5.02 Explain the promotional mix and the different forms of promotion.

1
5.02 Explain the promotional mix and the
different forms of promotion.
2
Elements of The Promotional Mix

• Any combination of the different forms of
  promotion to sell _______ and _______

3
Different Forms of Promotion - Advertising

• Any paid, non-personal form of communication by
  an identified ________
• Examples include TV commercials, magazine
  advertisements, direct mail, and the Internet

4
Different forms of promotion Sales Promotion

• Activities or communications that encourage
  consumers to purchase ________
• Example include giveaways, sweepstakes, free
  samples, award shows, contests, and coupons

5
Different forms of promotion Personal Selling

• Personal selling is face-to-face, personalized
  communication between a ______ and a _______
• Examples include presentation of a demo from a
  recording artist to a record label executive

6
Different forms of promotion Public or
Community Relations

• Activities used by a business or organization to
  gain and maintain a positive relationship between
  ____________ and the ___________

7
Two types of Public or Community Relations

• The internal community includes the ________ of
  the company or organization
• For example, Coke holding an annual picnic for
  employees and their families.

8
Two types of Public or Community Relations

• The ________ community includes people outside of
  the company or organization
• For example, Pepsi donating circus tickets to a
  Big Brother/Big Sister organization.

9
Different forms of promotion - Sponsorship

• The financing of a sports or entertainment entity
  (athlete, league, team, concert, or event) by a
  business in return for ________ or _________

10
Types of media used in advertising- Print media

• Any ______ form of communication used to inform,
  persuade, or remind consumers about _______ or
  ________ offered

11
Print Media - Newspaper

• The most ________ and the most cost ________ type
  of print media
• Newspapers are most effective for local
  businesses that are trying to reach a specific
  ____________ market

12
Print Media - Magazines

• Likely to be used by advertisers to ________ the
  market based on ___________ and ____________
  segmentation
• For example men more likely to subscribe to
  Field and Stream, so this would be cost effective
  for a brand of mens razors.

13
Print Media Direct Mail

• Sent ________ to customers, or potential
  customers of a particular store
• For example all Blockbuster Video members would
  receive a flyer announcing a special sales event

14
Print Media Outdoor Advertising

• Includes any ______ signs and billboards
• Outdoor advertising provides 24-hour __________

15
Print Media Transit Advertising

• Uses ______ transportation, such as buses, bus
  stands, taxicabs, and subways to post advertising
  messages

16
Types of media used in advertising Broadcast
Media

• Any _______ and/or _______ form of communication
  used to inform, persuade, or remind consumers
  about goods or services offered

17
Broadcast Media - Radio Advertising

• Advertisers match their target market to a radio
  station that segments a particular _______.
• Has the ability to reach a ______ audience.

18
Broadcast Media - TV Advertising

• Includes commercials and infomercials
• Is the most _______ type of broadcast media as
  well as the most _______

19
Types of media used in advertising Online Media

• Is the placement of ________ messages on the
  Internet World Wide Web

20
On-line Media Banner Ads

• Are rectangular boxes at the top or bottom of web
  sites that are used to ________ a web site or
  business

21
On-line Media Pop-up Ads

• Pop-up advertisements are the advertisements that
  _______ and interrupt Internet surfing

22
On-line Media E-mail Ads

• Are used to tailor messages to fit individual web
  _______
• E-marketers compile or purchase customers
  databases containing ________ based on sites
  visited by web ______

23
Types of media used in advertising Specialty
Media

• Include _______ items with a company name
  written on them
• Examples include calendars, pens, magnets, and
  coffee mugs

24
Types of media used in advertising Miscellaneous

• Many other creative ways of communicating
  advertising messages to ________
• Examples include blimps, supermarket carts, hot
  air balloons, and in-theater advertisements

25
5.02 Explain the promotional mix and the
different forms of promotion.
26
Forms Of Sales Promotions Annual Awards Shows

• Academy Awards (_______)
• awarded by Academy of Motion
• Picture Arts Sciences
• Nomination generates media coverage and increases
  ticket sales
• Producers and studios promote films to Academy
  members through trade publications and talk-show
  circuit

27
Forms Of Sales Promotions Annual Awards Shows

• National Academy Of Recording Arts and Sciences
  (NARAS) award the _________ Awards
• NARAS is an association of more than 13,000
  recording professionals
• A Grammy might draw attention to an artist, but
  does not guarantee acceptance in form of ______

28
Forms Of Sales Promotions Annual Awards Shows

• _______ Awards are awarded by 2 branches of the
  same organization
• Academy of TV Arts and Science awards prime-time
  Emmy Awards for night time television and Daytime
  Emmy Awards for daytime television

