UNIT
Promotion
ACTIVITY
Using note cards, describe your favorite Commercial WITHOUT indicating the product
or service. Share your commercial with the class & see how many students recognize the
ad, can identify the brand, & got the message. Did a lot of students pick commercials
that most people recognized? How did they do that?
ASSIGNMENT
Read Chapter 28 Complete Pages 135 - 136 From the Workbook (Handout Provided)
Do questions 6 - 10 in the text on page 380
OBJECTIVE
Be able to break promotion down into its six components. Define each component &
provide examples
Advertising
Display
Public Relations
Publicity
Personal Selling
Sales
Promotion
ACTIVITY
With a partner, describe how “Coca - Cola” uses all six of these discussed components in
its promotional campaigns:
OBJECTIVE
Be able to define the phrase “Promotional Mix”
OBJECTIVE
Be able to identify two advantages & two disadvantages to each type of promotional
method discussed in class
ACTIVITY
In a small group, identify the advantages & disadvantages of the promotional method
given to your group. See Handout for Results
OBJECTIVE
Using the communications model discussed in Level I, be able to identify the role
business & consumers play when a company promotes a good or service.
The Communications Model
The Sender
The Message
The Receiver
ASSIGNMENT
Read Chapter 29, pages 382 - 389.
Do any two of the “Critical Thinking” questions on page 390.
Do workbook pages 139 – 141 (Handout provided)
Feedback
Blocks
Distractions
Developing a Promotional Campaign
STEP 1
OBJECTIVE
Be able to identify & answer the six basic questions reviewed at the start of any
promotional campaign. If your were told to give a speech, what six basic questions
would you want answered before you spoke?
The Six Basic Questions
What should I promote?
Why should I promote?
To whom should I promote?
Where should I promote?
When should I promote?
How should I promote?
OBJECTIVE
Be able to define Buying Motives & provide examples when given different
products/services & market segments Buying Motives: The reasons why people buy
products & services
Buying Motives
EMOTIONAL
love
friendship
sympathy
fear
social approval
pleasure
comfort
RATIONAL
convenience
efficiency
durability
dependability
saving/making $$$
saving time
investments
OBJECTIVE
Be able to identify examples of the different types of promotional campaigns presented
Institutional
Product/Service
Event
Ideas
OBJECTIVE
Be Able to Define the Terms:
Theme:
Slogan:
Brand:
Trademark:
Central Idea or Idea of a Promotional Campaign
Catchy, Easy to Remember Phrase Summarizing a Theme
Name Given to a Line of Goods
A Picture or Symbol Identifying Your Product or Company
OBJECTIVE
Be Able to Define Marketing Research & the Questions it Can Answer For Your
Company
Marketing Research: Gathering Information About the Consumers Most Likely to Buy
My Product/Service:
Who are my customers?
Where can I reach them?
When can I reach them?
Important Concepts in Marketing Research:
Market Segmentation
Dividing “The Market” into smaller, easier to reach, easier to
satisfy groups based on their . . .
Demographics The defining characteristics of people that can used to divide large
groups into smaller groups
Age
Sex
Geographic
Location
Incomes
Occupations
Demographics
Interests
Hobbies
Demographics
Religion
Ethnic
Background
Wealth
Body Types
Educ.
Family Size
Race
Etc.Etc.
Questions You Need to Ask
What do these people want & need?
What kind of problems do they have?
What is the most important buying motive?
How can I reach them?
How much will they spend?
What are their alternatives?
Etc. etc. etc.
EXAMPLE : Married Couples Living in Four Bedroom Homes & No Children Left
What do these people want & need?
What kind of problems do they have?
What is the most important buying motive?
How can I reach them?
How much will they spend?
For the AnswersDo Marketing Research!!!
Primary:
Secondary:
Research done by the company
Reviewing information gathered by others
ACTIVITY
First: Using “A Capital Market Place” article as a guide, make a list of the demographics of the people who live in or near Washington DC. Second: Using your list of
demographics as a guide, identify the buying motives and products for each demographic
group. PROBLEM!!! The demographics and buying behaviors of our populations
change constantly & we are expected to keep up if we are to be successful
ACTIVITY: Using “You’ll Know it’s the 21st Century” article as a guide, identify the
demographic changes occurring in our country. Secondly, identify the buying motives
and products that will become important in the future in our country
OBJECTIVE
Be Able to Identify the Advantages & Disadvantages of the Various Media Available
ASSIGNMENTRead Chapter 30, pages.Do two of the “Critical Thinking” questions on
page 402. Do workbook page 145
Advertising Media
Direct Mail
Advertising
Media
Specialty
(Sales
Promo)
“OutofHome”
Print
Newspaper
Magazines
Directories
Broadcast
TV
Radio
Billboards, Transit
Other
Telemarketing
Movie Ads
Specialty Items
Etc.
