PRODUCT PROMOTION
What Will You Do To Sell
Your Product?
Promotion
Integrated Marketing
Communications
Advertising
Personal selling
Sales promotion
Public relations
Direct marketing
Promotions - AIDA Approach
• Increase
awareness
• Attract interest
• Arouse desire
• Initiate action
Setting the Promotion Mix
Advertising
Reach Many Buyers, Repeat Message
Many Times, Impersonal, Expensive
Personal
Selling
Sales
Promotion
Public
Relations
Direct
Marketing
Personal Interaction, Relationship
Building, Most Expensive Promo Tool
Wide Assortment of Tools, Rewards
Quick Response, Efforts Short-Lived
Very Believable, Dramatize a Company
or Product, Underutilized
Nonpublic, Immediate, Customized,
Interactive
Promotional Objectives
Action
Unawareness
Awareness
Conviction
Knowledge
Preference
Liking
Promotional Mix
Involves personal and non-personal
communication techniques
Is determined by three factors
– Geographical nature
• wide market requires mass coverage
• local market use personal selling
– Business’s target customers
• Shotgun promotion or consumer analysis
– Product’s characteristics
• High priced item use personal selling
• Inexpensive item use advertising
Billboard
Promotion Mix
Advertising
Paid for impersonal presentation of an idea that is
identified with a business.
• Informs, persuades, reminds customers
Conveys a consistent, enduring image that reinforces the
position of the product or company
• McDonald’s “I’m Loving It”
• Pepsi “The Pepsi Generation”
Print – magazines, newspapers, direct mail
Broadcast – television, radio
Display – billboards, signs, posters
• Daily newspaper, weekly newspaper, telephone directory, direct
mail, radio, television, transit, outdoor, local magazine, posters and
leaflets, billboards, athletic arenas, park benches.
Product and Institutional advertising
Newspaper Advertisement
Sales Promotion
Short-term inducement to encourage trial or
purchase a product or service
Aimed at consumers at the point-of-sale
In-store displays or On-package
– Communication, incentive, invitation with customers
– Contests, games, gifts, coupons, sampling, rebates,
exhibits, demonstrations, trade-in, point-of-purchase
discount, free weekends, video tapes.
Offer promotions to top selling salespersons in
company or retail outlets selling the product
Face Book Business Page
Twitter Business Page
Personal Selling
“Two-way communication for the purpose of
making sales and building customer relationships.”
Face to face interaction with one or more
prospective purchasers, to make presentations,
answer questions
Provides a forum for immediate exchange of
needs, goals, ideas, and feedback
– Personal confrontation, relationship building, response
– Sales presentations, meetings, incentive programs,
samples trade shows
Advertisement that will appear in Foot Magazine
Join the Revolution.
Want girls?
He did.
Public Relations
Programs designed to promote and/or
protect a company’s image or its individual
products.
– Obtain favorable publicity, improve “corporate
image”, head off unfavorable rumors, stories,
events
• High credibility, ability to catch buyers off guard,
dramatization
• Press kits, speeches, seminars, charitable donations,
sponsorships, publications events, company
newsletter
Direct Marketing
 Using non personal contact tools
to communicate directly or solicit
a response for specific customers
and prospects
– Nonpublic, customized,
up-to-date, interactive
– Catalogs, mailings,
telemarketing, electronic
shopping, fax mail, email, voice mail
Advertisement that will appear in Foot Magazine
Need a new bike?
Join the Revolution.
The Product Life Cycle
Sales Curve
Dollars
Profit Curve
Time
Growth
Product
Maturity
Decline
Introduction
Development
12-8
Factors in Setting the
Promotional Mix
Product Life Cycle
– Introduction stage – advertising, public relations,
personal selling promote trial purchase and
awareness
– Growth stage – advertising, public relations
continue, promotion reduced
– Maturity – sales promotion important again
– Decline – advertising continues, PR is dropped, sales
promotion continues
Website
Factors in Setting Promotion
Mix
Strategy that
Calls for
Spending A Lot
on Advertising
and Consumer
Promotion to
Build Up (Pull)
Consumer
Demand.
Strategy
Selected
Depends
on:
Type of
ProductMarket &
Product
Life-Cycle
Stage
Strategy that
Calls for Using
the Salesforce
and Trade
Promotion to
Push the
Product Through
the Channels.
Profiles of Major Media Types
Medium
Advantages
Limitations
Internet
Allows messages to be customized,
reaches specific market interactive
capabilities
Clutter, audience characteristics, hard
to measure effectiveness
Newspapers
Flexibility, timeliness, good local market,
coverage
Short life, poor reproduction quality,
small pass-along audience
Television
Good mass market coverage, combines
sight, sound, & motion
High absolute cost, high clutter,
fleeting exposure, less audience
selectivity
Direct Mail
High audience selectivity, flexibility, no ad
competition, allows personalization
Relatively high cost per exposure,
“junk mail” image
Radio
Good local acceptance, high geographic &
demographic selectivity, low cost
Audio only, low attention, (“the halfheard” medium); fragmented audience
Magazines
High geographic & demographic
selectivity, long life & good pass-along
readership
Long advertisement purchase lead
time, high cost, no guarantee of
position
Outdoor
Flexibility, high repeat exposure, low cost,
low message competition
Little audience selectivity, creative
limitations
Magazine Advertisement
Wall
facebook
Pure Tranquility
Photos
Flair
Boxes
Pure Tranquility Spa
Pure Tranquility Spa
Wall
Info
Photos
Boxes
Write something…
Share
View photos of Pure Tranquility Spa
Send Pure Tranquility a message
Pure Tranquility has a special going on all day .
Poke message
May 1, 2012
All products buy one get one
half off.
Lisa I love my nails that I got at Pure Tranquility!
April 28, 2012
Information
Location:
Hilton Head, South Carolina
Description:
Spa and Hair Salon
Appointment Only
Hours:
Mon-Thurs 10 a.m. – 9 p.m.
Friday 10 a.m. – 6 p.m.
Saturday 9 a.m. – 4:30 p.m.
Sunday - Closed
Pure Tranquility schedule your appointment today!
April 15, 2012
Pure Tranquility Blair just won a free massage from our monthly drawing!
Friends
Pure Tranquility
all massages the month of march are half off!
February 28, 2012
Blair
Lisa
Sally
Blair Pure Tranquility has the best spa in the state!
February 15, 2012
Logout
Wall
facebook
Pure Tranquility
Photos
Flair
Boxes
Pure Tranquility
Pure Tranquility get relaxed Today for $5 off any service
Wall
Info
Photos
Boxes
Basic Information
Networks:
Owners:
Hometown:
Hours:
Spa
Chelsie McClintock & Madeleine Knox
Hilton Head, South Carolina
Monday-Thursday 10 a.m.- 9p.m.
Friday 10 a.m. – 6 p.m.
Saturday 9 a.m. – 4:30 p.m.
Sunday- Closed
View photos of Pure Tranquility (5)
Send Pure Tranquility a message
Poke message
About us
Information
Location:
Hilton Head, South Carolina
Description:
Spa and Hair Salon
Appointment Only
Hours:
Mon-Thurs 10 a.m. – 9 p.m.
Friday 10 a.m. – 6 p.m.
Saturday 9 a.m. – 4:30 p.m.
Sunday - Closed
Pure Tranquility is a Spa. We have a full hair and nail salon. We also have a wide choice of
massages and facials to choose from. We are located on the beach in Hilton Head. Our
building is a newly constructed lighthouse, with a beach only open to our customers. If you are
at our spa and tag yourself here you automatically receive $10 off your service.
Contact Information
Photos
2 Albums
Address:
The Spa
Updated last
Tuesday
Services
Updated two
months ago
772 Lighthouse Drive, Hilton Head, South Carolina 29925
Phone Number:
(843) 468-6772
Website:
www.puretranquility.com
Logout
Wall
facebook
Photos
Flair
Boxes
Pure Tranquility
Pure Tranquility get $5 off any service today!
Wall
Info
Photos
Boxes
Photos of Pure Tranquility 7 Photos
Pure Tranquility Albums 2 Photo Alums
The Spa
5 photos
The Beach
5 photos
Profile Pictures
1 photo
Pure Tranquility
Logout