9_307_Promotion - USC M ar keting 307 #9 Pr omotion 2006...

Info iconThis preview shows pages 1–3. Sign up to view the full content.

View Full Document Right Arrow Icon

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
This is the end of the preview. Sign up to access the rest of the document.

Unformatted text preview: USC M ar keting 307 #9 Pr omotion 2006 Ira S. Kalb. All rights reserved. 1 1. Definition . Communicating the benefits of the complete product to (your target audience) to produce a buying action. 2. Main Promotion Categories . There are numerous types of promotion. 2-1. Personal Selling. Face-to-face, one-on-one (or a few) promotion. 2-2. Advertising. Impersonal communications that is typically paid (Print, Broadcast, Outdoor, Online). 2-3. Direct. Communications without face-to-face contact (Direct mail, Telemarketing, Direct-response Advertising, and Internet). 2-4. Sales promotion. Incentives to buy or sell quicker (Sales, Rebates, Discounts, Coupons average US redemption rate = 2.5%). 2-5. One-on-many face-to-face. Trade shows, Seminars, Speeches. 2-6. Publicity and Public Relations. Press releases, written articles, stunts, awards, testimonials, video clips and podcasts, blogs, etc. 2-7. Product Placement. Getting your product in a TV show, movie, video, game so that it makes a positive impression by association. 2-8. Word-of-mouth. Arming your sales army with information they can pass on to their colleagues/friends to spread the positive word. 2-9. Visitors and callers. Making a positive impression on visitors or callers to your store, office, Web site. 2-10. Free samples. Free samples to your target audience. 2-11. Company/product ID vehicles. Stationery, business cards, packaging, ... that carry your name, logo, slogan, color, font, 2-12. Specialty advertising. Coffee mugs, t-shirts, pens, and other giveaways (or you can sell them too) to promote your products. Promotion can include any type of communication that is directed at your publics. Packaging has a product function (protect the insides) as well as a promotion function (communicate benefits and sell). USC M ar keting 307 #9 Pr omotion 2006 Ira S. Kalb. All rights reserved. 2 3. Promotion Stages AIDA Model. 3-1. Attention You have to get their attention. 3-2. Interest Get them interested. 3-3. Decision Get them to decide to take the next step. 3-4. Action Get them to take a buying action (could be multi-step). 4. Promotion Components & Important Issues. 4-1. Content Creating better content. Not junk, spam, or ignored. 4-2. Media Placing the content in the right media to reach the target. 4-3. Moving Buying Window Coverage Timing, Frequency and Reach to get them to remember and hit their buying window when active. 4-4. Cost Effectiveness CPM (cost to reach 1,000 prospects), cost per eyeball, click, lead and order or sale. 5. Tools and Guidelines for Creating Better Content. 5-1. Good use of the 7BBs Properly use the building blocks....
View Full Document

This note was uploaded on 09/13/2009 for the course BUAD 307 taught by Professor Morristowns during the Spring '07 term at USC.

Page1 / 7

9_307_Promotion - USC M ar keting 307 #9 Pr omotion 2006...

This preview shows document pages 1 - 3. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online