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Transcript of UNIT Promotion ACTIVITY Using note cards, describe your favorite Commercial WITHOUT indicating the...
UNIT
Promotion
ACTIVITY
Using note cards, describe your favorite Commercial WITHOUT indicating the
product or service. Share your commercial with the class & see how many students:
– recognize the ad
– can identify the brand, &
– got the message.
ACTIVITY
QUESTION:
How did they do that?
ASSIGNMENT
• Read Chapter 28
• Do questions 6 - 10 in the text on page 380
OBJECTIVE
Be able to identify & describe
“The Four P’s of Marketing.”
The “Four P’s” of Marketing
• Product Planning
• Pricing
• Promotion
• Physical Distribution
OBJECTIVE
Be able to break promotion down into its six components. Define each
component & provide examples
PROMOTION
• Advertising
• Display (Visual Merchandising)
• Public Relations
• Publicity
• Personal Selling
• Sales Promotion
ACTIVITY
• With a partner, describe how “Coca - Cola” uses all six of these discussed components in its promotional campaigns:
* ADVERTISING * PUBLICITY
* DISPLAY * SELLING
* PUBLIC RELATIONS * SALES PROMOTION
OBJECTIVE
Be able to define the phrase “Promotional Mix”
Promotional Mix
How a company allocates its limited resource called money to the different promotional tools
Adver.
Display
Publicity
PR
Selling
S.Promo.
OBJECTIVE
Be able to identify two advantages & two disadvantages to each type of
promotional method discussed in class
ACTIVITY
In a small group, identify the advantages & disadvantages of the promotional method given to your
group.
ACTIVITY
In a small group, identify the advantages & disadvantages of the promotional method
given to your group.
See Handout for Results
OBJECTIVE
Using the communications model discussed in Level I, be able to
identify the role business & consumers play when a company
promotes a good or service.
The Communications Model• The Sender
• The Message
• The Receiver
• Feedback
• Blocks
• Distractions
The Communications Model
The Communications Model(ACTIVITY)
• The Sender __________
• The Message__________
• The Receiver__________
• Feedback __________
• Blocks __________
• Distractions __________
ASSIGNMENT
• Read Chapter 29, pages 382 - 389.
• Do any two of the “Critical Thinking” questions on page 390.
• Do workbook pages 139 - 141
Developing a Promotional Campaign
PROJECTPromoting the School Store
School
Store
STEP 1 1
ANSWER THE 6 BASIC QUESTIONS
OBJECTIVE
Be able to identify & answer the six basic questions reviewed at the start of
any promotional campaign.
ANALOGY
If your were told to give a speech, what six basic questions would you want answered before you spoke?
The Six Basic Questions
• What should I promote?
• Why should I promote?
• To whom should I promote?
• Where should I promote?
• When should I promote?
• How should I promote?
–goals, budget, resource allocation, follow-up evaluation
The Six Basic Questions
• What should I promote?• Why should I promote?
• To whom should I promote?
• Where should I promote?
• When should I promote?
• How should I promote?
– goals, budget, resource allocation, follow-up evaluation
The Six Basic Questions
• What should I promote?
• Why should I promote?• To whom should I promote?
• Where should I promote?
• When should I promote?
• How should I promote?
– goals, budget, resource allocation, follow-up evaluation
The Six Basic Questions
• What should I promote?
• Why should I promote?
• To whom should I promote?• Where should I promote?
• When should I promote?
• How should I promote?
– goals, budget, resource allocation, follow-up evaluation
The Six Basic Questions
• What should I promote?
• Why should I promote?
• To whom should I promote?
• Where should I promote?• When should I promote?
• How should I promote?
– goals, budget, resource allocation, follow-up evaluation
The Six Basic Questions
• What should I promote?
• Why should I promote?
• To whom should I promote?
• Where should I promote?
• When should I promote?• How should I promote?
– goals, budget, resource allocation, follow-up evaluation
The Six Basic Questions
• What should I promote?
• Why should I promote?
• To whom should I promote?
• Where should I promote?
