PROMOTION

Promotion Overview

  • Promotion: Involves persuasive communication strategies aiming to influence consumer behavior.

Advertising Campaign

  • Definition: A coordinated plan that includes a group of advertisements, commercials, and related promotional materials/activities to achieve specific goals for a company.

Parts of an Effective Advertising Campaign

  1. Identify the Target Audience

  2. Determine Objectives for Your Campaign

  3. Establish a Budget

  4. Develop the Message

  5. Select the Media to Use

  6. Evaluate the Campaign

Goals of Promotion

  • AIDA Model: Structure to understand promotion goals.

    • A: Attract Attention

    • I: Build Interest

    • D: Create Desire

    • A: Ask for Action

Promotional Mix

  • A shift from the marketing mix (4 P's) to the Promotional Mix, focusing on the 4 main types:

    • Personal Selling: Direct interaction between sales representatives and customers.

    • Public Relations: Managing the image of a company/product.

    • Sales Promotions: Activities other than selling, advertising, and PR to stimulate sales.

    • Advertising: Non-personal promotion aiming to reach a broad audience.

Categories of Advertising

  • Media: Tools used to convey advertising messages.

    • Broadcast Media: Includes TV and radio advertisements.

    • Online Advertising: Utilizes the internet, social media, and email.

    • Specialty Media: Inexpensive items with the advertiser's logo.

    • Print Media: Any physical written or pictorial communication form.

Types of Print Media

  1. Newspaper Advertising: Includes classified ads and commercial announcements.

  2. Outdoor Advertising: Billboards and signage placed in high traffic areas.

  3. Transit Advertising: Ads placed on vehicles and transit systems.

  4. Magazine Advertising: Print ads found within periodicals.

Components of a Print Advertisement

  • Headline: Captures attention with a strong phrase or sentence.

  • Illustration: Visual elements (photos, graphics) related to the ad's message.

  • Slogan: Catchy phrases that reflect the brand or product identity.

  • Logo: Unique symbol representing a business.

  • Copy: The written message detailing and selling the product/service.

Sample Campaigns & Slogans

  • Examples of effective slogans and themes from different campaigns:

    • "In 2013, We Will #MakeItCount": Encourages commitment and goal-setting.

    • "Believe in something. Even if it means sacrificing everything": Emphasizes strong values and dedication.

  • Campaign Elements:

    • Radio ads, social media campaigns, window displays highlighting engagement and messaging strategies.

Campaign Strategy Assignment

Tasks

  1. Identify your target audience and explain the choice.

  2. Set objectives for your campaign with clear metrics.

  3. Define the message/theme of your campaign.

  4. Create a slogan incorporating a hashtag.

Visual Merchandising

  • Importance of storefront branding and effective displays to attract customers and promote products (e.g., Nike Basketball displays).

This content outlines key aspects of advertising and promotional strategies, providing foundational knowledge for developing effective campaigns.