Lesson 6

Presented By : Alcala & Quinto

 Promotion
Promotion is used by businesses to inform, persuade, and
remind consumers about products and services.
 Promotional Mix
Business use a Promotional Mix which is a combination of
advertising, public relations, personal selling, and sales
promotion, to reach their target market.
 AIDA concept and the
promotional mix
1. Attention: To sell a product or service, a business must first capture the
attention of consumers and create awareness. This can be done in
advertisements in many ways, such as by using interesting visuals and
powerful words.

2. Interest. Product awareness does not always lead to a sale. Marketers must
gain the consumers' interest. Advertisements should communicate the bencfts
of the product to let people know what's in it for them if they purchase the
product.
 AIDA concept and the
promotional mix

3. Desire: Interest and desire are closely related. As marketers build

interest in their product or service, they should try to appeal to consumers'
buying motives (emotional, rational, and patronage).

4. Action: Finally, promotions must motivate consumers to take ac-tion. A

restaurant may invite customers to use a coupon on certain menu items. A
retailer may promote discounts on selected mer-chandise. Salespeople can
offer special financing to help consumers afford purchases of high-priced
items.
 Promotional Plan
Determine the target market

Identify promotional objectives

Set the promotional budget

Determine the promotional mix

Implement and evaluate the promotional plan
 Careers in Public
Relations
Public relations is a popular and fast-paced career field,
attracting more job applicants than openings. It requires
strong interpersonal skills and teamwork. The top
priority is to promote a company's name to the public.
 Advertising for Results
Advertising is a paid communication strategy that persuades audiences
to take action.

Successful advertisements sell a business's message or product,

engaging potential customers in a personal manner, building brand
recognition.

is commonly used to introduce new products, create product

awareness, and maintain market share. Businesses must choose the
most effective advertising method to increase sales.
 Advantages of Advertising
•When businesses advertise, they bring a sense of credibility to their products.
•Consumers' opinions about a product's legitimacy and quality are more favorable when the
product is advertised.
•television advertising, is the ability to make an emotional connection with the target market
through the use of actors, music, images, and other production factors.
•Businesses can establish a competitive advantage when consumers associate favorable images
with a brand name.

Disvantages of Advertising
Even though advertisements seem like a cost-effective way to reach a large audience, the overall cost to
• produce and run advertisements in various types of media can be very expensive.

•advertising can attract consumers interest initially, it can become stale over time, causing consumers to
block it.

•just due to the sheer volume of advertisements, which is referred to as advertising clutter, consumers
have a tendency to tune out
 Public Relations and Publicity

Public relations (PR) is a crucial aspect of business and brand

reputation, involving activities like press releases, news
conferences, newsletters, and events.

•Publicity, on the other hand, is any nonpaid communication

designed to arouse public interest about a product, service,
business, or event.
 Why Is There a Need for Public Relations?

•New businesses count on public relations to make the

public aware of their existence.

•Responding to unfavorable publicity or a negative event

is also part of the public relations function.

•Publicity often goes hand in hand with public relations.

 Advertising vs. Public Relations

Advertising uses creative techniques to communicate messages,

while public relations aims for free publicity for a business.
Advertising has a longer life span, as it can run over and over again,
while public relations only receives exposure from sponsored events
or press releases. The media has control over these aspects.
Advantages and Disadvantages of Public Relations

Most people perceive publicity as more credible than an advertisement.

Consumers are more likely to believe a third-party source, such as a

reporter, because he or she can speak freely about a company or product.
The cost of public relations is relatively inexpensive.

When the release of a new product becomes the topic of big news, it can be
worth millions of dollars in free publicity.

Third party media outlets, not the company, have control over what LISTEN
The biggest disadvantage of public relations is the lack of control is said
about the company or product.
 Personal selling and
Sales Promotion

Personal Selling
is face-to-face communication between the buyer and seller that
attempts to influence the buying decision.
Steps in the Sales Process
Generate Sales Leads
Approach Customers
Determine customers needs
Present the product
Overcome objections
Close the sale
Follow up
 Sales Promotion
involves the use of marketing activities that provide extra value and
buying incentives for customers. Common types of sales promotions
include price discounts, coupons, rebates, giveaways, contests,
sweepstakes, product displays, free product samples, and loyalty
marketing programs
 Reasons for Sales Promotions
Sales promotion tries to influence consumers
behavior by giving them an incentive to make an
immediate purchase. Sales promotions can be
used to introduce a new product, increase short-
term consumer demand, strengthen brand
loyalty, and influence consumer behavior.
 Advantages and Disadvantages of
Sales Promotion
They result in short-term sales that can increase a business's
revenue. These sales can lead to loyal customers.
Although generating short-term sales is an advantage of sales
promotion, it is also a disadvantage. Sales will decrease when the
promotion ends, and there is no guarantee that customers will
return. Customers may shift their loyalty to products associated
with other special promotions.
 Other Types of Promotion

Product Placement

Product placement is a strategy used by businesses to promote their

products in entertainment, such as movies, TV shows, and video
games. It adds realism to the content and provides valuable
exposure for the business.
 Promotional Tools
In addition to the types of promotion already discussed, there are several other
promotional tools that businesses can use to reach customers. Three types
include endorsements, word-of-mouth promotion, and direct marketing. These
elements are often used in conjunction with some of the more traditional
promotional methods.

Endorsements
Celebrity Endorsements
Endorsement Considerations
Word-of-Mouth Promotion
Direct Marketing
 Visual Merchandising
For a retail business, visual merchandising is an important part of
promoting the sale of products. Visual merchandising is the process or
displaying product in a way that makes them appealing and enticing to
customers.

Components of Visual Merchandising

Visual merchandising includes window displays, interior displays, and
signs. Most Trailers have an in-house team of visual merchandisers to.
design product displays.
 Store Layout
Visual merchandising also involves the layout of the store. Music,
product displays, lighting, and even climate control can affect the
shopping experience.
Thank You