Promotion, Advertising, and Marketing

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Promotion, Advertising, and Marketing

• From foukeffa.org
• Written by Steve Bouchard
• Oakcrest High School, NJ
• Modified by Georgia Agricultural Education
  Curriculum Office
• To accompany the Georgia Agriculture Education
  Curriculum Course 01051
• July 2002

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Promotion

• Advertising Media
• Visual Merchandising
• Written Advertising
• Publicity and Public Relations

Oakcrest Floral Design 2000
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Promotion

• Promotion is any form of
• communication a business or
• organization uses to inform,
• pursuade or remind people about
• its products and improve its public
• image

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Types of Promotion

• Advertising
• Publicity
• Sale Promotion
• Personal Selling

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Advertising

• the nonpersonal presentation and promotion
• of ideas, goods and services by an identified
• sponsor.
• Advantages

• large numbers see the message
• cost per customer is usually low
• appropriate media can be easily chosen to reach
  target market control of content and easily
  adapted to market
• integrated to media possible TV, radio, print- a
  fixed message
• presell products can influence people to make up
  their mind before they shop

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Advertising

• Disadvantages

• can not focus on individual needs (message the
  same for all)
• can be too costly
• can be wasteful and inefficient
• must be brief, often cannot achieve required depth

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Publicity

• involves creating a demand for a business or
• product by placing news about it in publications
  or
• on radio and or TV
• Image

the way a business or organization is defined in
the public eye Huge audience for news Often
free Has the potential for negative image
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Sales Promotion

• the use of marketing devices such as displays,
• premiums and contest to stimulate purchases

Displays windows floor counter visual forms of
merchandising
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Sales Promotion

• Premiums-prizes, reward as an added inducement to
  make a purchase
• trading stamps
• coupons
• factory packs
• contest, sweepstakes, rebates
• games and discounts offered by
• manufacturers
• product samples

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Personal Selling

• personal contact with the buyer in an oral
• fashion
• Order taker
• Order getting
• Most flexible and individualized promotion
• device

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Promotional Mix

• a combination of different types of promotion
• a business uses to get customers to buy its
• products
• More than one type of media
• Must complement each other
• Stimulate interest in varied forms
• Must be coordinated local vs. national or both
• Insure smooth transitions between areas

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Advertisement Development

• Advertising agencies
• Client services forecast market needs, prepares
  marketing plans
• Creative services creates the advertisement and
  produces the ads
• Research services studies targeted populations
  and their buying behaviors
• Media services makes decisions on how
  advertising budgets will be spent on mediums

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Advertising Media

• Promotional
• helps business by
• creating an interest in products
• introducing new products
• presenting product information
• supporting personal selling efforts
• creating new markets
• Limits bad products
• unlikely to change a customer whose mind
  is already made up

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Media Types

• Print Media
• Newspapers
• Magazines
• Direct Mail
• Billboards
• Directory Advertising
• Transit Advertising

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Broadcast Advertising

• Radio
• reaches 96 of all population over age 12
• 15, 30 and 60 second segments
• selective audience
• flexible and mobile
• short life span
• competitive
• lack of visuals

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Broadcast Advertising

• Television
• Pulls together all medium
• population inclined to believe what they see
• personal and mass audience
• flexible short life span
• cost prohibitive
• audience size not assured
• commercials considered a nuisance

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Specialty Advertising

• Relatively inexpensive novelty items with an
  advertisers name printed on them
• hats
• pens
• calendars
• memo pads
• give away items

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Brands

• A name, design, or symbol that identifies the
• products of a company or group of companies
• Brand Name - Kleenex, Pepsi, Arbys Miracle Whip
• Brand Mark - Fords Blue Oval, U.S. Postal
  Service Eagle
• Trade character - human form Pillsbury Doughboy
• Slogans are often used
• Have a Coke and a smile
• Dodge -Ram Tough

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Selection of Media

• Does the medium reach the greatest number of
  customers at the lowest cost?
• Does the medium provide opportunity to illustrate
  the product?
• Does the medium provide an opportunity to present
  an adequate selling message?

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Selection of Media

• Does the medium present special problems?
• Is the medium flexible in terms of promotion?
• Does the medium meet the targeted geographical
  area?
• Does the medium fit the image of the business and
  offer enough prestige and distinction?

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Parts of a Print Ad

• Headline - lettering slogan or saying that gets
• the readers attention, arouses interest and leads
  
• them to read an ad
• With Prices Like These, Who Needs a Headline?
• After a day of Downhill Skiing, Getting a Fine
• Meal Shouldnt be an Uphill Battle.

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Parts of a Print Ad

• Copy - the selling message
• Conversational
• Appealing
• Dramatic
• Humorous
• Informative

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Parts of a Print Ad

• Illustration - the photograph or drawing of
• the product
• Attract attention
• Create Interest
• Arouse Desire

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Parts of a Print Ad

• Signature - logotype, business id,
• trademark, phone number, etc...

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Visual Merchandising

• The coordination of all physical elements in a
  place of business so that it projects the right
  image to its customers.
• Display - the visual and artistic aspects of
  presenting a product to a targeted group of
  customers

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Elements of Visual Merchandising

• Storefront
• Marquee
• store sign or name
• Entrance
• varies with store design and placement
• Window Display
• promotional
• institutional
• public service

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Elements of Visual Merchandising

• Store layout - the way floor space is allocated.
• selling space
• merchandise space
• customer space
• store interior
• Interior displays
• closed
• open
• point of purchase
• architectural

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Elements of Visual Merchandising

• Interior displays
• one time item - single item display
• line-of-goods - product line
• related merchandise - items that can be used
  together
• variety display - unrelated items
• Setting type
• realistic - depicts a room or area common to a
  house
• semi-realistic - suggests a setting
• abstract - gaining in popularity

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Artistic Elements

• Line - most people read displays right to left
• Color - can make or break a display
• Shape - physical appearance of materials
• Direction - guides a viewers eye over the
  materials
• Texture - surface quality

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Artistic Elements

• Proportion - relationship between elements
• Balance - placement size elements
• Motion - attracts attention
• Lighting - attracts and highlights items for
  display

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Public Relations

• Public relations refers to any activity designed
  to create goodwill towards a business
• Employee relations
• job training
• newsletter
• open communication between management and
  employees
• promotion from within

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Public Relations

• Customer relations
• courtesy
• helpfulness
• customer advisory board
• consumer affairs specialist
• Community relations- activities that gain the
  respect of the community members
• foster good relations
• civil and social activities
• Rotary Club, Junior Achievement

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Marketing is Promotion

• Promotion any form of communication
• used to inform, persuade, or remind
• people about a businesss products and
• improve its public image. This includes
• advertising, publicity, sales promotion
• and personal selling.