Advanced Marketing
Promotion
Defined:
Communication used to inform,
persuade, or educate a target market
about a product/service or business.
Promotional Mix
Strategies used to promote product or service;
The promotional mix is used in the
promotion plan
 Advertising
 Selling
 Sales Promotion
 Publicity/Public Relations
What is a Promotion Plan?
• Vital Part of Marketing Plan
• Road-map of promotion activities
• Coordinates all elements of
promotion to support overall
promotional and marketing
objectives
Promotional Plan
 A Vital Part of the Marketing Plan
PromotionPlan.Chart.Adv.Mktg..docx
Purpose of the Promotion Plan
 Outline marketing and sales objectives
 Provide easy “roadmap” to market product
 Gives focus and direction to marketing
efforts
 Coordinates all promotional activities
 A vital part of the overall marketing plan
Components of Promotion Plan
 Objective(s)
 Theme
 Media
 Personnel
 Timing
 Implementation
 Evaluation
McDonalds: “Lovin’ It” campaign
 http://nrn.com/advertising/mcdonald-s-updates-i-m-
lovin-it-campaign
Assignment: Student work with a partner; using the
Internet, read the article featured in the above. Click on
the active links to view the ads.
Apply Promotion Plan
ADVERTISING
Print
Broadcast
Billboards
Social Media/Internet
SELLING
Trained sales for
business-to-business
Trained sales for
business to
consumer
SALES PROMOTION
Theme
Objective
Media
Personnel
Timing
Implementation
Evaluation
Contests
Events
Coupons
Give-Aways/ Free Samples
PUBLIC RELATIONS/ PUBLICITY
Press Releases to media
Focused efforts to
communicate positive image
Topics of interest to public
Human expenditure
Internal vs. External Promotion
 Plan for both internal and external promotion
Internal Marketing of Products
Internal Marketing- marketing or promoting the
product WITHIN the business
Purpose:
 Interact with employees to build product awareness
 Build product knowledge
 Create team atmosphere and common goal for product
sales
 Ensure customer inquiries are consistently addressed
correctly
Example: The Falcons’ Nest
Customer Inquiry: What is the new “spirit jersey”
product that I saw advertised in the winter sale flyer?
How would you answer this question?
(Students take a few minutes to answer)
Comparison of responses
The Correct Response:
 The spirit jersey is a shirt that has become very popular
across college campuses
 The shirt is purchased by mostly women and has
become very popular with sororities
 The shirt is styled like a replica football jersey
 Oversized; large lettering on the back of the shirt that
extends across the shoulders
 Our spirit jersey is navy blue with Briar Woods print
across the back in white print
 It’s 100% cotton and is VERY comfortable!
External Promotion
External promotion involves marketing and promoting
the product OUTSIDE of the company to prospective
customers
Purpose:
 Generate product sales
 Enhance public image of product or company
 Generate publicity
External promotion can be business to business or
business to consumer
Methods of Promotion
Trade shows (Also Called Trade Shows,
Trade Exhibitions or Expos)
Allowances
Consumer promotions
Trade Shows
Defined:
Exhibition organized so that
companies may showcase their
products/services
Business to Business Trade Show
Business to Consumer Trade Show
Business to Business Trade Show
Grind Master Corporation Exhibits at Trade Show
Example: Grind Master
 Makes products for food and beverage service industry
 Products include: coffee grinders; coffee and tea
brewers; ovens; griddles; food warmers, and many
more
 Primary customers are business to business such as
Restaurants, cafeterias, corporate offices
Example of
“Sell Sheet”
Used for Internal and
External Marketing
Business to Consumer Trade Shows
The Washington Auto Show premiers
newest cars to consumers
Business to Consumer Trade Shows
 Vendors showcase latest offerings to consumers
 Promotes the business and products
 Provides detailed product information and leads
consumers towards purchasing decisions
 Enables businesses to meet potential customers
 Face to face conversations with potential customers
 Gather feedback and conduct market research
 Typically an entrance fee
Assignment- 50 Points
 Students work with a partner
 Visit the website for the Washington Auto Show
http://www.washingtonautoshow.com/2015-showinfo/exhibitor-listing/
Identify the following:
Name of Trade Show
Date, Location, and Times Open
Cost
Exhibitors (name 3)
Sponsors (name 3)
How Are Different Promotional Elements Applied to this Show (Example
of how exhibitors may use Sales Promotion; Selling; Advertising;
How Can the Exhibitors Gain Marketing Research from this event?
Promotional Allowances
 Reduction of the wholesale price for
the retailer
 Given my manufacturers to retailers to
compensate the retailer for promoting
the product or line
Consumer Promotions
 Coupons
 Sponsorship
 Premiums
 Promotional Tie-Ins
 Deals
 Placement
 Incentives
 Loyalty Marketing
Programs
 Product Samples
 Point of Purchase
Displays
Class Assignment
 Students will work individually or with a partner to
develop a consumer promotion for The Falcons’ Nest.
 Each group/individual will prepare a PPT presentation
that explains the definition and application of their
selected form of consumer promotion
 Also, within the PPT presentation, students
a) will apply this consumer promotion to The Falcons’
Nest
b) outline their recommendation and explain how this
promotion will increase sales revenue for the store
c) Provide prototype of the promotion (if applicablesuch as coupon; sales promotion ad, etc.)
d) Provide detailed plan for implementation