UNIT 7: PROMOTION
WHAT IS PROMOTION?
Promotion:
Promotional Mix:
Advertising:
How Is Advertising Different From Other Forms Of Promotion:
1.
2.
3.
Advantages of Advertising:
Disadvantages of Advertising:
Publicity:
Advantages of Publicity:
Disadvantages of Publicity:
Sales Promotion:
Unique Characteristics of Sales Promotion:
*
*
*
Consumer Sales Promotions:
*
*
*
*
*
Licensing:
Promotional Tie-Ins:
Visual Merchandising and Display:
Premiums and Incentives:
Product Samples:
Advantages of Sales Promotion:
Disadvantages of Sales Promotion:
Personal Selling:
Advantages of Personal Selling:
Disadvantages of Personal Selling:
UNIT 8: PROMOTION
ADVERTISING MEDIA
Purpose of Advertising:
Types of Advertising:
*
*
Promotional Advertising:
Institutional Advertising:
Media:
Print Media:
Newspaper Advertising Advantages:
Newspaper Advertising Disadvantages:
Magazine Advertising Advantages:
Magazine Advertising Disadvantages:
Direct Mail Advertising:
Direct Mail Advertising Advantages:
Direct Mail Advertising Disadvantages:
Outdoor Advertising:
*
*
*
Outdoor Advertising Advantages:
Outdoor Advertising Disadvantages:
Directory Advertising:
Directory Advertising Advantages:
Directory Advertising Disadvantages:
Transit Advertising:
Transit Advertising Advantages:
Transit Advertising Disadvantages:
Broadcast Media:
Radio Advertising Advantages:
Radio Advertising Disadvantages:
TV Advertising Advantages:
TV Advertising Disadvantages:
Specialty Media:
Specialty Media Advantages:
Specialty Media Disadvantages:
Other Advertising Media:
UNIT 8: PROMOTION
DEVELOPING PRINT ADVERTISEMENTS
Elements of Print Advertisements:
*
*
*
*
Goals of Print Advertisements:
*
*
*
*
Headline:
Headline Techniques:
Hints For Writing Powerful Headlines:
Copy:
Goals For Copy:
*
*
*
*
Key Words To Use In Copy:
*
*
*
*
*
*
*
A Copy Should….
Illustration:
Primary Functions of Illustration:
*
*
*
Illustration Should Show:
Signature:
Slogans:
Developing Ad Layouts:
Using Color In Print Advertisements:
Selecting Font and Sizes:
Advertising Proof:
Before Final Approval:
Example Layout: