Chapter 14; Program Promotion Flashcards
What are 4 ways promotion can happen?
Inform (make aware/ give facts)
Educate (teach how to do something)
Persuasion (try to bring attitude change)
Remind (tell people again & again)
How is persuasion accomplished?
advertising, attempt to sway people using catchy music, humour, stories, statistics & comparisons
What are channels?
used as a marketer to target different customer through informing, educating, persuading or reminding (any way to get to them)
What are the 5 channels?
Advertising Publicity Sales Promotion Personal selling public relations
what are the characteristics of advertising?
paid message
non personal
uses mass media
what are the considerations of advertising?
cost of specific advertising tools
more pricey than other methods
appropriateness to target group
timing
What are the characteristics of publicity?
not paid (free advertising) relies on media coverage
what are the considerations of publicity?
goal is favorable publicity
since it is free it could be bad
what are the characteristics of sales promotion?
aimed at new sources of participants
create new interest
persuade/inform
what are the considerations of sales promotion?
short term
used on infrequent basis
appropriate place & time
What are the characteristics of personal selling?
direct contact
persuasive method
what are the considerations of personal selling?
must be good public speaker
effective communicator
ability to relate
customer presentations must be creative
what are the characteristics of public relations?
must develop positive image public perceives organization as good rep not all press is good press must be strategic focus on managing reputation
what are the considerations of public relations?
high caliber & quality of services
positive attitudes of staff
friendly, attentive, informative
positive interaction with public
What is a promotion tool? give examples
medium or material used for promotion
- newspapers
- flyers
- social media
- brochures
- newsletters
- news releases
What is the promotion tool NEWSPAPER about?
- very popular tool
- reaches a large audience but not necessarily the one you want to reach
- fits a variety of budgets
- people often look for something specific not something that catches their eye
what is the promotion tool NEWSLETTER about?
- must have up to date info about organizations activities
- create a positive image
- consider: audience, size, format
- easy to make
- you can write exactly what you want on it
- sometimes you can choose who gets them
What is the promotion tool BROCHURES about?
- content: must be informative, accurate, concise, appealing
- timing: ensure people have enough time to organize themselves
- format & design: attractive to target market
- Distribution: do it where your target market would be
- cost: budget will reflect what you can do
- include: who, what, when, where, why, how
What is the promotion tool NEWS RELEASES about?
- free
- deadlines matter
- brief but accurate
- most important info at the beginning
- competition for space
- usually sent to major news places
- the media place chooses what they want to be delivered to
- television and radio
What is the promotion tool FLYERS about?
- single page
- quality depends on revenue
- be attractive, to the point, with good layout and formal or informal balance, proportion of elements, sequence of presentations, unity of content
