Elements of business skills chapter 6 slides

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Elements of business skills chapter 6 slides

  1. 1. Chapter 6 Planning & Promotion
  2. 2. Planning............... is the process of setting of objectives and writing a marketing plan
  3. 3. What are your objectives and plans? <ul><li>Shopping at the supermarket </li></ul><ul><li>To go abroad </li></ul><ul><li>Watch a movie </li></ul><ul><li>Finding a job </li></ul>
  4. 4. What are your objectives and plans? <ul><li>Shopping at the supermarket - Objective : to buy daily necessities Example: rice, flour, sugar - Plan : Write down what to buy on paper. Which supermarket to go to? Compare prices of each item at different outlets. </li></ul><ul><li>To go abroad - Objectives : for holiday/ business trip/ shopping/ meeting - Plan : Buy Tickets, Accommodations, Transportations </li></ul><ul><li>Watch a movie - Objective : to socialize / relaxation/ entertainment/ to kill time - Plan : Buy tickets, check for suitable timing, </li></ul>
  5. 5. Marketing Plan <ul><li>Marketing Plan is a written document describing the 4Ps </li></ul><ul><li>How a product will be marketed to its target customers </li></ul><ul><li>It is a guide for marketing department to check and coordinate their actions </li></ul>4Ps
  6. 6. Recall the 4Ps <ul><li>PRODUCT - Handbag, Watch, Clothes </li></ul><ul><li>PRICE - Expensive/Cheap </li></ul><ul><li>PLACE - Bazaar, shopping center </li></ul><ul><li>PROMOTION - Mid Year Sale, Festive Seasons </li></ul>
  7. 7. Think Pair Share Come up with questions that you may want to include in a marketing plan For example PRODUCT : Who should we sell it to? PRICE : How much?
  8. 8. Marketing Information <ul><li>Before writing the marketing plan, you need to collect information about </li></ul><ul><li>Target Group </li></ul><ul><li>Needs and Wants </li></ul><ul><li>Respond to the 4Ps of marketing </li></ul><ul><li>To gather information, you need to conduct a survey! </li></ul>
  9. 9. STEP 1 : Set Market Survey Objectives What do you want to find out? STEP 2 : Select Survey Sample STEP 3 : Choose Survey Methods STEP 4 : Design the Questionnaire STEP 5 : Pre-Test the Questionnaire STEP 6 : Conduct the Survey STEP 7 : Analyze Data 7 Steps of designing Market Survey
  10. 10. Step 1: Set Market Survey Objectives <ul><li>WHAT DO YOU WANT TO KNOW? </li></ul><ul><li>Find out more about - our customers - how they respond to the 4Ps </li></ul><ul><li>Are there any competitions? Eg. StarHub, M1, SingTel </li></ul><ul><li>Surveys help to find out more about the 4Ps </li></ul><ul><li>Set clear objectives by asking the right questions </li></ul><ul><li>Specific survey objectives will give useful marketing information </li></ul>
  11. 11. STEP 1 : Set Market Survey Objectives STEP 2 : Select Survey Sample Who do you want to survey? STEP 3 : Choose Survey Methods STEP 4 : Design the Questionnaire STEP 5 : Pre-Test the Questionnaire STEP 6 : Conduct the Survey STEP 7 : Analyze Data 7 Steps of designing Market Survey
  12. 12. Step 2: Select Survey Sample <ul><li>WHO DO YOU WANT TO SURVEY? </li></ul><ul><li>Important to survey the right kind of people = target population Example: electric guitar  musician soccer ball  footballers, people who like soccer </li></ul><ul><li>Decide on the number of people to be take part in the survey = sample size Remember that you CANNOT survey everyone! </li></ul><ul><li>Larger sample size = more accurate survey results </li></ul><ul><li>Large sample size will be more expensive and takes a long time </li></ul>
