Promotion involves techniques for selling products and seeks to make potential customers aware of and knowledgeable about products, persuade them to like products, and persuade them to purchase products. The promotional mix includes advertising, personal selling, sales promotions, and publicity/public relations. Advertising involves paid, nonpersonal communication from an identified sponsor to inform audiences about a product, and can pursue awareness, persuasive, comparative, or reminder strategies using various media like television, newspapers, radio, magazines, outdoor displays, and the internet. Personal selling involves one-on-one communication between a salesperson and potential customers.

1. Promoting Products

2. What Is Promotion? Aspect of the marketing mix concerned with the most effective techniques for selling a product

3. Information and Exchange Values Promotions seek to accomplish four goals: Make potential customers aware of products Make them knowledgeable about products Persuade them to like products Persuade them to purchase products

4. Promotional Objectives Communicating Information Positioning Products Positioning is the process of establishing an identifiable product image in the minds of consumers Adding Value Controlling Sales Volume

5. Promotional Strategies Pull strategy appeals directly to consumers who will demand the product form retailers Push strategy encourages wholesalers or retailers to market products to consumers

6. The Promotional Mix Four types of promotional tools: Advertising Personal Selling Sales Promotions Publicity and Public Relations

7. The Target Audience: Promotion and the Buyer Decision Process Five stages in the buyer decision process: Buyers must recognize the need to make a purchase. Buyers want to learn more about available products. Buyers compare competing products. Buyers choose products and purchase them. Buyers evaluate products after purchase.

8. The Consumer Buying Process and the Promotional Mix

9. What Is Advertising? Promotional tool consisting of paid, nonpersonal communication used by an identified sponsor to inform an audience about a product

10. Advertising Strategies Awareness advertising aims to make consumer aware and knowledgeable about the Brand Persuasive advertising seeks to influence consumers to buy a company’s products rather than its rivals’ Such as Comparative advertising directly compares two or more products Reminder advertising helps to keep the product name in the consumer’s mind

11. What Is Advertising Media? Variety of communication devices for carrying a seller’s message to potential customers

12. Advertising Media Television Newspapers Direct Mail Radio Magazines Outdoor Advertising Internet Advertising Data Mining and Date Warehousing for Internet Advertising

13. What Is an Advertising Campaign? Arrangement of ads in selected media to reach targeted audiences

14. What Is an Advertising Agency? Independent company that provides some or all of a client firm’s advertising needs

15. What Is Personal Selling? Promotional tool in which a salesperson communicates one-on-one with potential customers

16. What Is Telemarketing? Use of telephone solicitations to conduct the personal selling process

17. Sales Force Management Sales force management means: Setting goals at the top levels of an organization Setting practical objectives for salespeople Organizing a sales force that can meet sales objectives Implementing and evaluating the success of the overall sales plan

18. Personal Selling Situations Retail selling is selling a consumer product for the buyer’s personal or household use Industrial selling is selling products to other businesses, either for the purpose of manufacturing other products or for resale

19. What Is a Sales Promotion? Short-term promotional activity designed to stimulate consumer buying or cooperation from distributors, sales agents or other members of the trade

20. Types of Sales Promotions Coupons are certificates entitling bearers to savings off regular prices Point-of-Purchase (POP) displays are used to grab customers’ attention as they move through stores Premiums are gifts given to consumers in return for buying a specified product Trade shows are sponsored by industries for members and customers Contests are used to induce sales among customers, distributors and sales representatives

22. What Is Publicity? Promotional tool in which information about a company or product that is transmitted by general mass media

23. What Is Public Relations? Company-influenced publicity directed at building goodwill with the public or dealing with unfavorable events