Promotional tools and Advertising

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Promotional tools and Advertising

• Advertising lecture
• MK, Unit 13

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Promotional tools
Public relations (PR)
Personal selling
Sales promotions
Advertising
3
Sort these examples of promotional tools into 4
groups

• Free samples, newspaper ads,
• sales representative, loss leaders, blogs
• TV commercials, price reductions,
• publicity, competitions, posters, sponsorship,
• 2 for the price of 1, coupons

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Promotional tools and examples
Public Relations Sales Promotion Personal selling Advertising
Publicity Sponsorship Free samples Price reductions Competitions 2 for the price of 1 coupons loss leaders Sales reps Blogs Newspaper ads TV commercials Posters
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Factors that determine the type of promotional
tools used

• The size of the companys budget and the cost of
  each promotional tool
• Market size and concentration
• Small market personal selling
• Large market advertising
• Customer information needs
• When selling equipment for nuclear power stations
  ?
• When selling beans ?
• The stage in the product life cycle.

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Task p. 64/Vocabulary

• Match up the terms with the definitions.
• Group the terms into 5 groups
• What marketers do
• Product
• Price
• Place
• Promotion

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Solution

• What marketers do
• Market segmentation, product differentiation,
  market opportunity
• Product
• Product features
• Price
• Market skimming, market penetration, price
  elasticity
• Place
• Distribution channel, wholesaler
• Promotion
• Sales representative

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The product life cycle (MK, p. 65)

• Solution
• Introduction D, E, J, P
• Growth A, G, K, N
• Maturity B, F, L, M
• Decline C, H, I, O

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Find the expression in the reading

• The number of products sold
• The number of products sold is the highest in the
  life cycle of the product
• Enter a market
• Sell off something

• sales volume
• the sales volume peaks
• penetrate a market
• liquidate

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Verbs and prices/ pricingTurn them into nouns.

• Skim pricing/ market skimming
• Penetration pricing/ market penetration
• Price reduction
• Price setting
• Price maintenance

• skim a market
• penetrate a market
• Reduce a price
• Set a price
• Maintain a price

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The product life cycle (MK, p. 65)

• What is the connection between product awareness
  and sales?
• Why are costs high at the introduction stage?
• When do they decrease? Why?
• When can skim pricing be used effectively?
• When should penetration pricing be used?
• Explain the connection between prices and
  competition. (say which type of pricing strategy
  you are talking about)
• What is the connection between competition and
  product differentiation?

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Advertising
13
Answer these questions

1. What are the 3 things a company gives to an
   advertising agency?
2. What are the 2 things they get in return?
3. What 3 different methods of determining
   advertising spending are mentioned?
4. List some disadvantages of traditional
   advertising.
5. How can the Internet be used in advertising?

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Make 3 groups out of the following expressions

• Brief, the amount of money a company wants to
  spend on advertising, advertising strategy, the
  message, statement of the objectives of the
  campaign, the reason a company advertises, what
  to tell customers about the product, budget

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BRIEF MESSAGE BUDGET
statement of the objectives of the campaign advertising strategy the amount of money a company wants to spend on advertising
the reason a company advertises (what it wants to achieve by advertising) what to tell customers about the product
Types To launch a new product. To inform customers. Etc. Types Unique Selling Proposition (USP) Added value
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Find word partnerships in the text (MK, p. 69)

• plan
• revenue, increase , promotion
• Viral
• agencies, campaign, strategy, industry,
  word-of-mouth , spending

• Media
• Sales
• Marketing
• Advertising

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Fill in the missing words

• Ulla Popken, a clothing retailer specializes in
  selling clothes for larger women, this is an
  example of n____ marketing.
• Grey power, DINKS (Double Income No Kids) and
  YUPPIES (Young Upwardly-mobile Professionals) are
  all types of market s ____.
• Our company chose DINKS as the t ____ market for
  our newest product.
• We decided to change our p ____ strategy, we
  moved our product down-market from top-of-the
  range to value-for-money.
• Some companies dont do market r ____ before
  launching a product, but these products have a
  high percentage of failure.
• The marketing m ____ the 4 Ps) has to be set when
  the product is first l ____ and then changed
  during the life of the product.

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Fill in the gaps with these wordstarget, brand,
free publicity

• It is often profitable to stir controversy. An ad
  that upsets people and so generates headlines is
  an excellent source of __ ___. But if it angers
  ____ customers, it has gone too far. Benetton, a
  fashion ___, attracts young shoppers by annoying
  their parents.

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Fill in the gaps

• It is often profitable to stir controversy. An ad
  that upsets people and so generates headlines is
  an excellent source of free publicity.
• But if it angers target customers, it has gone
  too far.
• Benetton, a fashion brand, attracts young
  shoppers by annoying their parents.