are finding this to be a more _________ way to acquire information, particularly if they follow a specific industry and can identify specific information websites to monitor. • By _________ to relevant RSS feeds they have ____________ rather than spending _____________

• Describe the use of ___________ for public relations activities. • Quick and easy way to ______ out ______/_____ news ________ and other promotional material • Explain how ____________ (SEO) can be used for public relations activities. • Helps ____________ outlets (_________) to mention the company at ____________ to the company • Can work to ________ in __________________