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Razzle Razzle DazzleDazzle
Promotion LAP 2
The Nature of Promotion
ObjectivesObjectives
Explain the role of promotion in marketing.
Describe types of promotional objectives.
Razzle DazzleRazzle Dazzle
ObjectiveObjective
Explain the role of promotion in marketing.
You’ve created an exciting You’ve created an exciting new iPhone application.new iPhone application.
You’ve created an exciting You’ve created an exciting new iPhone application.new iPhone application.
You need potential customers to know:You need potential customers to know:You need potential customers to know:You need potential customers to know:
Your product existsYour product exists
What it will do for themWhat it will do for them
Where they can purchase itWhere they can purchase it
How much it costsHow much it costs
Your product existsYour product exists
What it will do for themWhat it will do for them
Where they can purchase itWhere they can purchase it
How much it costsHow much it costs
You need You need promotion!promotion!You need You need promotion!promotion!
Promotion Basics
PromotionPromotion——marketing function needed to marketing function needed to
communicate information about goods, communicate information about goods, services, images, and/or ideas services, images, and/or ideas to achieve a desired outcometo achieve a desired outcome
The element of the marketing mix The element of the marketing mix that encourages customers to buy that encourages customers to buy or to have certain views or opinionsor to have certain views or opinions
Can also be described as Can also be described as marketing communication because marketing communication because
it involves sending a marketing it involves sending a marketing message to a target audiencemessage to a target audience
Any organization with something to sell Any organization with something to sell
Who Uses Promotion?Who Uses Promotion?
Large and small businesses
Large and small businessesExamples
Any organization with something to sell Any organization with something to sell
Who Uses Promotion?Who Uses Promotion?
Government agencies
Government agencies
Special interest groups
Special interest groups
Producers Producers
Any organization with something to sell Any organization with something to sell
Who Uses Promotion?Who Uses Promotion?
Intermediaries (middlemen)
Intermediaries (middlemen)
Individuals, such as political candidates
Individuals, such as political candidates
Characteristics of Effective PromotionCharacteristics of Effective Promotion
Persuasive—must convince customers that the product or company can satisfy specific needs
Persuasive—must convince customers that the product or company can satisfy specific needs
Relevant—must be of interest to the target audience
Relevant—must be of interest to the target audience
Appropriate—must “fit” the product Appropriate—must “fit” the product
Characteristics of Effective PromotionCharacteristics of Effective Promotion
Factual—must not be misleading Factual—must not be misleading
Repetitive—must create sustained interest Repetitive—must create sustained interest
Coordinated—must be in sync with other promotional messages
Coordinated—must be in sync with other promotional messages
Benefits of PromotionBenefits of Promotion
Increased salesIncreased sales Increased salesIncreased salesStrong positionStrong positionStrong positionStrong position Increased Increased customer customer loyaltyloyalty
Increased Increased customer customer loyaltyloyalty
Improved Healthcare!
Lower Taxes!
Increased Increased product/company product/company awarenessawareness
Increased Increased product/company product/company awarenessawareness
Benefits of PromotionBenefits of Promotion
• Jobs in promotionJobs in promotion
• Jobs in productionJobs in production
• Jobs in promotionJobs in promotion
• Jobs in productionJobs in production
Better informed, more Better informed, more satisfied customerssatisfied customers
Better informed, more Better informed, more satisfied customerssatisfied customers
Increased Increased employment employment opportunitiesopportunities
Increased Increased employment employment opportunitiesopportunities
Benefits of PromotionBenefits of Promotion
• TelevisionTelevision
• RadioRadio
• NewspapersNewspapers
• MagazinesMagazines
• InternetInternet
• TelevisionTelevision
• RadioRadio
• NewspapersNewspapers
• MagazinesMagazines
• InternetInternet
Increased media supportIncreased media support——promotional promotional dollars for:dollars for:
Increased media supportIncreased media support——promotional promotional dollars for:dollars for:
Promotion CostsPromotion Costs
Promotion costs can add up.
Marketers plan ahead and create reasonable, appropriate budgets.
ObjectiveObjective
Describe types of promotional objectives.
Promotion ObjectivesPromotion Objectives
Used most often for new products
Also used for older products with new uses
NewNew
To inform
Used to educate customers on how to use productsHow to be digital-ready:
Promotion ObjectivesPromotion Objectives
Used most often with highly competitive products
Often includes incentives
To persuade
Used to stimulate action
Sometimes used to boost company image
Promotion ObjectivesPromotion Objectives
Used to reinforce positive opinions that already exist
To remindTo remind
Used most often to promote a company rather than an individual product
A promotion may aim to achieve one, two,
or all three of these objectives.
Was it for a company or for a specific product?
Did you find it relevant and appropriate?
Was the promotion meant to inform, to persuade, or to remind?
Was it for a company or for a specific product?
Did you find it relevant and appropriate?
Was the promotion meant to inform, to persuade, or to remind?
Choose one promotion you’ve seen
in the past week.
How did it affect you as a consumer?
How did it affect you as a consumer?
Individuals such as political candidates use promotion to convince the public to agree with them or to vote for them.
Sometimes, along with positive promotions about themselves, political candidates or parties include negative advertisements about their opponents in their promotional campaigns.
These promotions aren’t illegal, but are they ethical?
What do you think?
Acknowledgments:
Lelia Ventling and Sarah Bartlett Borich, MBAResearch
Version 1.0
Copyright 2010
MBA Research and Curriculum Center
Original Developers:
Digital-based photography sources:Digital-based photography sources:
Microsoft Clip Gallery LiveVarious clipart used in conjunction with PowerPoint 2003® Clip Art, Microsoft® All rights reserved. One Microsoft Way, Redmond, WA, USA http://dgl.microsoft.com
Liquid LibraryVarious images used in this presentation are ©2007 Liquid Library All rights reserved http://www.liquidlibrary.com
Copyright:All photographic digital images on this CD are owned by the aforementioned photographic resources or their licensors and are protected by the United States copyright laws, international treaty provisions, and applicable laws. No title to or intellectual property rights to the images on this CD are transferred to you. These sources retain all rights and are not to be used, digitally copied, transferred, or manipulated in any way. To do so is a violation of federal copyright laws.