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PROMOTION
Promotion
Is the marketing mix element that organizations use to inform, persuade and remind about them and their products.
Promotion
All enterprises are continuously communicating with the outside through the product, the price and the place, but it is through corporative communication that effective mechanisms move information.
Selecting promotional mix
Target market
Product value
Promotional channels
Time frame
Cost
Personal
Selling
Advertisement Public
relations
Sales
promotion
Promotional mix
1. Personal Selling Personal Communication aimed at informing customers and persuading them to buy firm's products.
Promotional mix
Advertisement: A paid, non-personal message communicated to a select audience through a mass media.
Print media: Newspapers, Magazines, Direct mail, Outdoor advertising, Directories, Transit advertising
Television
Radio
Internet
Promotional mix
2. Sales promotion: The use of activities or materials as direct inducements to customers or salespersons.
Displays
Premiums
Rebates
Samples
Contests
Coupons
Promotional mix
Public Relations: It is more directed. Is a planned effort to influence over the attitudes and opinions of a specific group; clients , investors.
Cocktail
Concert
Special events
Dinners, meals, etc.
Sponsored events
Promotional mix
Publicity: Similar to advertisement but is non paid type and it has the credibility of the editorial. Sponsor is not clearly identified.
Write:
News releases
Feature articles
Captioned photos
Press conferences
Seek interviews.
Guerrilla marketing
An advertising strategy in which low-cost
unconventional means (graffiti, sticker bombing,
flash mobs) are utilized, often in a localized fashion
or large network of individual cells, to convey or
promote a product or an idea.
It involves unusual approaches such as intercept
encounters in public places, street giveaways of
products, PR stunts, or any unconventional marketing
intended to get maximum results from minimal
resources.
Guerilla Marketing innovative ideas.mp4
Campaign
A plan for combining and using the five promotional methods…
Advertising
Personal selling
Sales promotion
Publicity
Public relations
…in a particular promotion mix to achieve one or
more marketing goals.
Your promotional strategy
1. You must choose advertising and at least another element of the promotional mix (sales promotion, personal selling, public relations).
Advertising: Any printed media must be presented. If you decide to use radio you need to write the jingle and at the end of the course show your radio spot. If it's TV commercial, you must create the story board to describe it. Both must be recorded and presented for the finals. This is in fact your, second period´s exam.
Guerrilla marketing. Design elements for street ads, viral strategies, etc
Public relations: From any event organized design their materials such as posters, invitations, tickets, etc.
Sales promotion: Design the materials suggested, such as flyers, coupons, gifts, etc.
Personal selling: Create budgets, flyers
Publicity: If you consider this as necessary, write and design an article for a newspaper, or a magazine or create an interview and film it.
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