  13. 13. STEP 1 : Set Market Survey Objectives STEP 2 : Select Survey Sample STEP 3 : Choose Survey Methods How do you conduct the survey? STEP 4 : Design the Questionnaire STEP 5 : Pre-Test the Questionnaire STEP 6 : Conduct the Survey STEP 7 : Analyze Data 7 Steps of designing Market Survey
  14. 14. Step 3: Choose Survey Method HOW DO YOU CONDUCT THE SURVEY? Internet Survey Postal Survey Telephone Survey Personal Survey Observations
  15. 15. Step 3: Choose Survey Method <ul><li>HOW DO YOU CONDUCT THE SURVEY? </li></ul><ul><li>Internet Survey - Cheap and Fast - upload the questions on websites like surveymonkey.com - Responses of the survey can be downloaded and analyzed immediately </li></ul><ul><li>STEP 1: Collate the e-mail addresses of respondents STEP 2: Ensure the survey questions are ready STEP 3: Post the questions on the website STEP 4: E-mail the lost of the website to the respondents and invite them to participate </li></ul>
  16. 16. Step 3: Choose Survey Method <ul><li>HOW DO YOU CONDUCT THE SURVEY? </li></ul><ul><li>Personal Survey - meet the respondents face to face with questionnaire - ask for their responses - example: Food tasting or StarBucks sample drinks </li></ul><ul><li>STEP 1: Approach respondent STEP 2: Introduce yourself to the respondent STEP 3: Explain the purpose of the survey STEP 4: Ask the respondents if they want to participate in the survey STEP 5: If he/she is willing, read the questions STEP 6: Record their responses STEP 7: Thank the respondent </li></ul>
  17. 17. Step 3: Choose Survey Method <ul><li>HOW DO YOU CONDUCT THE SURVEY </li></ul><ul><li>Observations - observe how customers behave and what they buy - Using personal observations  observe the movements of customers  time they spend on each shop or the section  items that customers touch, select/reject </li></ul>
  18. 18. Step 3: Choose Survey Method <ul><li>HOW DO YOU CONDUCT THE SURVEY </li></ul><ul><li>Observations - observe how customers behave and what they buy - Using close-circuit television (CCTVs)  recorded using a small, hidden video  runs continuously 24 hrs  customers are unaware that they are being observed </li></ul>
  19. 19. Step 3: Choose Survey Method <ul><li>HOW DO YOU CONDUCT THE SURVEY? </li></ul><ul><li>Telephone Survey - popular as many people have handphone - useful for quick answers to simple questions </li></ul><ul><li>STEP 1: Identify the names and telephone number of respondents STEP 2: Call respondents STEP 3: Introduce yourself and your organization STEP 4: Explain the purpose of the call STEP 5: Read the questions slowly and clearly STEP 6: Record the answers onto the questionnaire STEP 7: Thank the respondent </li></ul>
  20. 20. Step 3: Choose Survey Method <ul><li>HOW DO YOU CONDUCT THE SURVEY? </li></ul><ul><li>Postal Survey - post the questionnaire with attachments like pictures STEP 1: Identify the names and mailing address of respondents STEP 2: Prepare a cover letter to explain the purpose of survey and the deadline for the survey STEP 3: Prepare a prepaid return envelope for respondents to mail the completed survey STEP 4: Mail the cover letter + questionnaire + prepaid envelope to the respondents. </li></ul>
  21. 21. STEP 1 : Set Market Survey Objectives STEP 2 : Select Survey Sample STEP 3 : Choose Survey Methods STEP 4 : Design the Questionnaire What do you want to ask? STEP 5 : Pre-Test the Questionnaire STEP 6 : Conduct the Survey STEP 7 : Analyze Data 7 Steps of designing Market Survey
  22. 22. Step 4: Design Questionnaire <ul><li>WHAT DO YOU WANT TO ASK? </li></ul><ul><li>Decide on the type of information you wish to gather </li></ul><ul><li>Write out the questions </li></ul><ul><li>What kind of questions are you using? </li></ul><ul><li>Arrange the questions in order </li></ul><ul><li>Provide an introduction about the organization and the purpose of the survey </li></ul><ul><li>Give clear instructions </li></ul>
