Promotional Concepts and Strategies

Chapter 17 – Promotional Concepts and Strategies

PROMOTIONAL CONCEPTS AND STRATEGIES

CHAPTER 17

OBJECTIVES:

1)Explain the role of promotion in business and marketing

2)Identify the various types of promotion

3)Distinguish between public relations and publicity

4)Write a news release

5)Describe the concept of the promotional mix

6)Define sales promotion

7)Explain the use of promotional tie-ins, trade sales promotions, and loyalty marketing programs

I. THE CONCEPT OF PROMOTION

A. Define promotion______

______

Goals of promotional activities is AIDA

A – first ______

I – then build ______

D – ______

A – finally ask for ______

Define product promotion______

______

Define institutional promotion

______

Types of promotion in the promotional mix ( List & DEFINE each type)

1. ______

Generates direct ______with prospects and ______

Examples include: ______, in-home ______, ______and ______correspondence

Most ______forms of promotion

2.______

A form of ______

To promote ______, ______, ______in a variety of media outlets

Examples include ______, business cards, brochures, Internet, ______, newspapers, phone directories, ______, radio, TV, ______, cars and buses, restaurant menus and ______.

3______

A type of promotion that companies use to address individuals ______and not through a ______medium (such as TV, radio, or the internet)

______

Sent via ______mail to a home or business

______

Customers are ______on the phone and asked directly for goods or services

______

Any promotion delivered via the ______(e-mail, ______, ______, search engine marketing (paid search), web site optimization

Electronic media that allows people with similar ______to participate in a social network



Helps businesses reach ______customers

______of direct marketing are to ______sales or leads for sales representatives to pursue

Gives recipients an ______to respond by visiting a ______or ______, calling a ______, returning a form, or sending an ______

Targeted customers receive ______or incentives, such as money-off coupon

Allows businesses to engage in ______communication

Congress passed the ______Act of ______

Act requires senders of ______commercial e-mail to give recipients a way to ______out of e-mails

Prohibits the use of ______subject lines and headers

Requires businesses to provide ______return addresses on e-mails.

4. ______

According to AMA, sales promotion represents all ______activities – other than ______, ______and ______– that are directed at business or retail customers to ______sales.

Objectives are to : ______sales, Inform ______about new ______,Create ______business or corporate ______

Examples include

◦______

◦______Promotions

◦Competitions

◦Product ______

◦______Displays

5.______

Public Relations activities enable an organization to ______a ______market

Public Relations campaigns try to create a ______general opinions and ______a favorable image for a person, company

Public Relations goal is to encourage ______with ______

______

Most important ______

An ______that is sent to the appropriate ______

Not ______by the business

Public Relations: Using Social Media

Businesses ______with customers

Get ______on the company and its products and services

Provide businesses with a way to obtain ______and speak ______with ______and existing customers

Potential to reach prospective customers is ______

Publicity

Involves bringing ______or ______information about an organization to the ______attention.

Known as ______

Can be used to make public aware of certain ______, specific ______or services, efforts by ______agencies, ______issue

______is one tactic that public relations professionals ______

Publicity is ______

CONCEPT OF PROMOTIONAL MIX:

What is Promotional Mix?

A combination of ______and cost-effective allocation of ______

Identify ______market to measuring the results

______complement one another

Elements of the mix must be ______

______PROMOTIONAL BUDGET:

Roles of Marketing Department

Determines ______
Establishes the ______
Distributes ______
Coordinates the ______
Supervises ______resources
______the results
Determining the ______can be difficult

PUSH-PULL CONCEPT:

Push Policy:

Manufacturer pushes ______to ______

Involves ______selling and ______(trade shows)

Pull Policy:

Directs ______towards ______

Creates consumer ______and ______

Involves ______to consumers (______and ______)

Name: ______Period: ______Date: ______

17.2 - Types of Promotion

Sales Promotion definition

______that encourage customers to ______products or services
Build ______awareness
______customers to ______new products
______purchases by current ______
______customer loyalty
Sales promotions are usually ______by ______activities that include ______promotions and ______promotions

TRADE PROMOTIONS

______promotion activities designed to get ______for a ______from

______, ______, and ______

More ______is actually spent on promotion to ______than to ______

Good business ______require that trade promotional ______and ______be offered in uniform manner

TYPE OF TRADE PROMOTIONS:

Promotional Allowances

Represents ______payments or ______given by ______to ______or ______for performing activities to encourage ______

2.Cooperative Advertising

Manufacturer supports the ______by helping to pay for the cost of locally ______its ______

Known as ______

3.Slotting Allowances

A ______premium paid by a ______to a ______to help the retailer ______of placing the manufacturer’s product on the shelves

Range from a few ______dollars to several ______dollars per product

Also pay retailer’s ______, charge for ______shelves, ______for poor sales, store ______and ______costs

4.Sales Force Promotion

______given to ______and ______who successfully meet or exceed a ______

Sales force promotions vary, but can include ______or ______such as ______awards or ______awards.

5.Trade Shows and conventions

Showcase a particular ______

Introduce ______products, encourage ______of existing products & meet customers

DEFINE CONSUMER PROMOTIONS

Sales ______that encourage customers and prospects to ______a product or service

Consumer promotions support ______, ______selling and ______efforts

TYPES OF CONSUMER PROMOTIONS:

DEFINEGIVE EXAMPLES

1.Coupons

Certificates that entitle customers to ______on goods or services

Placed inside product ______or in ______/ magazines

Premiums

______given to consumers at a ______or for ______

Designed to ______by building product ______new ______

Fundamental concept behind premium marketing is that people will be more ______to buy a product when they are ______an added ______in exchange

Three types of premiums

______

Drawback – customers think premiums are ______

Factory Packs, or in-packs, are ______placed in product ______or as a container ______

◦Popular with ______manufactures

Traffic Builders – ______premiums such as ______, ______, pocket ______, and coffee mugs

◦______or ______event

Coupon Plans – ______programs offering a variety of ______in exchange for ______or ______obtained from a product

◦Ex – Send 3 soup ______in to manufacturer to receive a cookbook

3.Deals

Deals or ______offer ______that are marked directly on the ______or ______

4.Incentives

Are ______earned and given away through ______-games of ______; ______-games of chance; and ______.

Create customer ______sales

5.Product Samples

A ______size of a product ______through the ______, distributed ______, or given away retail______and ______shows

6.Sponsorship

______pays a ______for the right to promote ______and its ______or ______at or on a set location

Negotiate the right to use ______and ______on retail products

7.Promotional Tie-Ins, Cross-Promotion, Cross-Selling

______and ______campaigns

Activities include ______arrangements between one or more______or ______

They product mutually beneficially results

8.Product Placement

A ______promotion that involves using a ______product in a ______, television show, ______, or even in a ______for another product

9.Loyalty Marketing Programs

Also called ______programs, ______, or ______programs reward customers by offering incentives for ______purchases

Also ______programs,

Customer loyalty means that ______are so ______with a brand or retailer that they continue to ______that brand or patronize that retailer

10.Online Loyalty Marketing

______of loyalty marketing programs

Internet search engine ______point

11.Point-of-purchase displays

______designed primarily by ______to ______and ______their ______

High ______area and promote ______purchases

______– web based or display screens that customers can use to ______with sales staff