• When should I promote?
• How should I promote?– goals, budget, resource
allocation, follow-up evaluation
STEP 2 1
2
IDENTIFY WHY PEOPLE BUY
OBJECTIVE
Be able to define Buying Motives & provide examples when given
different products/services & market segments
Buying Motives
The reasons why people buy
products & services
Buying Motives
The reasons why people buy products & services.
EMOTIONAL OR RATIONAL REASONS
Buying Motives• EMOTIONAL
– love
– friendship
– sympathy
– fear
– social approval
– pleasure
– comfort
• RATIONAL– convenience
– efficiency
– durability
– dependability
– saving/making $$$
– saving time
– investments
STEP 3 1
2
Distinguish Between Product & Institutional Promotions
3
OBJECTIVE
Be able to identify examples of the different types of promotional
campaigns presented
The School Store(PROMOTIONAL CAMPAIGN)
Institutional
Product/Service
Event
Ideas
School
Store
STEP 4 1
2
Identify a Theme, Slogan, Brand, and/or Trademark
3
4
OBJECTIVE
Be Able to Define the Terms:
–Theme
–Slogan
–Brand
–Trademark
DEFINITIONS
• Theme–Central Idea or Idea of a
Promotional Campaign
• Slogan–Catchy, Easy to Remember Phrase
Summarizing a Theme
DEFINITIONS
• Brand
–Name Given to a Line of Goods
• Trademark
–A Picture or Symbol Identifying Your Product or Company
STEP 5 1
2
Conduct a Marketing Research Project
3
45
OBJECTIVE
Be Able to Define Marketing Research & the Questions it Can
Answer For Your Company
Marketing Research
• Gathering Information About the Consumers Most Likely to Buy My Product/Service
– Who are my customers?– Where can I reach them?– When can I reach them?
Marketing ResearchImportant Concepts
• Market Segmentation
– Dividing “The Market” into smaller, easier to reach, easier to satisfy groups based on their . . .
• Demographics
– The defining characteristics of people that can used to divide large groups into smaller groups
Demographics
• Age
• Sex
• Geographic Location
• Incomes
• Occupations
• Family Size
• Interests & Hobbies
Demographics
• Religion• Ethnic Background• Race• Wealth• Body Types• Education• Etc. Etc. Etc.
EXAMPLE(AGE)
• Freshman
• Sophomore
• Junior
• Seniors
9th
10th
11th
12th
EXAMPLE(INTERESTS)
• Country
• Old Rock
• Metal
• New Age
• Classics
• Jazz
• Other
Country
OldRock
Metal
NewAge
Classics
Jazz
Other
Combinations• Freshman Who Like the Classics
• Seniors Who Can Line Dance to Country
• Sophomores & Juniors Who “Head Bang”
• Seniors Who “Get Down” With Bach
• Older Students Who “Groove” to the Sound of Hubie Green
• Freshman Who “Dig” the Beatles
Combinations
• Married Couples Living in Four Bedroom Homes With No Children Left at Home
• Senior Citizens Living in the South With Incomes Over $100,000
• Young Parents With One Income in the 20 - 30,000 Range Who Rent Apartments
• Single Men Living With Mom/Dad Over the Age of 25 With Incomes Over $50,000
Questions You Need to Ask
• What do these people want & need?
• What kind of problems do they have?
• What is the most important buying motive?
• How can I reach them?
• How much will they spend?
• What are their alternatives?
• Etc. etc. etc.
EXAMPLE
Married Couples Living in Four Bedroom Homes & No Children Left
• What do these people want & need?
• What kind of problems do they have?
• What is the most important buying motive?
• How can I reach them?
• How much will they spend?
For the Answers
Do Marketing Research!!!
Marketing Research
Primary–Research
done by the company
Secondary–Reviewing
information gathered by others
ACTIVITY
First:
Using “A Capital Market Place” article as a guide, make a list of the demo-graphics of the people who live in or near Washington DC
ACTIVITY
Second:
Using your list of demographics as a guide, identify the buying motives and products for each demographic group
PROBLEM!!!
