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 2 for 1 Sale $2 off after 8PM Buy One, on Tuesday Get One Free • 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.
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