29
Forms Of Sales Promotions Annual Awards Shows

• Emmy Awards draws monumental attention to TV
  shows
• _______ viewing because of winning
  actors/actresses

30
Forms Of Sales Promotions Annual Awards Shows

• _______ Awards are awarded to theater
  professionals for outstanding achievement

31
Forms Of Sales Promotions Annual Awards Shows

• ______ Awards by ESPN and are awarded for
  excellence in sports performance
• Nominating committee consists of sports
  executives, journalists and retired athletes

32
Forms Of Sales Promotions Annual Awards Shows

• Besides athletes and coaches, many actors and
  musicians attend and participate in event
• _______ Awards make contributions to the V
  Foundation, established by ESPN in honor of the
  late NCSU Basketball Coach Jim Valvano

33
Forms Of Sales Promotions Trade Shows
Conventions

• Provide ________ opportunities for manufacturers
  wholesalers, retailers, and movie producers to
  learn about and support _____ products in the
  industry

34
Forms of Sales Promotions - Incentives

• Used to generate ________, ________, and _______
  sales.

35
Forms Of Sales Promotions - Incentives

• Contests
• Prizes are awarded based on contestant ____
  and/or ______
• Examples include American Idol, Fear Factor, and
  Dog Eat Dog

36
Forms Of Sales Promotions - Incentives

• Sweepstakes
• Prizes awarded based on the ______ or ______ of
  the contestant
• Examples include winning concert tickets from a
  local radio station
  
  
  

37
Forms Of Sales Promotions - Incentives

• Rebates
• _______ offered by manufacturer when consumer
  purchases a sports entertainment good or service
  during specified time period
• For example mail-in rebates for purchasing two
  DVDs at a time

38
Forms Of Sales Promotions - Premiums

• Low cost items given away with the sponsors
  product as part of a sales _______
• For example Powerade gives away a cooler with a
  purchase of a case of powdered drink mix

39
Forms Of Sales Promotions - Premiums

• Coupons
• Offer ______ reductions and found in print
  advertisements, inserted inside packaging,
  incorporated as part of the product package, or
  mailed to consumers
• For example Blockbuster coupons on popcorn
  packaging or coupons inserted in Sunday newspaper

40
Forms Of Sales Promotions - Premiums

• Traffic-builders
• Low _____ items given to customers for ________
  an event, or visiting a store
• For example, first 200 customers to attend grand
  opening of new Sports Authority receive a Sports
  Authority key chain

41
Forms Of Sales Promotions - Sampling

• Sampling
• Refers to giving consumers a _____ for
  sporting event or concert
• For example fan participation at a track and
  field event and Faith Hill selecting member of
  the concert audience to stand with her on stage

42
5.02 Explain the promotional mix and the
different forms of promotion.
43
Analyze the steps of promotional planning

1. Determine ______ for reaching target market

44
Analyze the steps of promotional planning

• Push strategies
• Used by manufacturer to convince or _______
  retailers to carry and promote products
• Relies heavily on personal selling and sales
  _______

45
Analyze the steps of promotional planning

• Pull strategies
• Directed towards customers to increase their
  interest and demand for _______
• Customers will pull or _______ retailers to
  carry sports or entertainment products.
• Relies heavily on advertising

46
Analyze the steps of promotional planning

• Determine the ________ of the promotional
  activity
• For example, is the objective to increase sales,
  increase market share, or create brand awareness ?

47
Analyze the steps of promotional planning

• Establish a promotional ________
• No exact science exists for establishing a
  promotional budget

48
Analyze steps of promotional planning - Budgets

• Common methods of determining budgets include
• Percentage of expected_______.
• Based on a percentage of past or ________sales to
  determine budget
• Advantages include _____ financial risk.
  Disadvantages include sales may ________ reducing
  promotional budget

49
Analyze steps of promotional planning - Budgets

• Objective and task method
• Company determines promotional _____ , steps
  needed to meet goals and calculates cost for
  promotional activities
• Most _____ effective method for it takes into
  account what company wants to accomplish

50
Analyze steps of promotional planning - Budgets

• Competitive equivalence
• Involves _______ competitors promotional outlay
• ________ method because it takes into account
  competitors objective only

51
Analyze steps of promotional planning - Budgets

• Whimsical allocation
• All money _______ after expenses is allocated as
  promotional budget
• Short-term method used to increase sales by
  building _______

52
Analyze the steps of promotional planning

• Develop promotional mix
• Specific ____ chosen should take into
  consideration the target market, promotional
  goals, promotional budget
• Care should be given to aligning ______ and
  ______ promotional efforts