Promotional Tools Principles of Marketing Class.ppt

food

1. Unit 12
Promotional Tools

2. Teaching Objective
This unit aims to help students to
•gainknowledgeofdifferentpromotionaltools
andpromotionstrategies;and
•learn how to promote various new products or
services

3. Unit content
1.Promoting a new product
2.promotional strategies

4. The project to be accomplished
Inasmallgroupof4-5classmates,chooseoneproductfromthe
listbelow,decidewhatisspecialaboutit,andwhichtools
youwouldusetopromoteit.Imaginethatyouhavea
generousbudget,andarethusabletoemployseveral
differenttactics.
Preparea10-minutepresentationaboutyourworkresults.
1.Anew,healthandfitnessclub
2.Anewbrandofjeans,manufacturedbyanew(and
thereforeunknown)company
3.Anew,fashionablebutinexpensiverangeofquartzwatches
4.Potatoes,tobesoldinsupermarkets
5.Anewtaxicompanyinyourcity.

5. Production Concept
Product Concept
Selling Concept
Marketing Concept
Consumers prefer products that are
widely available and inexpensive
Consumers favour products that
offer the most quality, performance,
or innovative features
Consumers will buy products only if
the company aggressively
promotes/sells these products
Focuses on needs/ wants of target
markets & delivering value
better than competitors
Company Orientations
Towards the Marketplace

6. The Four Ps
Marketing
Mix
Product
Price Promotion
Place
Customer
Solution
Customer
Cost
Communication
Conven-
ience

7. Marketing Mix
Product
Price
Place
Participation
Promotion
Process
Physical
Evidence

8. Product Life Cycle
Time
Product
Develop-
ment
Introduction
Profits
Sales
Growth Maturity Decline
Losses/
Investments ($)
Sales and
Profits ($)
Sales and Profits Over the Product’s Life From
Introduction to Decline

9. Major Promotional Tools
Public
Relations
Sales
Promotion
Personal
Selling
Advertising

11. 11

12. Typesof
Advertising
1.PrintAdvertising
2.OutdoorAdvertising
3.Broadcastadvertising
4.CovertAdvertising
5.SurrogateAdvertising
6.PublicServiceAdvertising
7.CelebrityAdvertising
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13. Print
Advertising
If an advertisement is printed
on paper, be it newspapers,
magazines, brochures, fliers
that would be considered a
portable printed medium,
then it comes under the
banner of print advertising.
13

14. Newspaper
Brochures
Fliers
14

15. Outdoor
Advertising
•Advertisingonbillboardsorsignboards,outsideofa
buildingandoftenbytheroadside.
•Thebillboardadvertisingisverypopularhowever
hastobereallyterseandcatchyinordertograbthe
attentionofthepassersby.
15

16. 16

17. Broadcast
Advertising
17
•Broadcastadvertisingisaverypopularadvertising
mediumthatconstitutesofseveralbrancheslike
television,radioortheInternet
•Thecostoftelevisionadvertisingoftendependson
thedurationoftheadvertisement,thetimeof
broadcast(primetime/peaktime),andofcoursethe
popularityofthetelevisionchannelonwhichthe
advertisementisgoingtobebroadcasted.

18. Covert
Advertising
18
•Covertadvertisingisauniquekindofadvertisingin
whichaproductoraparticularbrandisincorporated
insomeentertainmentandmediachannelslike
movies,televisionshowsorevensports.

19. 19

20. 20
Surrogate
Advertising
•Surrogateadvertisingisprominentlyseenincaseswhere
advertisingaparticularproductisbannedbylaw.
•Advertisementforproductslikecigarettesoralcoholwhich
areinjurioustoheathareprohibitedbylawinseveral
countriesandhencethesecompanieshavetocomeupwith
severalotherproductsthatmighthavethesamebrandname
andindirectlyremindpeopleofthecigarettesorbeerbottles
ofthesamebrand

21. 21
Surrogate
Advertising
•Kingfisherbeerbrands,whichareoftenseentopromotetheir
brandwiththehelpofsurrogateadvertising.
•TheHealthMinisterhadchallengedthenameoftheBangalore
IndianPremierLeague(IPL)cricketteam,“RoyalChallengers”,
whichwassuchanobviousandblatantformofsurrogate
advertisingforliquorbrand“RoyalChallenge”.

22. 22

23. 23
PublicService
Advertising
•Publicserviceadvertisingisatechniquethatmakes
useofadvertisingasaneffectivecommunication
mediumtoconveysociallyrelevantmessagedabout
importantmatters.
•Examples:AIDS,energyconservation,political
integrity,deforestation,illiteracy,povertyandsoon.

24. 24

25. Celebrity
Advertising
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theaudienceisgettingsmarterand
andthemoderndayconsumergetting
•Although
smarter
immunetotheexaggeratedclaimsmadeina
•majorityofadvertisements,thereexista
sectionofadvertisersthatstillbankupon
celebritiesandtheirpopularityforadvertising
theirproducts.

26. 26

27. MoreOnTypesof
Advertising
27

28. Transit
Advertisement
28

29. DirectE-MailAdvertisement
29

30. Retail Advertisement
•Emphasizes thespecificretailoutletas
theplaceto buy a specific range of brand.
•It can be local store advertising in local newspaper.
30

31. Brand Advertising
•Itisadvertisingwithastrongemphasisonthe
companybrand(logoand/orcompanyname)also
knownasintegratedmarketingcommunications
(IMC).
31

32. Non-Product
Advertisement
•This kind of advertisement
is advertised from political
parties trade fraternal and
social group for the
purposes of safeguard
ideologies, social
betterment and institution.
32

33. 33
Reminder
advertisement
•Amarketingstrategytypicallyconsistingofbrief
messagessentwiththeobjectiveofremindingatarget
consumergroupaboutaproductorserviceorof
introducinganewthemeintoanexistingmarketing
program.
•Reminderadvertisingmightbeusedbyabusinessthat
hasalreadyinvestedconsiderableresourcesininitially
promotingtheirproductorserviceandstillwishesto
maintainitscompetitiveness.

34. 34

35. 35
Defensive advertisement
•Atypeofadvertisingthatisinitiatedforthe
purposeofcombatingapotentiallydamagingor
negativeeffectofacompetitorsads.
•Forexample,politicalcampaignsofteninvolve
negativeadvertisementsregardingacandidate,
paidforbytheopposingcandidate'spolitical
party.

36. 36

37. 37
Persuasive advertisement
•Atypeofproductpromotionthatattemptsto
influenceaconsumerinfavourofapurchasing
particulargoodorservicebyappealingtotheir
emotionsandgeneralsensibilities.
•Abusinessmightengageininformativeorpersuasive
advertisingtoencouragefirsttimecustomerstotry
itsproduct,inadditiontoremindingcustomersto
purchaseaproducttheyhavepreviouslybought.