Promotion

Front 1

Describe Promotion

Back 1

Activities that communicate the product or service and its merits to target customers and persuade
them to buy

Front 2

What is included in the Promotion mix?

Back 2

1. Promotion
2. Advertising - presentation
3. Sales promotions – incentives to encourage purchase
4. Personal selling – building customer relationships
5. Direct marketing – direct communication with selected customers
6. Public relations (PR) – building good relations

Front 3

1. Promotion

What is the Buyer readiness strategy?

Back 3

= the stages that consumers normally pass through on their way to
purchase

Awareness (Awareness: brand name recognition)-->

Knowledge(awareness about the brand or company)-->

Liking(there is a level of positive attitudes for the product brand/company among the consumers)-->

Preference(the consumer may like the brand but still does not prefer it before other brands.)-->

Conviction(conviction that the consumer should buy that specific brand.)-->

Purchase (the communicator must lead the way to a decision to purchase.)

Front 4

1. Promotion

Whats included in the Message design:

Back 4

Message content – what to say
Message structure – how to say it
Message format – layout and design

Front 5

1. Promotion

What is included AIDA Model

Back 5

Attention
Interest
Desire
Action

Front 6

1. Promotion

What is included in Channels of communication?

Back 6

Personal channels
-Word of mouth – personal communication between friends and family
- Buzz marketing – getting opinion leaders to spread information about product

Non-personal channels
- Media
-Events
-Atmosphere

Front 7

1. Promotion

Promotion mix strategies (2):

Back 7

Push strategy
- To use sales force & trade promotion to push the product through the channels. The producer promotes the product to channel members to induce them to carry the product & promote
it to the final customers = pushed through the channel
¨
Pull strategy
- To spend a lot on advertising to induce the final customer to buy the product. If the
strategy works, the consumers will demand the product from the channel members, who then will
demand it from producers= pulled through the channel

In recent years Push strategy is more common, because…
1. Mass media is expensive
2. Hard to mass advertise tailored products
3. Demand from retailers

Front 8

2. Advertising

Describe advertising and the three purposes of it.

Back 8

“Any paid form of non-personal presentation and promotion of ideas, goods, or services by an
identified sponsor”

Purpose:
1. Informative advertising – communicating, informing, suggesting, building image

2. Persuasive advertising – building brand preference, encouraging, convincing

3. Reminder advertising – maintain customer relationships

Front 9

2. Advertising

What is •Reach
•Frequency
•Media

Back 9

Reach: is the percentage of people in the target market exposed to an ad campaign during a given
period

Frequency: is the percentage of people in the target market exposed to an ad campaign during a
given period

Media: impact is the qualitative value of an exposure through a given medium

Front 10

3. Public relations (PR)

Describe PR.

Back 10

reference to building good relations with the company’s various publics by obtaining favorable
publicity, buildning up good ‘corporate image’, and handling or heading off unfavorable rumors,
stories and events.

Front 11

3. Public Relations (PR)

What are Responsibilities of PR departments

Back 11

Press relations

Product publicity

Public affairs

Lobbying

Investor relations

Development

Front 12

4. Personal selling

Describe Personal Selling.

Back 12

Personal presentation by the firm’s sales force for the purpose of making sales and building customer
relationships.

Front 13

4. Personal Selling

Describe Sales person.

Back 13

- an individual representing a company to customers by performing one of more the following activities:
prospecting,
communicating,
selling,
servicing,
information gathering
and relationship building.

Front 14

4. Personal Selling

What is the The personal selling process?

Back 14

Prospecting & qualifying ->
Pre-approach ->
Approach ->
Presentation & demonstration ->
Handling objections ->
Closing ->
Follow-up

Front 15

5. Sales promotion

Describe Sales promotion.

Back 15

Is a short-term incentive to encourage the purchase or sale of a product or service

Front 16

5. Sales promotion

what are the 2 Types of sales promotion (SP):

Back 16

Consumer promotion = sales promotions designed to stimulate purchasing
o Coupons
o Premiums
o Contests/games
o Sampling
o Price packs

Trade (retail) promotion = SP designed to gain reseller support & to improve reseller efforts.
o Discounts
o Free goods
o Loyalty programs
o Training
o Trade shows
o Sales contests

Front 17

5. Sales promotion

Why use SP, 2 reasons?

Back 17

B2B;
o Get retailers to carry new products
o Induce them to buy ahead
o Persuade them to advertise our products & give us more shelf space

B2C;
o Increase short term sales
o Build long term market share
o Urge consumers to try new products
o Lure customers away from competitors
o Reward loyal customers

Front 18

6. Direct Marketing

Describe Direct Marketing.

Back 18

Is the direct communication with carefully targeted individual customers to both obtain an
immediate respone and cultivate lasting customer relationships

o E-mail
o Websites
o Interactive television
o Mobile communication
o Mail
o Telephone

Front 19

6. Direct Marketing

Describe the benefits for buyers & Sellers.

Back 19

Benefits for:

Buyers: convenience, ease, privacy, access, selection, information, interactivity, immediacy

Sellers: selection, information, interactivity, immediacy

Front 20

6. Direct Marketing

Which are the Forms of direct marketing.

Back 20

Forms of direct marketing:
*Face-to-face selling
*direct-mail marketing
(marketing through mailings that include letters, catalogues, ads, CDs, DVDs, samples, foldouts and other ’salespeople on wgs’ sent to prospects on mailing lists)
*Catalogue marketing
(is direct marketing through print, video or electronic catalogues that are mailed to selected customers, made available in stores or presented online
Telephone marketing - Using the telephone sell directly to consumers
-Inbound: receive orders (like TV-shop - you call in)
-Outbound: call somebody to increase sales)
*Telemarketing
*Direct-response television marketing
(: the marketing of products or services via television
commercials and programs which involve a responsive element. (Like TV-shop))
*Kiosk marketing
*New digital technologies
(-mobile phone marketing (SMS & MMS)
-Podcasts or Vodcasts )
*Online marketing
(companies efforts to market products and services and build customer relationships over the Intern