  23. 23. Step 4: Design Questionnaire <ul><li>WHAT DO YOU WANT TO ASK? </li></ul><ul><li>Decide on the type of information you wish to gather </li></ul><ul><li>Write down what you want to find out </li></ul><ul><li>Design the questions around the things that you want to find out </li></ul><ul><li>Example Scenario: Setting up a bakery in your school. Questions: We want to know who will buy, how much are they willing to pay, what kind of pastries do they like, when is the best time to set up the stall? </li></ul>
  24. 24. Step 4: Design Questionnaire <ul><li>WHAT DO YOU WANT TO ASK? </li></ul><ul><li>Write out the questions </li></ul><ul><li>Important to write the questions accurately </li></ul><ul><li>Use short simple sentences </li></ul><ul><li>Ask for one information at a time </li></ul><ul><li>Ask clear and straight to the point questions </li></ul><ul><li>Ask questions respondents have knowledge about </li></ul><ul><li>Ask questions related to the objectives of survey </li></ul><ul><li>Give a range when asking for confidential information like age and income </li></ul>
  25. 25. Step 4: Design Questionnaire <ul><li>WHAT DO YOU WANT TO ASK? What kind of questions are you using? </li></ul><ul><li>Close-ended - Yes or No - Agreement Scale  Agree / Disagree - Rating Scale  Excellent / Good / Average / Poor - Multiple Choice </li></ul><ul><li>Open-ended - used for obtaining free flowing answers - Numeric  On average how many glasses of water do you drink a day? - Text  Why do you think people drink less than 8 glasses of water per day? </li></ul>
  26. 26. Step 4: Design Questionnaire <ul><li>WHAT DO YOU WANT TO ASK? </li></ul><ul><li>Arrange the questions in order </li></ul><ul><li>Start with general questions followed by specific questions </li></ul><ul><li>Easy questions before difficult ones </li></ul><ul><li>Start with close ended questions </li></ul><ul><li>Start with most relevant questions </li></ul><ul><li>Place personal questions at the end </li></ul>Income? AGE? MARRIED?
  27. 27. Step 4: Design Questionnaire <ul><li>WHAT DO YOU WANT TO ASK? </li></ul><ul><li>Provide an introduction about the organization and the purpose of the survey </li></ul><ul><li>Brief and friendly introduction helps to prepare the respondents mentally </li></ul><ul><li>Helps to make them feel comfortable </li></ul><ul><li>Introduction should - invite respondents to participate in the survey - tell them the purpose of the survey - assure that their information is kept confidential </li></ul>
  28. 28. Step 4: Design Questionnaire <ul><li>WHAT DO YOU WANT TO ASK? </li></ul><ul><li>Give clear instructions </li></ul><ul><li>To prevent confusion to the respondents </li></ul><ul><li>Provide clear instructions on how to complete the survey </li></ul><ul><li>Thank the respondents for their participation </li></ul>
  29. 29. STEP 1 : Set Market Survey Objectives STEP 2 : Select Survey Sample STEP 3 : Choose Survey Methods STEP 4 : Design the Questionnaire STEP 5 : Pre-Test the Questionnaire Are the questions suitable? STEP 6 : Conduct the Survey STEP 7 : Analyze Data 7 Steps of designing Market Survey
  30. 30. Step 5: Pre-test the Questionnaire <ul><li>ARE THE QUESTIONS CORRECT? </li></ul><ul><li>Pre-test the questions with a small group of people </li></ul><ul><li>It helps to identify problems like: - weird phrasing - unclear instructions - unsuitable arrangement of questions </li></ul><ul><li>Once you have identified the problems, - rewrite the poorly phrased question - redesign the questionnaire before conducting the survey </li></ul>
