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Promoting
Products

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What Is Promotion?
Aspect of the marketing
mix concerned with the
most effective
techniques for selling a
product

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Information and Exchange

Values
Promotions seek to accomplish
four goals:
Make potential customers aware
of products
Make them knowledgeable about
products
Persuade them to like products
Persuade them to purchase
products
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Promotional Objectives
Communicating Information
Positioning Products
Positioning is the process of establishing
an identifiable brand image in the minds
of consumers

Adding Value
Increasing Sales Volume

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Promotional Strategies
Pull strategy appeals directly to
consumers who will demand the product
form retailers
Push strategy encourages wholesalers
or retailers to market products to
consumers

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The Promotional Mix

Types of promotional tools:
Advertising
Personal Selling
Sales Promotions
Publicity
Public Relations
Word of Mouth
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What Is Advertising?
Promotional tool
consisting of paid,
nonpersonal
communication used by
an identified sponsor to
inform an audience
about a product
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Advertising Strategies
Persuasive advertising seeks to
influence consumers to buy a
companys products rather than its
rivals
Comparative advertising indirectly
compares two or more products
Competitive advertising directly
compares two or more products
Reminder advertising helps to keep
the product name in the consumers
mind
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Advertising Strategies
Generic (Primary) Demand Advertising
promotes a generic product category rather
than a particular brand
Selective (Secondary) Demand Advertising
promotes selective brands
Product Advertising promotes a product or
a group of products
Institutional Advertising promotes an
organization rather than a specific product

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What Is Advertising
Media?

Variety of
communication
devices for carrying a
sellers message to
potential customers

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Advertising Media

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Television
Newspapers
Direct Mail
Radio
Magazines
Outdoor Advertising
Internet Advertising

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What Is an Advertising
Campaign?

Arrangement of ads in
selected media to
reach targeted
audiences

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What Is an Advertising
Agency?

Independent company
that provides some or
all of a client firms
advertising needs

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What Is Personal
Selling?
Promotional tool in
which a salesperson
communicates oneon-one with potential
customers

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What Is Telemarketing?

Use of telephone
solicitations to
conduct the
personal selling
process
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Personal Selling Situations

Retail selling is selling a
consumer product for the
buyers personal or
household use
Industrial selling is selling
products to other
businesses, either for the
purpose of manufacturing
other products or for resale
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Types of Personal Sellers

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Inside Order Taker

Outside Order Taker
Delivery Sales Person
Inside Seller
Outside Seller
Sales Engineer
Sales Consultant

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What Is a Sales
Promotion?
Short-term promotional
activity designed to
stimulate consumer
buying or cooperation
from distributors, sales
agents or other
members of the trade

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Types of Sales Promotions

Coupons are certificates entitling bearers to
savings off regular prices
Point-of-Purchase (POP) displays are used to
grab customers attention as they move through
stores
Premiums are gifts given to consumers in return for
buying a specified product
Trade shows are sponsored by industries for
members and customers
Discount is a temporary price reduction
Patronage rewards are given on sustained usage
of a product
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What Is Publicity?

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Promotional tool in
which information
about a company or
product is
transmitted by
general mass media
Publicity is free
Publicity can be good
or bad

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What Is Public
Relations?
Company-influenced
publicity directed at
building goodwill with
the public or dealing
with unfavorable
events

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Word of Mouth
Any communication about an
organization, its products, or policies
thru the personal interaction of people in
a society.