Promotion Planning
Chapter 6
Promotion Planning
6.1 Promotion
 Goals
 Define _______________ mix and explain its importance.
 Identify the steps in _____________________ the promotional plan.
 Terms
 Promotion – involves all __________________ used by a business to create a favorable impression of its
______________________ or services
 promotional mix- a _________________ of advertising, public relations, personal selling, and sales
______________________
 promotional plan – to increase the ____________________ of its promotions
CHECKPOINT
Why do businesses need to develop a promotional mix?
The Promotional Mix
 Why is the promotional mix needed? To ________________ their target market and convince them to buy their
___________________ or service
 The AIDA concept and the promotional mix
 Attention – capture the __________________ of consumers and create awareness
 Interest – ___________________ the benefits of the product to let people know what’s in it for them if
they purchase the product
 Desire – appeal to consumers’ buying _______________________
 Action – __________________ must motivate consumers to take action
The Promotional Plan
 Determine the _______________ market
 Identify ________________ objectives
 Set the __________________ budget
 Determine the __________________ mix
 Implement and evaluate the ____________________ plan
CHECKPOINT
What are the steps in developing a promotional plan?
Chapter Section Assignment: Pg 152 Check Point, Pg 154 Check Point and 6.1 Assessment #1-3 and #5 (complete in a
chart and turn in with your assessment questions)
6.2 Advertising and Public Relations
 Goals
 Discuss the __________________ and disadvantages of advertising.
 Explain the need for ____________________ relations.
 Terms
 public relations – activities and events that create _______________ for a business or other
organizations
 publicity – any ______________ form of communication designed to ________________ public interest
about a product, service, business or event.
 press release – written statement to inform the _________ about a new product or ________________
event
CHECKPOINT
Why is advertising the most common form of promotion for new products?
Advertising for Results
 Advantages of advertising – can _____________ freely about a company or product
 Disadvantages of advertising – lack of ________________
Public Relations and Publicity
 Why is there a need for public relations? It __________ the company sponsored events or _________________
activities as a way to build a positive image in the minds of consumers.
 Advertising vs. public relations – _______________ uses creative and edgy techniques to communicate a
message. Because the advertiser pays they control what the ad says, when and where it is ______________.
Public Relations the media has control
 Advantages and disadvantages of public relations – ______________ is that you can speak freely about a
company or product because _____________ is free. The disadvantage is lack of control with the media and
social media.
CHECKPOINT
How does public relations differ from advertising?
6.3 Personal Selling and Sales Promotion
 Goals
 Explain the steps _______________ in the sales process.
 Describe ________________ why sales promotion is needed.
 Terms
 personal selling - face-to-face _______________ between the buyer and seller that attempts to
influence the buying decision
 Approach - the first contact that the _______________ makes with the customer
 Preapproach - the process of _____________ prospective customers before initially contacting them
 Demonstration - a ___________ presentation that shows how a product can benefit and provide value
to the customer
 Close - the step in the sales _____________ when the customer decides to buy a product or service
 suggestion selling - offering customers ____________ products and services that could enhance the use
of their __________________ product
 follow-up - the act of _____________ the customer after the sale to ensure satisfaction
 sales promotion - the use of _________________ activities that provide extra value and buying
________________ for customers
Making the Sale
 Steps in the sales process
 Generate sales leads – identify ______________ customers
 Approach _______________ – first contact made with the customer
 Determine customer needs – asking customer questions to _____________ the customer’s needs
 Present the product – demonstrate a product to show customer how it can meet their _____________
 Overcome _______________ – view as an opportunity to supply more information
 Close the sale – spark the customers ______________ and build a strong desire
 Follow up – contacting the customer after the sale to ensure _______________.
 Improving ______________ performance - Businesses use a combination of methods such as incentives,
recognition and appreciation
CHECK POINT
What are the steps in the sales process?
Sales Promotions
 Reasons for sales promotions – ______________ awareness
 Advantages and disadvantages of sales promotion – _______________ are loyal customers and a
______________ is short term sales
 Reaching customers with sales promotions – Sent through mail, in-person, print, radio, or television.
______________ is changing how sales promotion reaches customers.
CHECK POINT
What is one of the main purposes of sales promotion?
6.4 Other Types of Promotion
 Goals
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
 Terms


Describe other types of _____________ that businesses use.
Explain the purpose of visual merchandising.
Endorsement – public ____________ of approval or support for a product or service
Direct marketing – uses techniques to get consumers to buy products or services from a ____________
setting
 Visual merchandising – process of ______________ products in a way that makes them appealing and
enticing to customers
Promotional Tools
 Endorsements
 ________________ endorsements – transfer the traits of the celebrity to the product
 Endorsement considerations – teenagers are more likely to be affected by _________________
endorsements while the older generation are more influenced by ________________ citizens or
professionals
 Word-of-mouth promotion – most _______________ form of promotion though the business does not have
control over what is said which can lead to negative results
CHECK POINT
Other than traditional forms of promotion, what other types of promotion can a business use?
Visual Merchandising
 Components of visual merchandising – window displays ,interior displays, and signs set up by an _____________
team of visual merchandisers
 Store layout – music, displays, lighting, and climate control affect shopping ________________. Brighter lights
and lighter moods result in higher _________________
CHECK POINT
Why is visual merchandising an important element of promotion?