  31. 31. STEP 1 : Set Market Survey Objectives STEP 2 : Select Survey Sample STEP 3 : Choose Survey Methods STEP 4 : Design the Questionnaire STEP 5 : Pre-Test the Questionnaire STEP 6 : Conduct the Survey Ask the question and collect data STEP 7 : Analyze Data 7 Steps of designing Market Survey
  32. 32. Step 6: Conduct the Survey <ul><li>ASK QUESTIONS AND RECORD DATA? </li></ul><ul><li>Choose a suitable method that you have learnt in STEP 3 to conduct your survey </li></ul><ul><li>Set a deadline for completing the survey </li></ul><ul><li>Record all the responses obtained on the questionnaire </li></ul>DEADLINE
  33. 33. STEP 1 : Set Market Survey Objectives STEP 2 : Select Survey Sample STEP 3 : Choose Survey Methods STEP 4 : Design the Questionnaire STEP 5 : Pre-Test the Questionnaire STEP 6 : Conduct the Survey STEP 7 : Analyze Data What have you gathered from the data? 7 Steps of designing Market Survey
  34. 34. Step 7: Analyse the Data <ul><li>WHAT HAVE YOU GATHERED? </li></ul><ul><li>After completing the survey, </li></ul><ul><li>Collate the data - using frequency table - use Microsoft Excel to display graphs and charts </li></ul><ul><li>Analyse the data - What have learnt from the survey? - What is the conclusion? </li></ul><ul><li>Use the answers from the survey to write your marketing plan </li></ul>
  35. 35. ADVERTISING TECHNIQUES
  36. 36. ADVERTISING TECHNIQUES 1. Television advertising (eg: Television commercials) 2. Print advertising (eg: Newspapers & Magazines) 3. Radio advertising (eg: Radio promotions) 4. Cinema advertising (eg: Cinema commercials) 5. Outdoor advertising (eg: Bus posters & banners)
  37. 37. 1. TELEVISION ADVERTISING <ul><li> Media: Television commercials </li></ul><ul><li> Combines sound, pictures and animation to attract viewers. </li></ul><ul><li>TV is used to promote a product that requires a demonstration </li></ul><ul><li>to show how effective it is. </li></ul><ul><li>Products can include: </li></ul><ul><li> Exercise machines (eg: treadmill) </li></ul><ul><li> Beauty products (eg: Anti-ageing cream) </li></ul><ul><li> Electrical appliances (eg: Blender). </li></ul>
  38. 38. 1. TELEVISION ADVERTISING ADVANTAGES:  Watching t.v is a favourite pastime of most Singaporeans. Hence, television advertising can reach large audiences.  A live demonstration allows:  The salesperson giving the demonstration to convince the viewer.  The viewer to buy the product immediately.  Immediate profits to be generated, especially in the case of home shopping (where a viewer can call a number to buy the product over the phone). DISADVANTAGE :  Expensive method of advertising
  39. 39. 2. PRINT ADVERTISING <ul><li> Media: Newspapers, magazines, flyers and brochures. </li></ul><ul><li>Uses colourful pictures, photographs of celebrities, taglines </li></ul><ul><li>and slogans to attract readers. </li></ul><ul><li>Some reasons why businesses use print advertising: </li></ul><ul><li> Department stores advertise in newspapers to </li></ul><ul><li>announce special events (eg: Great Singapore Sale). </li></ul><ul><li> ITE advertise courses in magazines </li></ul><ul><li>to recruit new students. </li></ul><ul><li> Restaurants use flyers to offer discounts </li></ul><ul><li>on special occasions (eg: Valentine’s day). </li></ul><ul><li> Travel & tour agencies use brochures to promote </li></ul><ul><li>tour packages. </li></ul>
  40. 40. 2. PRINT ADVERTISING ADVANTAGES:  Cheaper than television and cinema advertising.  Reader can keep aside the material (eg: newspaper) and look at it again later. DISADVANTAGE:  Reader might throw away the material (eg: flyer) without reading it.
