marketing 1 and 2 agenda for 5.7.13 3 rd and 4 th block sr. finals s eniors turn in pd p oints !!...
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Marketing 1 and 2 Agenda for 5.7.13
3rd and 4th block Sr. Finals
SENIORS TURN IN PD POINTS!!
Marketing 2 – UNBA Work Day
Marketing 1 – Recap Shark Tank!
Hand back evaluation sheets
Watch final episode Begin Unit 6 (Promotion)
Notes – on my website Note: This entire unit
will be independent! Unit Test on Monday,
May 13th
Think Critically…
“Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read.”
Leo Burnett
Take 2-3 minutes to consider this statement, jot down your ideas about why this may be a recipe for success.
CHAPTERS 17 ,18 ,19 ,20MARKETING I
Unit 6: Promotion
PROMOTIONAL CONCEPTS AND STRATEGIES
Chapter 17
Chapter 17.1: Promotion and Promotional Mix
Promotion: persuasive communication Used to inform people about a product/service Used to enhance public image/reputation
AIDA Attract Attention Build Interest Build Desire Ask for Action
Product Promotion: convince prospects to select its products or services instead of a competitor’s brand.
Chapter 17.1: Promotion and Promotional Mix
Institutional Promotion: used to create a favorable image for a business, help it make a change, or take a stand on issues.
Types of Promotional Mix:1. Personal Selling2. Advertising3. Direct Marketing4. Sales Promotion5. Public Relations
Using Advertising, Public Relations, and Sales Promotion help to communicate with customers in other ways than direct contact.
Chapter 17.1: Promotion and Promotional Mix
Personal Selling: Sales Representatives
who keep direct contact w/ customers.
One of the costliest forms
Advertising: Form of non-personal
promotion Companies pay to
promote ideas, goods, and services.
Direct Marketing: Directed to a targeted
group of prospects and customers instead of a mass audience.
o Goals = generate sales or leads for sales representatives.
o Gives customers initiative to respond by
1. visiting a store or website,
2. calling a toll-free number,
3. returning a form4. sending an email
Chapter 17.1: Promotion and Promotional Mix
Sales Promotion: Represents
marketing activities that are used to simulate purchasing and sales.
Goals=increase sales, inform potential customers, and create a positive business or corporation.
Public Relations (PR): Activities enable an
organization to influence a target audience.
Goals=to cultivate media relations with reporters who cover a specific industry.
Chapter 17.1: Promotion and Promotional Mix
Publicity: a tactic that public relations professionals use Involves bringing news or newsworthy info to the
publics attention-also known as placement Often appears as a media story or in a larger
report Not easily controlled by the business that issues it
Promotional Mix: combination of strategies and a cost effective allocation of resources
Chapter 17.1: Promotion and Promotional Mix:
Food for Thought…1) What message does Evian send with this commercial?2) What type of promotion is being used in this example?3) Is this approach effective? Why or why not?
http://www.youtube.com/watch?v=gt4UNYUSPD4&feature=related
Chapter 17.2: Types of Promotion
Sales Promotion Sales promotion are incentives that encourage
customers to buy products or services.
Used to: Encourage customers to try a new product Build awareness Increase purchases by current customers Reward loyalty
Chapter 17.2: Types of Promotion
Trade Promotions Trade Promotions are sales promotion activities
designed to get support for a product from manufacturers, wholesalers, retailers. Promotional Allowances
Discounts given by manufactures to wholesalers to encourage sales.
Cooperative Advertising Manufacturer supports the retailer by helping to pay for
the cost of advertising its product locally. Slotting Allowances
Manufacturer giving money to a retailer to help cover the costs of placing the manufacturer’s product on the shelves.
Chapter 17.2: Types of Promotion
Consumer Promotions Sales strategies that
encourage customers and prospects to buy a product or service. Support:
Advertising Personal Selling Public Relations efforts
Examples: Coupons: certificates
that entitle customers to cash discounts on goods or services
Examples: Premium deals:
low-cost items given to consumers at a discount or for free
Incentives: to promote many products because they create customer excitement and increase sales
Promotional tie-ins- are also known as cross-promotion campaigns
Chapter 17.2: Types of Promotion
http://video.foxnews.com/v/3928440
Food for Thought…
Discuss: What do you think? Effective? Ineffective? Why?
Consider This…
What is a store or website that makes an impression? Or, rather, what is one that stands out as “special” in your mind? Write out this question(s) and journal about it in your
notes!
VISUAL MERCHANDISING AND DISPLAY
Chapter 18
Chapter 18.1: Display Features
Visual Merchandising and Display Visual merchandising – encompasses all of the physical elements
that merchandisers use to project an image customers. Display- refers to the visual and artistic aspects of presenting a
product to a target group of customers.
Elements of Visual Merchandising Storefront- encompasses a stores
Sign Logo Marquee Banners Windows
Marquee is an architectural canopy that extends over a stores entrances
Chapter 18.1: Display Features
Store layout Refers to ways that stores use floor space to facilitate
and promote sales and serve customersStore Interior
Fixtures are permanent or movable store furnishings that hold and display merchandise
Interior Displays Point of purchase displays (POPs) consumer sales
promotion device Kiosks typically four feet high, have pedestal-
mounted, high-tech screens, and take up less than two square feet of stone space
Chapter 18.1: Display Features
Food for Thought:http://www.bing.com/videos/watch/video/viewers-get-tour-of-holiday-window-displays/66894x6
How can window displays tell a story? Why is it so important to have a theme?
