![PROMOTION in an ORGANIZATION * * Promotion and the Promotion Mix ,[object Object],LG1 16-](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)
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Chap016
- 1. * * Chapter Sixteen Using Effective Promotions Copyright © 2010 by the McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin
- 8. MAJOR CATEGORIES of ADVERTISING c * * LG2 Advertising: Informing, Persuading and Reminding 16- Category What it is Retail From retail stores to consumers Trade From manufacturers to wholesalers and retailers B2B From manufacturers to other manufacturers Institutional Creates a desirable image for an organization Product Creates a desirable image for a product or service
- 9. MAJOR CATEGORIES of ADVERTISING (Continued) * * LG2 Advertising: Informing, Persuading and Reminding 16- Category What it is Advocacy Supports a particular view of an issue Comparative Compares competing products Interactive Customer-oriented ads that allows customers to choose information to receive Online Computer ads featured on different sites Mobile Ads that reach consumers on cell phones
- 10. ADVERTISING EXPENDITURE by MEDIA in $ MILLIONS * * Advertising: Informing, Persuading and Reminding LG2 16- Rank Media Projected 2008 Spending % of Total Ad Spending 1 Direct Mail $63,732 21.6 2 Broadcast TV 48,300 16.4 3 Newspaper 42,147 14.3 4 Cable TV 21,718 7.4 5 Radio 18,635 6.3 6 Yellow Pages 14,705 5.0 7 Consumer Magazine 14,106 4.8 8 Internet 12,722 4.3 Other 58,311 19.8 Total 294,376 100.0
Notas do Editor
- See Learning Goal 1: Identify the new and traditional tools that make up the promotion mix.
- See Learning Goal 1: Identify the new and traditional tools that make up the promotion mix. Integrated marketing communication combines the various promotional tools to reach the consumer.
- See Learning Goal 1: Identify the new and traditional tools that make up the promotion mix.
- See Learning Goal 1: Identify the new and traditional tools that make up the promotion mix. Dear Mr. Postman… This slide highlights the steps in launching a direct-mail campaign Direct-mail is the number one form of advertising, accounting for 21.6% of all ad dollars spent Ask students to discuss the following: Why is direct-mail so popular as a form of advertising? ( Answers may vary but students should understand that the cost of direct-mail and the ability to target specific demographic groups make direct-mail a popular choice.) Once students have discussed the benefits of direct-mail ask them about the drawbacks of this form of advertising. ( The main drawback to this form of advertising is that people will look at each mailer as just more junk and throw it in the trash can. )
- See Learning Goal 2: Contrast the advantages and disadvantages of various advertising media, including the Internet. Advertising is different from public relations, since advertising is paid and public relations is free.
- See Learning Goal 2: Contrast the advantages and disadvantages of various advertising media, including the Internet.
- See Learning Goal 2: Contrast the advantages and disadvantages of various advertising media, including the Internet. If time permits, ask students to bring magazines and newspapers with examples of the above advertising categories.
- See Learning Goal 2: Contrast the advantages and disadvantages of various advertising media, including the Internet.
- See Learning Goal 2: Contrast the advantages and disadvantages of various advertising media, including the Internet. Before showing this slide ask students to guess the top five forms of direct advertising.
- See Learning Goal 2: Contrast the advantages and disadvantages of various advertising media, including the Internet.
- See Learning Goal 2: Contrast the advantages and disadvantages of various advertising media, including the Internet.
- See Learning Goal 2: Contrast the advantages and disadvantages of various advertising media, including the Internet. Culturally sensitive advertising is key to successful international marketing.
- See Learning Goal 3: Illustrate the steps of the B2B and B2C selling processes. Selling is about more than trying to convince someone to buy a product; it is about listening to the needs of the customer.
- See Learning Goal 3: Illustrate the steps of the B2B and B2C selling processes. A key to B2B selling is qualifying customers, so that time is not wasted on customers who do not have a need.
- See Learning Goal 3: Illustrate the steps of the B2B and B2C selling processes.
- See Learning Goal 3: Illustrate the steps of the B2B and B2C selling processes. Buy This! There are several strategies for selling that have been proven to work. Some of those are listed on this slide. Ask students to get into small groups or turn to a neighbor and discuss why they think these strategies work. Have students think about which of these strategies they think are the most successful (rank order) and support their answers. Ask students: Was it easy to rank order these? Do you think some are more effective than others? Why?
- See Learning Goal 3: Illustrate the steps of the B2B and B2C selling processes. Whoops! There are several mistakes people make when trying to make the sale. Those are listed on this slide. Ask students if they have ever decided not to purchase something because of a sales person. What made them not want to buy from that particular person? Remind students that being in sales is more than just a job. Sales people often work long hard hours, but the payoff can be great.
- See Learning Goal 4: Describe the role of the public relations department, and show how publicity fits in that role.
- See Learning Goal 4: Describe the role of the public relations department, and show how publicity fits in that role.
- See Learning Goal 4: Describe the role of the public relations department, and show how publicity fits in that role.
- See Learning Goal 5: Assess the effectiveness of various forms of sales promotion, including sampling.
- See Learning Goal 5: Assess the effectiveness of various forms of sales promotion, including sampling. Promotion needs to tie into the overall marketing strategy of the product being sold.
- See Learning Goal 5: Assess the effectiveness of various forms of sales promotion, including sampling. According to marketing consultant Jay Conrad Levinson, authentic advertising is like word-of-mouth which is often the most powerful form of promotion.
- See Learning Goal 6: Show how word of mouth, e-mail marketing, viral marketing, blogging, podcasting, and mobile marketing work.
- See Learning Goal 6: Show how word of mouth, e-mail marketing, viral marketing, blogging, podcasting, and mobile marketing work. Twitter, blogging, and podcasting are rapidly changing how products are promoted.
- See Learning Goal 6: Show how word of mouth, e-mail marketing, viral marketing, blogging, podcasting, and mobile marketing work.