These Marketing activities can be aimed at consumers, trade customers, or a company's employees (commission-based promotions) in order to stimulate consumer purchasing and retailer effectiveness
Types of sales promotions
Sales promotions include free samples, contests, bonuses, trade shows, vacation giveaways, and coupons
Name the basic advertising principles used in advertisements
a) Creating Message Content
c) Sculpting the Message
Creating Message Content
Advertising messages are comprised of informative and persuasive elements.
The informative and persuasive elements combine to make a basic reason for the customer to act.
Sculpting the Message
Turning appeals and features (style, quality, dependability, economy, etc.) into believable advertisements by designing quality artwork, layout, in the production for advertisements
Product advertisements are made up of what three forms
Pioneering product advertisements
Tells consumers what a product is, what it can do, and where it can be found.(usually a target market)
Competitive product advertisements
Promotes a specific brand's features and benefits compared to another brand. Requires research and test results to provide legal support for their claims.
Reminder product advertisements
Products that have achieved high recognition or are in the mature phase of the product life cycle used this to reinforce previous knowledge of a product
Advertising that is used to rebuild goodwill or a new image for an organization, rather than promote a specific good or service.
Four different forms of institutional advertising:
2. Pioneering Institutional
3. Competitive Institutional
4. Reminder Institutional
These advertisements state the position of a company on an important issue. (alcohol manufacturing company stresses responsible use of alcohol)
Pioneering institutional advertisements are used to announce what a company is, what it can do, or where it is located.
These forms of institutional advertising promote the advantages of one product class over another, and are used in markets where different product classes compete for the same buyer.
Similar to reminder advertising for products, these campaigns are designed to bring the target market's attention to the good name of a company rather than its products
Promotional method is concerned with achieving public awareness and maintaining a corporation's positive image in the eyes of the public through the use of media
Five principles of public relations management
1. Press Relations
2. Product Publicity
3. Corporate Communications
Placing noteworthy information in the news media to attract attention to a person, product, or service
Publicizing specific products
Creating internal and external communications to promote understanding of the firm or institution
Dealing with legislators and government officials to promote or defeat legislation and regulation
Management about public issues and company positions and image
Public relations is geared toward what two groups
Ultimate consumers and other public groups
These iIndividuals are specifically targeted by an organization because it iis believed they will be the best personal proponents of a product or service
How dose Public relations target ultimate consumers groups?
a) Spreading information about new and existing products
b) Establishing a system for consumer correspondence
c) Making adjustments in response to complaints
Used to stimulate more effective contact with the public and encourage pride in the company and their products