  41. 41. 3. RADIO ADVERTISING <ul><li> Media: Radio commercials. </li></ul><ul><li>Uses voice, sound effects and music to attract listeners. </li></ul><ul><li>Example of radio advertising: </li></ul><ul><li> Jingles combined with short dialogues promoting </li></ul><ul><li>fast food services, or announcing sales at </li></ul><ul><li>department stores. </li></ul>
  42. 42. 3. RADIO ADVERTISING <ul><li>ADVANTAGES: </li></ul><ul><li> Cheaper than television and cinema advertising. </li></ul><ul><li> Can reach listeners even in faraway & remote places. </li></ul><ul><li>Different radio stations reach different target audiences: </li></ul><ul><li> Ria 89.7 broadcasts in Malay. </li></ul><ul><li> YES 93.3 broadcasts in Chinese. </li></ul><ul><li> FM 98.7 broadcasts in English. </li></ul><ul><li>DISADVANTAGE: </li></ul><ul><li> Commercial lasts only a few seconds and might not have impact on listeners. </li></ul>
  43. 43. 4. CINEMA ADVERTISING <ul><li> Media: Cinema. </li></ul><ul><li>Uses sound, pictures and animation (similar to t.v) to attract movie-goers. </li></ul><ul><li>Cinema advertising is used: </li></ul><ul><li> To promote consumer products such as mobile phones, </li></ul><ul><li>credit cards and soft drinks. </li></ul><ul><li> To promote upcoming movies. </li></ul><ul><li> Restaurants advertise discounts on special </li></ul><ul><li>occasions. </li></ul><ul><li> Department stores advertise special events. </li></ul>
  44. 44. 4. CINEMA ADVERTISING <ul><li>ADVANTAGES: </li></ul><ul><li> Commercials last much longer than radio commercials. </li></ul><ul><li>Is shown on a big screen with excellent sound system to </li></ul><ul><li>create an impact with the viewer. </li></ul><ul><li>DISADVANTAGE: </li></ul><ul><li>Is shown only to the people who are in the cinema. </li></ul><ul><li> Expensive method of advertising. </li></ul>
  45. 45. 5. OUTDOOR ADVERTISING <ul><li> Media include: </li></ul><ul><li> Billboards. </li></ul><ul><li> Outdoor posters. </li></ul><ul><li> Banners. </li></ul><ul><li> Bus & MRT posters. </li></ul><ul><li> Sticker advertising in train cabins and on bus panels. </li></ul><ul><li>Can be found where there are many people </li></ul><ul><li>(eg: a bus-stop). </li></ul><ul><li> Promote consumer products such as cosmetics, household appliances </li></ul><ul><li>and telecommunication gadgets. </li></ul>
  46. 46. 5. OUTDOOR ADVERTISING <ul><li>ADVANTAGES: </li></ul><ul><li>Can be found in many places, thus reaching a large </li></ul><ul><li>number of viewers. </li></ul><ul><li>Many different media to choose from, thus suitable for </li></ul><ul><li>any budget. </li></ul><ul><li>DISADVANTAGE: </li></ul><ul><li> Advertising relies heavily on colourful pictures and </li></ul><ul><li>smart taglines to attract audience. </li></ul><ul><li>Is not as effective as advertising that uses voice, </li></ul><ul><li>animation and sound effects. </li></ul>
  47. 47. SALES PROMOTION TECHNIQUES
  48. 48. SALES PROMOTION TECHNIQUES  Attract customers to buy our products now rather than later.  Customers want to act quickly to receive benefits (eg: free gift) when they buy the product on promotion.  Common sales promotion techniques: 1. Discount coupons. 4. Free Gifts. 2. Price discounts. 5. Product samples. 3. Contests. 6. Loyalty reward programmes (eg: M1 Sunperk rewards)
  49. 49. 1. DISCOUNT COUPONS  Advertised in print media (eg: newspapers and magazines).  A section of the print advertisement.  Comes with an expiry date.  Allows the customer to buy the product at a cheaper price.  Customer must cut or tear along the dotted lines to use the coupon.  Customer can claim the discount savings when he presents it to the seller, when paying for the product.  A good method to encourage the customer to buy and try the product.
