What Is Promotion What Is Promotion Promotion is

What Is Promotion?

What Is Promotion? Promotion is one of the Four Ps of the marketing mix. Promotion is the process of telling people about a product or the company that offers it.

Q 1 - Promotion Is Marketing Communication Promotion is communication from an organization to § its customers § potential customers § the public Marketing communication is another term for promotion.

Q 2 - Goals of Promotion Role of promotion § to help a business achieve its goals by communicating with customers and the public Promotion § informs § expresses § persuades

Q 3 - Inform Businesses want to keep customers informed about § existing products § new features on existing products § how to use or assemble products § safety issues § charities, cultural organizations supported § events the business sponsors

Q 4 - Express Promotional messages express and entertain. § attracts customer attention to products § creates demand for products Messages that entertain or create emotion are more likely to be remembered.

Q 5 - Persuade Persuasion § 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

Q 6&8 Communication Process The communication process in promotion § the marketer is the sender § the target market is the receiver

Q 7 – How Do Marketers Determine If a Promotion is Effective? Does it achieve its goal? Customer feedback can be obtained by ümonitoring sales üperforming market research

Q 9 - Business-to-Business (B 2 B) § The promotion that occurs when a business promotes its products to another business.

Q 9 - Business-to-Consumer (B 2 C) § The promotion that occurs when a business promotes its products directly to the consumer market.

Q 10 - Product Promotion vs Institutional Promotion § Product Promotion is marketing communication that focuses on the product and selling the product. ü Breakfast cereal ü A concert ü Safety messages § Institutional promotion is communication that focuses on the image of the organization. Products are not mentioned.

Q 11, 12 - Four Elements of Promotion The four elements of promotion: • personal promotion üpersonal selling • nonpersonal promotion üadvertising üsales promotion üpublic relations

Q 13 - Personal Promotion Personal selling § seller communicates in person with buyer § a selling message can be customized for each buyer based on immediate feedback from the customer § can occur on-site, over the phone, and over the internet

Advertising includes § print ads § commercials § Internet ads § outdoor advertising § transit advertising § direct marketing § e. g. , sales flyers

Sales Promotion Marketing activities designed to entice customers to buy a company’s products: ücoupons and rebates üfree samples üpremiums ücontests and sweepstakes üpromotional tie-ins üproduct placement üvisual merchandising

Public Relation & Publicity Public Relations Publicity üpromotional activities designed to create goodwill between a company and the public üProactive communication with the public for the purpose of image building üreactive public relations in response to negative events or damaging information üinformation about a company and its products that appears in the media ücompany does not pay for articles to be written no control over article content ümain tools of publicity: press release, press kit, and press conference (Q 14)

Q 15 - Advertising Advantages Disadvantages • Reach large number of people • Total cost is high • Low cost per contact 18

Q 15 - Publicity Advantages • • • Free Can be used to create a positive image within the community Viewed as being more credible or believable than advertising Disadvantages • Give up much of your control of your message • Not all publicity is positive 19

Q 16 - Pull and Push Strategies Common promotional strategies § pull strategy § push strategy

Pull Strategy Pull strategy § focuses advertising on customer to create demand § customers go to retail stores and demand the product Consumer demand pulls the product through the supply chain.

Push Strategy Push strategy § focuses on wholesalers, distributors, and retailers § these intermediaries buy the product and promote it to the next link in the supply chain § the last link, the retailer, promotes it to the consumer Intermediaries push the product through the supply chain.