PROMOTION
Student Notes
Written by: Krystin Glover
Georgia CTAE Resource Network 2010
1
Promotion
Communication by marketers
that __________ , persuades,
and reminds potential buyers of a
product in order to
__________an opinion or elicit a
response.
2
Promotional Mix
Combination of promotion tools
used to reach the
________market and fulfill
Advertising
the organization’s
Public Relations
overall ________.
Sales Promotion
Personal Selling
Word-of-Mouth
3
Advertising
______________, one-way
mass communication
about a product or organization
that is
_______ for by a marketer.
4
Advertising Media
Traditional
Advertising Media







Television
________
Newspapers
Magazines
________
Direct mail
Billboards
Electronic
Advertising Media
 Internet
 ______________
 Interactive video
5
Advertising
Advantages

Reach _________
number of people

______ cost per
contact
Disadvantages

Total cost is ________
6
Public Relations
Public information about a
company, good, or service
appearing in the mass _______ as
a news item, which is ________
to the company.
7
Public Relations
Advantages



Publicity is ________
advertising is not
Can be used to create a
positive ______within
the community
Viewed as being more
credible or believable
than _____________
Disadvantages

Give up much of your
____________ of
your message

Not all publicity is
___________
8
Sales Promotion
Free ____________
______________
Trade Shows
Popular Tools
for
Consumer Sales
Promotion
Vacation Giveaways
________________
9
Sales Promotion
Advantages

Unique and has special
appeal to a potential
______________
Disadvantages



Helps build customer
_____________
Difficult to end without
the customers becoming
________________
Store image and sales
can suffer if the
promotion is not
properly planned and
________________
10
Personal Selling
_____________ presentation to
one or more prospective buyers
for the purpose
of making a ___________.
11
Personal Selling
Advantages

Personal contact with
________________

Can track __________
Disadvantages

On a per contact
basis, personal
selling is the most
___________
form of promotion
12
Characteristics of Advertising
Advertising
Communication Mode
Indirect and non-personal
Communication Control
Feedback Amount
Feedback Speed
Delayed
Message Flow Direction
One-way
Message Content Control
Sponsor Identification
Yes
Reaching Large Audience
Message Flexibility
Same message to all audiences
13
Characteristics of Public Relations
Public Relations
Communication Mode
Communication Control
Usually indirect, non-personal
Moderate to low
Feedback Amount
Feedback Speed
Delayed
Message Flow Direction
One-way
Message Content Control
Sponsor Identification
No
Reaching Large Audience
Message Flexibility
Usually no direct control
14
Characteristics of Sales promotion
Sales Promotion
Communication Mode
Communication Control
Feedback Amount
Usually indirect and non-personal
Moderate to low
Little to moderate
Feedback Speed
Message Flow Direction
Message Content Control
Mostly one-way
Yes
Sponsor Identification
Reaching Large Audience
Message Flexibility
Fast
Same message to varied target
15
Characteristics of Personal Selling
Personal Selling
Communication Mode
Communication Control
Direct and face-to-face
High
Feedback Amount
Feedback Speed
Message Flow Direction
Immediate
Two-way
Message Content Control
Sponsor Identification
Yes
Reaching Large Audience
Message Flexibility
Tailored to prospect
16
Goals and Tasks of Promotion
Informing
Reminding
Persuading
17