Pull Policy versus Push Policy
Pull Policy Create consumer
interest and demand
Push Policy Convince a retailer to
stock a product being promoted
Chapter 18.2 Artistic Design
Display Design and Preparation Step 1: Selecting
Merchandise for Display Determines theme & other
supporting elements of the display
Step 2: Selecting the Display Four Basic kinds of
Displays:1. One item featured 2. Similar products3. Related products4. Cross-mix of items
Step 3: Choosing a Setting Setting will depend largely on
the image it wants to project Step 4: Manipulating Artistic
Elements These subtly influence your
perception (line, color, shape, motion, etc.)
Focal Point: an area in the display that attracts attention first
Step 5: Evaluating Completed Displays Asking questions to make
sure the display enhances the image the store wants to project
Chapter 18.2 Artistic Design
Example:
ADVERTISING
Chapter 19
Chapter 19.1: Advertising Media
Promotional and Institutional Advertising Promotional: When the goal is to increase sales Institutional: Tries to create a favorable image for a
company and foster goodwill in the marketplace Mass Advertising
Enables to companies to reach large numbers of people with their messages. Examples: Television, Radio
Media: agencies, means, or instruments used to convey advertising messages to the public Four main categories of advertising media:
Print, Broadcast, on line, and specialty
Chapter 19.1: Advertising Media
Print Media Includes
Advertising in newspapers
Magazines Direct mail Signs Billboards
Transit advertising: found on public transportation
Includes: • Printed posters inside
trains, taxis, and buses
Broadcast Media Television
Combines all the creative elements necessary—sight, sounds, action, and color – to produce a compelling advertising message.
Radio The radios ability to
reach a wide audience makes it an extremely efficient and cost-effective advertising medium.
Chapter 19.1: Advertising Media
Online Advertising Form of advertising that uses either e-mail or the
World Wide Web. Specialty Media
Sometimes called giveaways or advertising specialties, are relatively inexpensive, useful items featuring an advertiser’s name or logo
Media planning: Process of selecting the advertising media and
deciding the time or space in which the ads should appear to accomplish a marketing objective.
Chapter 19.1: Advertising Media
http://www.bing.com/videos/watch/video/nike-ad-roger-federer-and-tiger-woods/6d238bd88bdb8bc3332c6d238bd88bdb8bc3332c-1634175943873
Follow Up Questions: Is this an effective ad? Why? What message does it send?
Food for Thought…
vs.
Chapter 19.2 Media Measurement and Rates
Media Measurement Audience: The number of homes or people exposed to an ad Impression Frequency: Number of times an audience sees
or hears an advertisement Cost per thousand (CPM) : is the media cost of exposing
1,000 readers or viewers to an advertising impressionMedia Rates
Newspaper- Classified or display Magazine- Based on circulation, type of readership, and
production techniques Radio- Network, advertising, national, local Online- Banners, rich-media, and interstitial Television- Price determined by the time the ad is aired
Chapter 19.2 Media Measurement and Rates
Promotional Budget: Considers the cost for developing, placing, or airing an advertisement 1. Budget decided on percentage of past or anticipated
sales 2. If following the all you can afford method, it first
pays all expenses, then applies the remainder of funds available to promotional activities
3. Competition method- advertiser matches its competitors promotional expenditures or prepares a budget based on the competitors market share
4. Objective and task method, the company determines goals, considers the necessary steps to meet goals, and determine the cost for promotional activities to meet the goals
Chapter 19.2 Media Measurement and Rates
Food for Thought & Independent Activity:Check out the following link. Then, read the article and
answer thequestions that follow.
Link: http://adage.com/article?article_id=139923Question 1: During which show does advertising cost the most?Question 2: During which show is advertising the cheapest?Question 3: In one paragraph, sum up a rationale for both of these facts.
PRINT ADVERTISEMENTS
Chapter 20
Chapter 20.1: Essential Elements of Advertising
The Advertising Campaign Advertising Campaign- Group of advertisements,
commercials, and related promotional materials and activities that are designed as part of a coordinated advertising plan to meet the specific goals of a company. 1. Identify the target audience 2. Determine objectives 3. Establish the budget 4. Develop the message 5. Select the media 6. Evaluate the campaign
Chapter 20.1: Essential Elements of Advertising
Advertising Agencies Independent business that specialize in developing ad
campaigns and crafting the ads for clientsDeveloping Print Advertisements
Headline- Phrase or sentence that attracts the readers’ attention to a particular product or service
Copy- Selling message of a written advertisement Illustration- The photograph, drawing, or other
graphic elements used in an advertisement
Chapter 20.1: Essential Elements of Advertising
Food for thought…http://www.bing.com/videos/watch/video/best-buy-s-happy-holiday-ad-campaign/3x0p1va1
From that ad, who do you perceive the target audience to be?
What do you surmise the objective of that ad would be?
What is the message of the ad?
Chapter 20.2: Advertising Layout
Ad Layout: a sketch that shows the general arrangement and appearance of a finished ad. Indicates:
Headline Position Illustration Copy Signature
One Technique: creating a Z layout…Most dominant item on the top and form a Z down the rest of the page.
Chapter 20.2: Advertising Layout
Emphasis: make the reader focus on one aspect of the ad. Different sized font Italics Bold Face Combination of capital and lowercase letters
Advertising Proof: shows exactly how an ad will appear in print.
Chapter 20.2: Advertising Layout
Example:
top related