  50. 50. 2. PRICE DISCOUNTS  Advertised in media (eg: newspapers, billboards & bus posters).  Sometimes displayed on store windows.  Allows the customer to buy the product at a cheaper price.  The lower price is often displayed next to the product on sale.  A good method to create an urgency in the customer to buy the product immediately.
  51. 51. 3. CONTESTS  Contest forms are given to customers when they buy the product.  Contest forms can also be part of print advertisements in newspapers or magazines.  Contests are a popular form of sales promotion during festive seasons.  Customers compete for prizes by completing contest forms which may require:  Writing a slogan.  Designing a logo  Answering a simple question.
  52. 52. 4. FREE GIFTS  Customers get a free gift when they buy products above a certain amount.  E.g scenario : BeautyProducts store was offering a a free bottle of 75ml Estee Lauder perfume for every purchase of Estee Lauder products of at least $150. Mary received a free bottle of perfume when she bought $160 worth of Estee Lauder cosmetics.
  53. 53. 5. PRODUCT SAMPLES <ul><li> A sample is a small amount of a given product in a small packet. </li></ul><ul><li> A good method to allow customers to try new products. </li></ul><ul><li> A sample normally comes bundled together with another product </li></ul><ul><li>(normally the sample is related to the product). </li></ul><ul><li> Eg 1: A bottle of shampoo is bundled with a small packet of free </li></ul><ul><li>conditioner. </li></ul><ul><li>Customers get free product samples. </li></ul><ul><li> Samples encourage customers to buy the product after </li></ul><ul><li>trying it. </li></ul><ul><li> Eg 2: Sales promoters (in supermarkets) give away food samples. </li></ul>
  54. 54. 6. LOYALTY REWARD PROGRAMMES <ul><li> Programme rewards customers in the form of price discounts and </li></ul><ul><li>gifts (eg: M1 Sunperk rewards). </li></ul><ul><li> The rewards encourage customers to continue to buy or use the </li></ul><ul><li>company’s products or services. </li></ul><ul><li>Customers earn points for each purchase </li></ul><ul><li>(for services, points are earned each time the bill is paid for the services provided). </li></ul><ul><li> The points earned can be used to claim a gift or get a price discount </li></ul><ul><li>for the next purchase or payment. </li></ul><ul><li> Sometimes, customers also earn points when they purchase products or services </li></ul><ul><li>from a partner company. </li></ul><ul><li> Programmes are popular with mobile phone service providers, credit card </li></ul><ul><li>and airline companies (Frequent Flyer Miles reward programme). </li></ul>
  55. 55. USE OF INFORMATION & COMMUNICATION TECHNOLOGIES
  56. 56. INFORMATION AND COMMUNICATION TECHNOLOGY (ICT)  Uses electronic devices such as:  Computers  Televisions  Telephones  Radios  ICT allows information to be converted, stored, protected, processed, transmitted and retrieved in a secure way.  Eg: Internet Advertising
  57. 57. INTERNET ADVERTISING <ul><li>Known as online advertising. </li></ul><ul><li> Online advertisements such as: </li></ul><ul><li>1. Banner advertisements 2. Sidebar advertisements </li></ul><ul><li>3. Pop-up advertisements 4. Floating advertisements </li></ul><ul><li> Many businesses use Internet advertising to promote their </li></ul><ul><li>products & services. </li></ul><ul><li>The advertisement (eg: online banner) is placed on a </li></ul><ul><li>website with traffic (eg: YAHOO.COM). </li></ul><ul><li>The user will click on the online advertisement to go </li></ul><ul><li>to the main website of the advertiser. </li></ul>
  58. 58. INTERNET ADVERTISING ADVANTAGES:  More interactive than traditional advertising.  The website is often linked to other websites to provide more information to the web user.
