PROMOTION PROMOTION Any form of communication a business

					PROMOTION
Any form of communication a
business or company uses to
inform, persuade, or remind
people about products and to
      improve its image
       Discussion
• How are promotion and
  communication similar?
    Lesson Objectives
•   Define promotion
•   Identify purposes of promotion
•   Define institutional promotion
•   Identify 5 types of promotion
•   Define promotional mix
     Purposes of Promotion
•   Convince potential customers to buy
•   Explain features/benefits of products
•   Tell where products are sold
•   Advertise sales on products
•   Answer customers’ questions
•   Introduce new products
•   Create a favorable image of the company
    or product
Institutional Promotion

    Used to create a
 favorable image of the
  company, rather than
to directly sell products
         Discussion
• Why would an organization
  promote itself and not its
  products?
    Types of Promotion
• Advertising
• Sales Promotion
• Personal Selling
• Publicity/ Public
  Relations
• Visual
  Merchandising
  ADVERTISING
The non-personal
presentation of
ideas and
products by an
identified sponsor.
                   **PAID   FOR**
         Discussion
• Describe the process or steps
  that happen when
  communication is taking place.
  SALES PROMOTION
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                          after 8PM
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        • stimulate purchases
        • increase store traffic
PERSONAL SELLING
The PERSONAL presentation of a
  product or company to one or
     more potential buyers
         Discussion
Is telemarketing a form of
 promotion?
If so, what type of promotion is
 it?
     PUBLICITY
 PUBLIC RELATIONS
Creating demand
for a business or
product by placing
news about it in
the media
Visual Merchandising


The coordination of all physical
elements in a place of business
 so that it projects the right
    image to its customers
         Discussion
• List one situation or product
  for which each type of
  advertisement would be
  appropriate.
Can you name a type of business
            that…
• Uses a lot of advertising and sales
  promotion, but very little personal
  selling?
• Uses very little advertising, but lots
  of personal selling?
    What types of promotion do
     you think the following
         businesses use?
•   Hayes Chrysler/Jeep
•   Ruby Tuesday
•   Cigarette manufacturers
•   Avon Corporation
•   ebay
    The combination of
promotion types represents
        a product’s
 PROMOTIONAL MIX
              Quiz
Describe the promotional mix that
 would be appropriate for a
 business and product(s) that you
 choose.
Explain how you would use each
 type of promotion.
Tell why you would or would not use
 each type of promotion.