The document discusses various promotion methods for marketing an LTO (Language Training Organization). It describes personal selling, advertising, sales promotion, and publicity and public relations as the main promotion types. Personal selling involves direct communication between buyers and sellers to influence purchase decisions. Advertising uses paid, non-personal media like print, radio and TV. Sales promotion uses tactics like discounts and special offers. Publicity involves gaining media coverage and building community relations. The document provides examples of how each promotion type could be applied to an LTO, such as teachers conducting personal sales or sponsoring educational events.

1. Different
promotion for
maketing your
LTO

2. Promotion
Sell products Promote them
Personal
Non-
Personal

3. Personal Selling
Advertising
Sales promotion
Publicity and public relations
Direct selling

4. Personal Selling

5. • Personal selling involves a two-way flow of
• communication between a buyer and seller,
• often in a face-to-face encounter, designed to
• influence a person’s or group’s purchase decision.

6. • With advances in telecommunications,
however, personal selling takes place over the
telephone, through video teleconfer- encing
and interactive computer links between
buyers and sellers.

7. • Cross-selling, which involves selling additional
products or services. Ex. in an LTO, teachers as
well as designated sales staff

8. Advertising
DEFINITIONS OF ADVERTISING
1. American Marketing Association has defined
advertising as “any paid form of non-personal
presentation of ideas, goods and services by an
identified sponsor”.
2. According to Webstar, “Advertising is to give public
notice or to announce publicity”.
3. According to Gardner, “Advertising is the means of
mass selling that has grown up parallel with and
has been made necessary to mass production”.

9. Sales Promotion
 Discounts
 Special Offers
Marketing Strategy
 Hospitality industries
 Reducing profitability

10. Publicity, PR, trade and
educational shows
• The roles of the head of an LTO, which include:
• Governing body
• Educational authorities
• Accreditation Agency
• Government (the executive officer role)
• Articulating the mission of the school(diplomat)
• Public (community) and external bodies (publicist)

11. Channels to promote public
relations:
• Media relations: angles directed at the media.-
press kits and audio or video news
• Media tours: an TLO.- Key locations: on Tv, Internet
reporters and bloggers. Educational-Blogging

12. Sponsorships
Building goodwill and LTO recognition by associating
with an event or group.

13. Employee Communications
• Internet
• Email
• On line
• Letters

14. Community relations and
philantrophy
• Building relations with the community/ organizations /
institutions.

15. From 1999 to 2003, New Zealand’s previously small international
education sector, in terms of enrolments of foreign free-paying
students, experienced rapid growth. Enrolment numbers rose by
318% over the five-year period to nearly 119,000, with an estimated
economic value of NZ$2.2 billion to the New Zealand economy.
English language schools (ELS) accounted for around half of
this growth, speaking at nearly NZ$2.5 million in 2002 and 2003,
but declining to NZ$0.9 million in 2006. The ‘boom and bust’
character of the ELS sector meant that from time to time there were
some high profile failures, and in 2004, a non-accredited ELS went
out of bussiness, with a consequent loss of fees and income for
students and staff.
A representative of ELS teachers appeared on the national TV news
to comment on this closure, which had been widely reported on the
national press. Dressed in a T-shirt, he looked as if he had strayed
from the beach into the TV studio. To some viewers, his sartorial
style tended to confirm the opinion that, whatever its aspirations to
professional standing, the ELS sector was not to be regarded too
seriously and such closures were only to be expected.
Case Study: ELS

16.  To inform; e.g. tell customers about a new product or service
 To persuade: e.g. encourage customers to switch to your LTO
 To remind; e.g. remind buyers where to find your services.
 To enter; e.g. a new market or attract a new group of customers.
To be effective, advertising must be:
Meaningful.- Customers should find the message relevant.
Distinctive .- it must capture the customer’s attention
Believable.- this is a difficult task, but one which is helped if claims are
not exaggerated and tangible evidence, such as credible testimonials.
OBJECTIVES OF ADVERTISING

17. Promotion 1
• 1. Mail your promotions to the members of the
largest organization for teachers and scholars in
higher education.

18. • Whether your direct mail promotion advertises a summer
seminar on composition studies, a new work on literary
criticism, or the latest software, MLA mailing lists can be
targeted to your audience.
• 33,000 English and foreign language teachers and
scholars
• over 6,700 administrators in higher education

19. Promotion 2
Visual

22. Blog
1. Briefly describe your group, your wiki, and what you use it
to do
2. Besides the Edit button, which wiki feature is your favorite?
3. 3. What is one way you’re using wikis and other web 2.0
tools in your projects?
4. 4. Tell us about a particular moment that made you say,
“Aha! THIS is why I use wikis!”
5. 5. If you could ask it, what do you think your wiki would say
about you?
Promotion 3

23. Channels to promote
• Newsletters: Past and potential customers
• Special events: For ex. Anniversaries
• Speaking engagements: Conventions, trade
association meetings, and others.