PROMOTION DEFINITION OF PROMOTION Communication used to inform

PROMOTION

DEFINITION OF PROMOTION • Communication used to inform, persuade and educate prospective customers about a product, service or company.

PROMOTION • • • Persuasive communication Inform prospective customers about products and services Enhance public image and reputation Enhance image of product or service as valuable Educate public about an issue or trend (mostly used by nonprofits)

TYPES OF PROMOTION • PRODUCT • INSTITUTIONAL

PRODUCT PROMOTION • Convince customers to buy a product or service instead of the competitor brand • Promotional activities explain the major features and benefits of the product or service • Identify where it is sold, advertise sales, answer customer questions • Introduce new offerings • Helps companies foster good relationships with existing customers and increase loyalty

INSTITUTIONAL PROMOTION • Activities and advertising that creates a positive image of a company or product • Product features and benefits are NOT used in this form of promotion • Examples: • Holiday Budweiser commercial • Sponsorship of charity events- Komen for the Cure

ACTIVITY • Select a video: (my example: the 3 day) • Identify as Product Promotion or Institutional Promotion • Explain why • Identify which part of the Promo Mix is applicable & why