Media Evaluation Criteria
Graphics
Flexibility
Life Span
Reach
Total Cost
Cost Per Capita
Use of Senses
Targeting Ability
Response
Personalize
Competition
Measurement
Media Evaluation
Activity: Given a specific media identified in class, have a small group list three
advantages & three disadvantages of that media. Present your results to the class.
Support your opinion with sound reasoning.
Media Evaluation Homework
Assignment: Given a list of the various media available & a chart featuring the important
criteria to consider when evaluating media, identify the strengths & weaknesses of each
media.
OBJECTIVE
Be able to describe the 12 techniques used by advertisers to encourage consumers to buy
a product, service, or idea.
Involvement
Appeal to Fear
Association
Timing
Repetition
Saliency
Appeal to Emotions
Buzz Words
Mkt. Segmentation
Volume
Brand Names
Cinderella Syndrome
OBJECTIVE
Be able to identify & explain the use of the AIDA Theory in the creation of print ads
AIDA Theory
Attention
Desire
Interest
Action
OBJECTIVE
Be able to design & write copy for a printed advertisement. Terms to Know:
Copy
Font
Art (Graphics)
Layout
Logotype
White space
Trademark
Headline
Sub Head
Copy
Usually the largest, boldest words on the page
Just below headline in a medium font
The majority of the printed message
Headlines Get the reader’s attention by:
Asking a question
Suggesting an action
Stating an interesting fact
Stating a benefit
Sub-heads:
Builds on the headlines, draws attention to the content, & brings the
reader into the copy
The Copy
Must create interest
Must be accurate/truthful
Develop desire for the product
Must ask for an action
ask For a Buying Action
COPY
Building Interest:
ID a problem
Relate it to the customer’s
problem
Create Desire:
Offer to solve their problems
Offer benefits
Be absolutely clear
GRAPHICS
Illustrations Can:
Get attention
Have sales appeal
Communicate benefits
Types:
Pictures, drawings, designs,
backgrounds, holographs, etc.
Steps in Advertisement Design
Copywriters Do rough drafts
Artists does a Thumbnail Sketch
OBJECTIVE
Be able to write effective radio copy (Know 8 of the 10 rules for writing radio copy)
The opening must grab attention
Talk to only one person
Write the way you talk, not the way
you write
Stress a benefit
Writing Radio Copy
Use “power words” or active verbs
You don’t need complete sentences
Use the company name a lot
Make sure your copy is “correct”
(wording)
Writing Radio Copy
Don’t begin with a question
Limit your ad to two main points
Be honest (Don’t overstate your
case)
Ask for an action
OBJECTIVE
Be able to define the terms associated with media expense calculations
Media Expense Factors
Circulation (Audience)
Inserts
Production Costs
Most ads are “Run of Paper”
Preferred Space Location
(ROP)
Discounts
Special locations add to the
Prestige & Credibility of Media
expense
Reproduction Quality
“Split runs” add to the expense
How Specific You Want the
Target Market
Newspaper Advertising
Production Costs are low
Special requests add to cost
color
Newspaper Advertising
Advertising is sold using “Rate Cards”
“Flat Rate” refers to a price per line inch (Found on Rate Card).
“Sliding Scale” refers to discounts available for frequent or large ads
A “Combination Rate” refers to the price given for advertising in various media owned
by the same company
Magazine Advertising
Similar to newspaper advertising
Allows for “secondary circulation”
Production expense varies, but is usually much higher than newspapers (+30% for color)
Preferred locations cost more (back cover)
“Bleed Pages” are ads without borders (15 - 20 % surcharge is added)
Magazine Advertising
“Gatefolds” are ads with bi- or tri- folds and cost extra
“Spreads” are ads on two facing pages and cost extra
“Split-runs” are similar to newspaper ads
Size, dollar, & frequency discounts available
Television Advertising
Expense is high, but the reach is great
Expense varies with audience size, season of the year, time of day, preferred location of
ad, length, & production expense.
Time of day is broken into parts
called “Day-parts”:
“Prime Time”
7:30 pm - 11:00 pm
“Day-time”
10:00 am - 4:30 pm
Television Advertising
TV viewing is highest in winter, low in summer
Program quality & popularity effect expense
“Run of Program” (ROP) is done on TV
TV rates are set by “Gross Rating Points” (GRPs) representing 1% of the potential
market
Radio Advertising
Similar to TV except that production expense is lower
“Dayparts”
Drive time
5:30 am - 10:00 am
3:00 pm - 7:00 pm
Day time
10:00 am - 3:00 pm
Evenings
7:00 pm - 12:00 pm
Overnight
12:00 pm - 5:30 am
Calculating Media Expense
Absolute vs. relative expense of advertising
Numbers based on marketing research
CPM
Cost per thousand
CPRP Cost per rating point
Rating Systems
Neilson Audit Bureau of Circulation
Arbitron Traffic Audit Bureau
OBJECTIVE
Be able to calculate the expense of advertising in the various media
Calculating Media Expense
Math Problem Example