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Promotion
Promotion
Promotion
Product
Chpt 11
Place
Promotion
Chpt 13, Basic Promotion
– Intergrated Marketing Communications
Price
Promotion Slide 2
Promotion
• Personal Selling
• Mass Selling
• Advertising
• Publicity
• Sales Promotion
Chpt 13 in the Marketing 106 course Copyright, Professor W.T.G. Richardson, Seneca College
Promotion Slide 3
Promotion
• communication of information
• influence the buyer
3 methods
Personal Selling
Mass Selling
Sales Promotion
Chpt 13 in the Marketing 106 course Copyright, Professor W.T.G. Richardson, Seneca College
Promotion Slide 4
Personal Selling
• direct communication between seller
and buyer
• face2face contact
•Usually used to sell industrial goods and
services
•Also used to sell some expensive
consumer items, eg. Cars, computer
systems
Chpt 13 in the Marketing 106 course Copyright, Professor W.T.G. Richardson, Seneca College
Promotion Slide 5
Mass Selling
• communicating with large numbers of
potential customers
• “non”-personal selling
• used when the target market is large
and dispersed
•Advertising is a form of Mass Selling
Chpt 13 in the Marketing 106 course Copyright, Professor W.T.G. Richardson, Seneca College
Promotion Slide 6
Advertising
• the main form of mass selling
• any paid form of nonpersonal
communication
eg. Techniques include billboard ads and
TV commercials
Chpt 13 in the Marketing 106 course Copyright, Professor W.T.G. Richardson, Seneca College
Promotion Slide 7
Publicity
Chpt 13 in the Marketing 106 course Copyright, Professor W.T.G. Richardson, Seneca College
Promotion Slide 8
Publicity
Examples of Publicity
• famous person photographed using your
product
• your product mentioned in National News in
a positive way
• your product featured in a movie
• TV commentary about aspects of your
product trade magazines carrying a story
eg. Road and Track doing a feature on the new
Landrover
Chpt 13 in the Marketing 106 course Copyright, Professor W.T.G. Richardson, Seneca College
Promotion Slide 9
Publicity
Publicity can be negative
eg. If a famous movie star gets electrocuted using your
product, this can cause people to NOT want to buy it -
this would be a major problems
eg. If your product is sabotaged - this could include
tampering with medical products ie. Tylenol
eg. If there are negative rumours about the ingredients
in your product
eg. If there are negative ingredients about the moral
aspects of your company
Chpt 13 in the Marketing 106 course Copyright, Professor W.T.G. Richardson, Seneca College
Promotion Slide 10
Promotion People
• Sales Managers
• Advertising Managers
• Sales Promotion Managers
Chpt 13 in the Marketing 106 course Copyright, Professor W.T.G. Richardson, Seneca College
Promotion Slide 11
Promotion People
Sales Managers
• Are concerned with managing personal
selling
• In small companies this person also does
the advertising and sales promotion
Chpt 13 in the Marketing 106 course Copyright, Professor W.T.G. Richardson, Seneca College
Promotion Slide 12
Promotion People
Advertising Managers
• They manage the mass selling activities
• They chose the company to make the
commercials
• Pick the billboard signs etc.
• If the company is big enough they hire an
outside agency
• They may also do publicity as well
Chpt 13 in the Marketing 106 course Copyright, Professor W.T.G. Richardson, Seneca College
Promotion Slide 13
Promotion People
Chpt 13 in the Marketing 106 course Copyright, Professor W.T.G. Richardson, Seneca College
Promotion Slide 14
Chpt 13 in the Marketing 106 course Copyright, Professor W.T.G. Richardson, Seneca College
Promotion Slide 15
Chpt 13 in the Marketing 106 course Copyright, Professor W.T.G. Richardson, Seneca College
Promotion Slide 17
Informing
• people have to know about it, in order to buy it
Persuading
• when competition offers similar product, you have
to “persuade” them to try yours
Reminding
• when new competition comes along, you have to
“remind” customers of your greater experience,
advantages etc.
Chpt 13 in the Marketing 106 course Copyright, Professor W.T.G. Richardson, Seneca College
Promotion Slide 22
• run contests for salespeople to win prizes for selling the product
Chpt 13 in the Marketing 106 course Copyright, Professor W.T.G. Richardson, Seneca College
Promotion Slide 23
Chpt 13 in the Marketing 106 course Copyright, Professor W.T.G. Richardson, Seneca College
Promotion Slide 24
Chpt 13 in the Marketing 106 course Copyright, Professor W.T.G. Richardson, Seneca College
Promotion Slide 25
Adoption Process
• Innovators
• Early Adopters - sales people concentrate their efforts here
• Early majority
• Late majority
• Laggards, or nonadopters
Chpt 13 in the Marketing 106 course Copyright, Professor W.T.G. Richardson, Seneca College
Promotion Slide 28
Chpt 13 in the Marketing 106 course Copyright, Professor W.T.G. Richardson, Seneca College
Promotion Slide 29
Chpt 13 in the Marketing 106 course Copyright, Professor W.T.G. Richardson, Seneca College