The demographics and buying behaviors of our populations change constantly & we are expected to keep up if we are to be successful
ACTIVITYFirst:
Using “You’ll Know it’s the 21st Century” article as a guide, identify the demographic changes occurring in our country.
Each student will be assigned a section to review for the class
ASSIGNMENT
Using “You’ll Know it’s the 21st Century” article as a guide, identify the buying motives and products that will become important in the future in our country
STEP 6 1
2
Identify the Advertising Media to Be Used in Your Campaign
3
456
OBJECTIVE
Be Able to Identify the Advantages & Disadvantages of the Various
Media Available
ASSIGNMENT
• Read Chapter 30, pages.
• Do two of the “Critical Thinking” questions on page 402.
• Do workbook page 145
Advertising Media• Print
– Newspaper
– Magazines
– Directories
• Broadcast– TV
– Radio
• Direct Mail
Advertising Media• Specialty (Sales Promo)
• “Out of Home”– Billboards, Transit
• Other– Telemarketing
– Movie Ads
– Specialty Items
– Etc.
Media Evaluation Criteria
• Total Cost
• Cost Per Capita (Person)
• Use of Senses
• Targeting Ability
• Quality of Graphics
• Flexibility
• Life Span
• Reach
• Response time
• Personalize
• Competition
• Measurement of Effect
Media Evaluation
Activity: Given a specific media identified in class, have a small group list three
advantages & three disadvantages of that media. Present your results to the class.
Support your opinion with sound reasoning.
Media Evaluation Homework
AssignmentAssignment
Given a list of the various media available & a chart featuring the important criteria
to consider when evaluating media, identify the strengths & weaknesses of
each media.
OBJECTIVE
Be able to describe the 12 techniques used by advertisers to encourage consumers to buy
a product, service, or idea.
Advertising Techniques
• Involvement
• Appeal to Fear
• Association
• Timing
• Repetition
• Saliency
Widget Sales
Advertising Techniques
• Appeal to Emotions
• Buzz Words
• Mkt. Segmentation
• Volume
• Brand Names
• Cinderella Syndrome
Widget Sales
OBJECTIVE
Be able to identify & explain the use of the AIDA Theory in the creation of print ads
Creating Print Advertisements
AIDA Theory
• Attention
• Interest
• Desire
• Action
OBJECTIVE
Be able to design & write copy for a printed
advertisement
Copy
Terms to Know
• Copy• Art (Graphics)• Logotype
– Trademark– Font
• Layout• White space
COPY• Headline
– Usually the largest, boldest words on the page
Sub Head– Just below headline in a medium
font
Copy– The majority of the printed
message
COPY
• Headlines
– Get the reader’s attention by:
• Asking a question
• Suggesting an action
• Stating an interesting fact
• Stating a benefit
COPY
• Sub-heads
– Builds on the headlines, draws attention to the content, & brings the reader into the copy
COPY
The Copy
– Must create interest
– Must be accurate/truthful
– Must develop desire for the product
– Must ask for an action
COPY• Building Interest:
– ID a problem
– Relate it to the customer’s problem
• Create Desire:– Offer to solve their problems
– Offer benefits
– Be absolutely clear
• Ask For a Buying Action
GRAPHICS
• Illustrations Can:– Get attention– Have sales appeal– Communicate benefits
• Types:– Pictures, drawings, designs,
backgrounds, holographs, etc.
