PROMOTION

Any form of communication a

business or company uses to
inform, persuade, or remind
people about products and to
improve its image
 Discussion
• How are promotion and
communication similar?
 Lesson Objectives
• Define promotion
• Identify purposes of promotion
• Define institutional promotion
• Identify 5 types of promotion
• Define promotional mix
 Purposes of Promotion
• Convince potential customers to buy
• Explain features/benefits of products
• Tell where products are sold
• Advertise sales on products
• Answer customers’ questions
• Introduce new products
• Create a favorable image of the company
or product
Institutional Promotion

Used to create a
favorable image of the
company, rather than to
directly sell products
 Discussion
• Why would an organization
promote itself and not its
products?
 Types of Promotion
• Advertising
• Sales Promotion
• Personal Selling
• Publicity/ Public
Relations
• Visual
Merchandising
 ADVERTISING
The non-personal
presentation of
ideas and
products by an
identified sponsor.
**PAID FOR**
 Discussion
• Describe the process or steps
that happen when
communication is taking place.
 SALES PROMOTION
2 for 1 Sale $2 off
after 8PM
Buy One, on Tuesday
Get One
Free
• stimulate purchases
• increase store traffic
PERSONAL SELLING
The PERSONAL presentation of a
product or company to one or
more potential buyers
 Discussion
Is telemarketing a form of
promotion?
If so, what type of promotion is
it?
 PUBLICITY
PUBLIC RELATIONS
Creating demand
for a business or
product by placing
news about it in
the media
Visual Merchandising

The coordination of all physical

elements in a place of business
so that it projects the right
image to its customers
 Discussion
• List one situation or product
for which each type of
advertisement would be
appropriate.
Can you name a type of business
that…
• Uses a lot of advertising and sales
promotion, but very little personal
selling?
• Uses very little advertising, but lots
of personal selling?
 What types of promotion do
you think the following
businesses use?
• Hayes Chrysler/Jeep
• Ruby Tuesday
• Cigarette manufacturers
• Avon Corporation
• ebay
 The combination of
promotion types represents
a product’s
PROMOTIONAL MIX
 Quiz
Describe the promotional mix that
would be appropriate for a
business and product(s) that you
choose.
Explain how you would use each
type of promotion.
Tell why you would or would not use
each type of promotion.