Promoting Products

1
CHAPTER 13

• Promoting Products

2
Promotion

• Promotion
• Aspect of the marketing mix concerned with the
  most effective techniques for selling a product

3
Information Exchange Values

• In free-market systems, a business uses
  promotional methods to communicate information
  about itself and its products to consumers and
  industrial buyers

4
Promotional Objectives

• Communicate Information
• Position Products
• Add Value
• Control Sales Volume

5
Promotional Strategies

• Pull Strategy
• Promotional strategy designed to appeal directly
  to consumers who will demand a product from
  retailers
• Push Strategy
• Promotional strategy designed to encourage
  wholesalers or retailers to market products to
  consumers

6
Promotional Mix

• Four types of promotional tools
• Advertising
• Personal Selling
• Sales Promotions
• Publicity and Public Relations

7
The Consumer Buying Process/Promotional Mix
Stages of the Consumer Buying Process
Problem (Need) Recognition
Information Seeking
Evaluation of Alternatives
Postpurchase Evaluation
THANKS!
NEW!
Most Effective Promotional Tool
ADVERTISING Publicity
ADVERTISING Personal Selling
PERSONAL SELLING
SALES PROMOTION Personnel Selling
ADVERTISING Personal Selling
13 - 7
8
Advertising Promotions

• Advertising
• Promotional tool consisting of paid, nonpersonal
  communication used by an identified sponsor to
  inform an audience about a product

9
Advertising Strategies

• Persuasive Advertising
• Advertising strategy that tries to influence
  consumers to buy one companys products instead
  of those of its rivals
• Comparative Advertising
• Advertising strategy that directly compares two
  or more products
• Reminder Advertising
• Advertising strategy that tries to keep a
  products name in the consumers mind

10
Advertising Media

• Variety of communication devices for carrying a
  sellers message to potential customers

• Most common types of advertising media
• Newspapers
• Television
• Direct Mail

Messages are mailed directly to consumers homes
or places of business

• Radio
• Magazines
• Outdoor Advertising

Billboards, signs, advertisements on buses,
street furniture, taxis, stadiums, subways
11
Advertising Media

• Most recent forms of advertising
• Internet
• Offers high potential, however, most marketers
  recognize that it also has limitations
• Targeted advertising is meeting with success
  because, Internet advertisers can measure the
  success of each ad
• Virtual Advertising
• Digital implants of brands or products in live or
  taped programming gives illusion product is part
  of the show
• Advertisers product can appear as part of the
  television show instead of during commercial
  breaks

12
Personal Selling

• Promotional tool in which a salesperson
  communicates one-on-one with potential customers

13
Personal Selling
Retail Selling Products are sold for buyers
personal or household use Industrial
Selling Products are sold to businesses for
manufacturing other products or for resale
14
The Personal Selling Process

• Prospecting Qualifying
• Approaching
• Presenting Demonstrating
• Handling Objections
• Closing
• Following up

15
Sales Promotions

• Types of sales promotions
• Coupon a certificate is issued entitling the
  buyer to a reduced price
• Point-of-Purchase (POP) Display product displays
  are located in certain areas to stimulate
  purchase
• Premium offers of free or reduced-price items
  are used to stimulate purchases
• Trade Show various members of an industry gather
  to display, demonstrate, and sell products

16
Publicity Public Relations

• Publicity
• Promotional tool in which information about a
  company or product is transmitted by general mass
  media
• Public Relations
• Company-influenced publicity directed at building
  good will between an organization and potential
  customers