General Guidelines for Advertising Copy
• Be Human
• Be Simple
• Be Sincere
• Be Specific
• Be Informative
• Be Enthusiastic
• Be Clear
• Be Believable
Steps in Advertisement Design
• Copywriters– Do rough drafts
• Artists– Do a Thumbnail Sketch
OBJECTIVE
Be able to write effective radio copy
(Know 8 of the 10 rules for writing radio copy)
Writing Radio Copy
• The opening must grab attention
• Talk to only one person
• Write the way you talk, not the way you write
• Stress a benefit
Writing Radio Copy
• Use “power words” or active verbs
• You don’t need complete sentences
• Use the company name a lot
• Make sure your copy is “correct” (wording)
Writing Radio Copy
• Don’t begin with a question
• Limit your ad to two main points
• Be honest (Don’t overstate your case)
• Ask for an action
OBJECTIVE
Be able to define the terms associated with media expense calculations
Media Expense Factors• Circulation (Audience)
• Production Costs
• Preferred Space Location
• Discounts
• Prestige & Credibility of Media
• Reproduction Quality
• How Specific You Want the Target Market
Newspaper Advertising• Production Costs are low
• Special requests add to cost
– color
– Inserts
• Most ads are “Run of Paper” (ROP)
• Special locations add to the expense
• “Split runs” add to the expense
Newspaper Advertising
• Advertising is sold using “Rate Cards”
• “Flat Rate” refers to a price per line inch (Found on Rate Card).
• “Sliding Scale” refers to discounts available for frequent or large ads
• A “Combination Rate” refers to the price given for advertising in various media owned by the same company
Magazine Advertising• Similar to newspaper advertising
• Allows for “secondary circulation”
• Production expense varies, but is usually much higher than newspapers (+30% for color)
• Preferred locations cost more (back cover)
• “Bleed Pages” are ads without borders (15 - 20 % surcharge is added)
Magazine Advertising
• “Gatefolds” are ads with bi- or tri- folds and cost extra
• “Spreads” are ads on two facing pages and cost extra
• “Split-runs” are similar to newspaper ads
• Size, dollar, & frequency discounts available
Television Advertising• Expense is high, but the reach is great
• Expense varies with audience size, season of the year, time of day, preferred location of ad, length, & production expense.
• Time of day is broken into parts
called “Day-parts”:
–“Prime Time” 7:30 pm - 11:00 pm
–“Day-time” 10:00 am - 4:30 pm
Television Advertising• TV viewing is highest in winter,
low in summer
• Program quality & popularity effect expense
• “Run of Program” (ROP) is done on TV
• TV rates are set by “Gross Rating Points” (GRPs) representing 1% of the potentialpotential market
Radio Advertising• Similar to TV except that
production expense is lower• “Dayparts”
– Drive time 5:30 am - 10:00 am
3:00 pm - 7:00 pm
– Day time 10:00 am - 3:00 pm
– Evenings 7:00 pm - 12:00 pm
– Overnight 12:00 pm - 5:30 am
Calculating Media Expense
• Absolute vs. relative expense of advertising
• Numbers based on marketing research– CPM Cost per thousand
– CPRP Cost per rating point
• Rating Systems– Neilson Audit Bureau of Circulation
– Arbitron Traffic Audit Bureau
OBJECTIVE
Be able to calculate the expense of advertising in the various media
Calculating Media ExpenseMath Problem Example
PROGRAM # OFSPOTS
X COSTPER
SPOT
= TOTAL
Friends 3 per wk. X $8,000 = $24,000
Veronica’s 3 per wk. X $9,000 = $27,000
The Nanny 3 per wk. X $10,000 = $30,000
Voyager 3 per wk. X $12,000 = $36,000
TOTAL 12 per wk. X -------- = $117,000
Calculating Media ExpenseMath Problem Example
Week # OFSPOTS
X Reach(Rating)
= GRPs
1 3 X 18% = 54
2 3 X 19% = 57
3 3 X 22% = 66
4 3 X 21% = 63
Summary 12 X 20% Avg. = 240 GRPs
Calculating Media ExpenseMath Problem ExampleCost Per
GRP= Budget / # of
GRPs= X
Cost PerGRP
= 117,000 / 240 = $487.50Per GRP
Cost PerGRP
= Budget / # ofGRPs
= X
Cost PerGRP
= 117,000 / 240 = $487.50Per GRP
Calculating Media ExpenseMath Problem Sample
Cost PerGRP
= Budget / # ofGRPs
= X
Cost PerGRP
= 117,000 / 240 = $487.50Per GRP
SEE HANDOUTS
VISUAL MERCHANDISINGDisplay Building