5.01 Promotion Razzle Dazzle

Promotion LAP 2

Nature of Promotion
Razzle Dazzle

Explain the role of

promotion in marketing.

Describe types of

promotional objectives.

Nature of Promotion
Razzle Dazzle

Explain the role of promotion
in marketing.

▪ Your new product.

▪ How will customers know:

▪ Promotion!

•What it does?

•How it will benefit them?

•Where they can purchase it?

•How much it costs?

Open Ended

Discuss a product that you've purchased recently— how did you hear about it and what made you want to buy it?

▪ A marketing function

needed to communicate
information to achieve
desired outcome

▪ Information may be about:
•Goods

•Services

Promotion

•Images

•Ideas

Open Ended

Think of some promotions that have caught your attention. What about some that have not been as persuasive?

▪ Promotion—used by any

person or organization
with something to sell:
•Business

•Government

•Special

interest
groups

•Producers

•Intermediaries

(middlemen)
•Individuals

YOU

could save
their life!

Users of Promotion

▪ Persuasive

▪ Relevant

▪ Appropriate

Effective Promotion

▪ Factual

▪ Repetitive

▪ Coordinated

It takes a Honda years to do
what some cars do in a day.

Depreciate.

Effective Promotion

Open Ended

Name an adjectives that describes effective promotion.

▪ Increased sales

▪ Strong position

▪ Increased customer loyalty

▪ Increased product/company

awareness

Benefits of Promotion

▪ Better informed, more

satisfied customers

▪ Increased employment

opportunities

▪ Increased media support

Benefits of Promotion

Open Ended

Give examples of promotion in mass media.

Describe types of promotional
objectives.

Promotional Objectives

▪ To inform:

• New products

• Products with new uses

• “A History of Apple’s Product Launch Marketing”:

http://adage.com/article/media/a-history-apple-s-produc
t-launch-marketing/294843/

Promotional Objectives

▪ To persuade

•Competitive products

•Company image

Promotional Objectives

▪ To remind

• Established

products

• Established

companies

Multiple Choice

Organizations have three major objectives when using, what are the three objectives?

• To inform

  To sell

  To remember

• To inform

  To persuade

  To remind

• To promote

  To make money

  To persuade

• To remind

  To make money

  To sell products

▪ Choose one promotion you’ve

seen this week.

▪ How did it affect you as

a consumer?

▪ Political candidates using negative

campaign promotions

▪ Ethical or not?

Acknowledgments

Original Developers:

Kerry Winfrey Davis

and

Lelia Ventling, MBA Research

Version 2.0

Copyright © 2016

MBA Research and Curriculum Center

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