PROMOTIONHANDOUTI. Advertising [ Thanh Hieu]1. DefinitionAdvertising is any paid form of non-personal…………………….and………………….....
Audiovisual Materials: films, slide-and-sound programs, videocassettes andaudiocassettes.………….. ………….. Materials: logos, s...
III. Sales Promotion [ Minh Khoa ]1. DefinitionPersuading a potential customer……………….. tacticsNot use to build long-term l...
Persuasive effectPotential for development of relationshipAdaptableOpportunity to close the saleb. Disadvantages…………………………...
 Creating hyper3. Sales Promotion …………………………………………………………….4. Personal selling In 2009, when retail sales declined around...
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Promotion handout

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Promotion handout

  1. 1. PROMOTIONHANDOUTI. Advertising [ Thanh Hieu]1. DefinitionAdvertising is any paid form of non-personal…………………….and…………………..of ideas, goods or services throughmass media such as newspapers, magazines, television or radio by an identifiedsponsor.2. Important Decisions in Advertisinga. Setting…………………b. Setting the………………… ……………………c. Setting the ………………….. ……………………Creating advertising messages:Selecting advertising media3. The effects of advertising on consumersChange a consumer’s………………..attitude toward a product, or reinforcea………………….attitude.Affect consumer ranking of a brand’s attributes.II. Public Relations [ Phuong Loan ]1. DefinitionPublic relations is a………… ………… ………….that builds mutually beneficialrelationships between organizations and their publics(The Public Relations Society of America - PRSA)2. FunctionsAny or All of the following functions:Press relations……………….. RelationsProduct Public RelationsPolitical and Government RelationsFinancial Relations……………………. relationsDevelopment3. ToolsNews: find or create favorable news about the company and its products andpeople.……………: company executives give talks at trade associations or salesmeetings.Special Events: news conferences, press tours, grand openings, fireworksdisplays, laser show, hot air balloon releases, multimedia presentations, etc.………….. Materials: annual reports, brochures, articles, company newslettersand magazines.
  2. 2. Audiovisual Materials: films, slide-and-sound programs, videocassettes andaudiocassettes.………….. ………….. Materials: logos, stationery, brochures, signs, businessforms, business cards, uniforms, buildings, company cars and trucks.…………. ………….. Activities: contributing money and time to public serviceactivities.Web Sites4. Public Relations and Advertisinga. SimilaritiesDesigned to raise awareness of a company or product in a positive manner.The company target its messages toward a particular audience.b. Differences
  3. 3. III. Sales Promotion [ Minh Khoa ]1. DefinitionPersuading a potential customer……………….. tacticsNot use to build long-term loyalty2. PurposesAttract new customerEncourage use product and make them brand loyal…………….. a competitor’s promotion activitiesIntroduce new product-penetrate the market3. Target of sales promotiona. Customer Promotion ( Pull strategy)Target at ……….….. ……………..Encourages the customers to make a purchaseType of Consumer Promotion- …………………- …………………- ………………………b. Trade sales promotion ( Push strategy)Target at distribution channelEncourages the channel members to stock the productType of Trades Sales Promotion- ……………………………. displace- Cooperative Advertising- ……….. ………………… program- Trade allowancesIV. Personal selling [ Quang Minh ]1. Definition……….. ……..and………………… a customer to buy something2. Role of personal selling in business:Involving two-way personal communication between …………………. andindividual …………………….Some firms have no salespeople at allIn company that sells business products, the salespeople may be only contact.To these customers, the sales force is the company.In consumer product companies that sell through intermediaries, finalconsumers rarely meet salespeople or even know about themThe sales force acts as the …………………… ……………… between acompany and its customer3. Advantages and disadvantages:a. AdvantagesHigh customer attentionMessage is customizedInteractivity
  4. 4. Persuasive effectPotential for development of relationshipAdaptableOpportunity to close the saleb. Disadvantages…………………………High cost……………………..Can only reach a limited number of customersV. Promotion methods by using media social to shape consumer discussion............................................................................................................[Thanh Huyen ]1. Provide networking platformConsumers like to network with people who have the …………… interests anddesiresOrganizations can leverage this desire by creating communities of like-mindedindividualsThese communities center on …………… ……………. through websites, socialnetworking sites such as Facebook, Myspace, forums, chat rooms…Individuals base on them to come to a decision2. Provide informationConsumers are more likely to talk about …………………. and ……………….when they feel they know a lot about themCreating a website is …………….. with all information about products which iscategorized clearly and best fix3. Provide exclusivityPeople like to feel ……………….Feeling of being special can be produced by offering ……………., informationand ……………… ……………… that are available exclusively to a subset ofconsumers4. Use both traditional and Internet-based promotional tools to engagecustomersStories can be ……………………... The more memorable they are, the morelikely they are to be repeatedTelling a story related to product or creating a story about product withpersonified charactersVI. The Case Study [Kaly]How Apple use Promotion Mix?………………………………1. Advertising2. Public RelationPR’s tool Fanpage: to launch new product, listen to customers’ feedback Event: to launch new products with the presentation from Apple’s CEO
  5. 5.  Creating hyper3. Sales Promotion …………………………………………………………….4. Personal selling In 2009, when retail sales declined around 2%, Apple’s retail sales rose roughly 7%. In 2010, Apple’s retail sales, excluding online, jumped 70% to $11.7 billion, compared tothe overall retail industry’s sales growth of 4.5%StrategyAll stores are the sameBuilding strong employees Young Have good understanding about new technology Customer oriented

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