Documente Academic
Documente Profesional
Documente Cultură
Promotion- any form of communication a business or organization uses to inform, persuade, or remind people about its products and improve its public images. Product promotion - used to convince potential customers to buy products from it instead of from a competitor.
Explains major features and benefits of its products Tells where those products are sold Advertises sales on those products Answers customer questions Introduces new products
ME Ch 19 1
ME Ch 19
ME Ch 19
ME Ch 19
Disadvantages of Publicity
Give up much of your control of your message Not all publicity is positive
ME Ch 19
3 Characteristics
Short term activities Offers some type of incentive Can be successfully used in all channels of distribution
ME Ch 19 7
ME Ch 19
ME Ch 19
10
Incentives - higher-priced products given in contests or sweepstakes 5. Product Samples - free trial size of a product that is sent through the mail, distributed door-to-door, or through retail stores and trade shows
ME Ch 19
11
ME Ch 19
12
ME Ch 19
13
ME Ch 19
14
Promotional Mix
Factors affecting the selection of a promotional mix
Good, Service, or Idea
Type of product Product nature Stage of life cycle
Products market
Type of consumer Number of Consumers Geographical location
ME Ch 19 15
Promotional Mix
Distribution System Products Company
Historical perspective Available funds Size of sales force
Competition
ME Ch 19
16
Disadvantages
Lack of control by the business - bad stories can get printed
ME Ch 19
17
Audiences for PR
Internal Audiences - groups within the organization
Employee Relations - goal is to keep your employees happy by using:
Tuition reimbursement Newsletters Health and wellness programs Opportunities for communications
ME Ch 19
19
Audiences for PR
External Audiences - groups outside the organization Customers - Satisfied customers = repeat business. Ways to keep customers happy include:
Provide special services and amenities such as gift-wrapping, check cashing, free delivery, free parking, etc. Advisory boards - panels of consumers that make suggestions about products and businesses Customer newsletters, annual reports Customer events - seminars, lunches, entertainment
ME Ch 19
20
Audiences for PR
Community - company sponsors activities that benefit the civic, social, and cultural life of the community. Activities can include:
School partnerships - HP donating computers to the high school Sponsorship of community events Scholarships
ME Ch 19
21
Public Relations
News Release - a pre-written story about the company that is sent to various media for publication. It usually contains information about the companys employees, stores, operations, products, corporate philosophy, or participation in an event or program. Can contain hard or soft news.
Hard News - information that should be announced right away because the public will want to know about it immediately Soft News - information that does not need to be announced immediately because it will be of as much interest to the public later as it is now
ME Ch 19
22
ME Ch 19
23
24
Public Relations
Press Kit - a folder containing articles, news releases, feature stories, and photographs about a company, product, or person. Press kits are given to the media to assist them in reporting on the intended news item. Press Conference - a meeting in which media members are invited by the business or organization to hear an announcement about a newsworthy event.
ME Ch 19
25