  59. 59. 1. BANNER ADVERTISEMENTS <ul><li>Rectangular advertisements that appear horizontally at the </li></ul><ul><li>top of the webpage. </li></ul>
  60. 60. 2. SIDEBAR ADVERTISEMENTS <ul><li> Look like banner advertisements. </li></ul><ul><li>They are placed vertically down the side of a webpage. </li></ul><ul><li>ADVANTAGES: </li></ul><ul><li>2 or 3 times larger than banner </li></ul><ul><li>advertisements. </li></ul><ul><li> Easier to catch audience’s attention. </li></ul>
  61. 61. 3. POP-UP ADVERTISEMENTS <ul><li> Have their own browser windows </li></ul><ul><li>(browser window is an extra webpage that is smaller in size). </li></ul><ul><li>DISADVANTAGES: </li></ul><ul><li>Many users find pop-ups </li></ul><ul><li>irritating. </li></ul><ul><li>Users simply close pop-up </li></ul><ul><li>windows without reading. </li></ul>
  62. 62. 4. FLOATING ADVERTISEMENTS  Appear when we first open a webpage.  They float over the page for five to thirty seconds. ADVANTAGES:  Cannot be closed.  Users are forced to view the advertisements. DISADVANTAGES :  Many users find floating advertisements irritating.
  63. 63. HOW TO CREATE MATERIAL FOR PRINT ADVERTISING
  64. 64. AIDA  Effective print advertisements attract the customers to buy the product .  AIDA model is used as a guide to create effective advertisements.  AIDA : 1) A - Attention. 2) I - Interest 3) D - Desire 4) A - Action
  65. 65. 1) A - ATTENTION  The first thing we must do is get the attention of target customers.  We must do 3 things:  Use large and bold letters for the headlines.  e.g: 30% OFF ALL ITEMS!  Use attractive and colourful pictures.  Use popular celebrities (actors/singers) to endorse the product.
  66. 66. 2) I - INTEREST  After we get the attention of our customers, we must get them to be interested in the product.  We must do 4 things:  Use humour or something that is funny (e.g: cartoons).  Use attention-grabbing statements.  e.g: HALF-PRICE FOR THE FIRST 100 CUSTOMERS!  Have an unusual layout.  Use persuasive words or phrases.  e.g: ONCE IN A LIFETIME DEAL!
  67. 67. 3) D - DESIRE  The advertising message has to convince the customers that they need the product.  We must do 3 things:  Highlight the unique features of the product.  e.g: NO WASHING IS NEEDED!  Highlight the benefits of using the product.  e.g: YOU SEE RESULTS IN 1 DAY!  Appeal to the target customers’ emotional needs.  e.g: NO MORE SPLIT ENDS!
  68. 68. 4) A - ACTION  Persuade the customers to take action and buy the product.  We must do 3 things:  Provide a telephone number for customers to call if they want to buy the product.  e.g: CALL 65559890 RIGHT NOW!  List some locations where the product can be bought.  e.g: PRODUCT IS AVAILABLE AT: WATSONS & COLD STORAGE  Offer a gift if the customer buys the product immediately.  e.g: FREE BAG FOR THE FIRST 50 CUSTOMERS!
  69. 69. TIPS  An effective print advertisement conveys a clear & precise message.  Useful tips on designing an effective print advertisement:  Use pictures & colours.  Put the important information as the title & main headings.  Use as few words as possible.  Use phrases & key words .  Write in active voice .  Use words that are easily understood .
  70. 70. HOW EFFECTIVE ARE THE PROMOTIONAL TECHNIQUES?
  71. 71. EVALUATION <ul><li> Important because we need to know if the promotional campaign is successful. </li></ul><ul><li> Promotional techniques are working only if the promotional campaign is </li></ul><ul><li>successful. </li></ul><ul><li>If the promotional techniques are not working, we must think of other ways </li></ul><ul><li>to attract customers & sell the product. </li></ul>
  72. 72. EVALUATION  Ways of finding out if the promotional campaign is effective:  Compare the sales of the product before the campaign with the sales after the campaign.  If coupons are used, count the number of coupons redeemed by customers.  Conduct a survey to find out how many more customers know about the product after the promotional campaign.

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