Chapter 16 – Using Effective Promotions
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Andrew Mason
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Name That Company
Company: Dr. Pepper
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Promotion in an Organization
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Integrated Marketing Communication
(IMC)
Emphasis today is on integrating traditional media with
social media.
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Fresh-Baked Promotion
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Steps in a Promotional Campaign
Chapter 16 – Using Effective Promotions
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Classic Campaigns
1. This slide shows the evolution of marketing cam-
paigns from pulling on heartstrings to shocking
viewers to engaging customers.
2. Ask the students, Do you expect social media to
continue to play a big part in marketing? How are
campaigns like Dove’s “Real Beauty” and Burger
King’s “Subservient Chicken” gaining a new cus-
tomer base?
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Advertising in the Firm
Advertising is different from public relations, since ad-
vertising is paid and public relations is free.
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Impact of Advertising
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Social Advertising
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Major Categories of Advertising
If time permits, ask students to bring magazines and
newspapers with examples of the previously mentioned
advertising categories.
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Major Categories of Advertising
Chapter 16 – Using Effective Promotions
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Advertising Expenditure by
Media in $ Millions
Before showing this slide, ask students to guess the top five
forms of direct advertising.
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Dear Mr. Postman . . .
1. This slide highlights the steps in launching a direct-
mail campaign
2. Direct mail is the number one form of advertising,
accounting for 21.6% of all ad dollars spent.
3. Ask the students, Why is direct mail so popular as a
form of advertising? (Answers may vary, but stu-
dents should understand that the cost of direct mail
and the ability to target specific demographic
groups make direct mail a popular choice.)
4. Once students have discussed the benefits of direct
mail, ask them about the drawbacks of this form of
advertising. (The main drawback to this form of ad-
vertising is that people will look at each mailer as
just more junk and throw it in the trashcan.)
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Match Game
1. This slide represents a few of the most recognized ta-
glines in the United States. It will be interesting to see
how many students recognize the taglines.
2. Ask the students, Do you know what products these
taglines represent? Taglines are very important to a
company’s advertising message. Companies want
people to respond to their message, therefore these ta-
glines must tell individuals how the product benefits
them:
Sara Lee, GE, Timex , Smucker’s, Maxwell
House, Lay’s, L’Oréal
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It’s a Dog’s Life
1. Dogs have been used in advertising for years.
2. This slide highlights some of the famous and not-
so-famous dogs used in advertising.
3. Ask the students, Why are dogs so popular in ad-
vertising?
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Popular Advertising Media
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Let’s Go to the Movies
1. This slide shows examples of memorable product
placement in 2011 Oscar-nominated films.
2. Ask the students, Do you find product placements
distracting? Do you not notice them at all? Do you
think product placements help you choose prod-
ucts?
Chapter 16 – Using Effective Promotions
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Infomercials and Online Advertising
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Infomercial Hall of Fame
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Online Experience
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Promotion in Rural India
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Personal Selling
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Steps in the Selling Process
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Prospecting and Qualifying in
Selling
A key to B2B selling is qualifying customers, so that
time is not wasted on customers who do not have a need.
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Buy This!
1. There are several strategies for selling that have
been proven to work. Some of those are listed on
this slide.
2. Ask students to get into small groups or turn to a
neighbor and discuss why they think these strate-
gies work.
3. Have students think about which of these strategies
they think are the most successful (rank order) and
support their answers. Ask the students, Was it easy
to rank order these? Do you think some are more
effective than others? Why?
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Whoops!
There are several mistakes people make when try-
ing to make the sale. Those are listed on this slide.
1. Ask the students, Have you ever decided not to
purchase something because of a sales person?
What made you not want to buy from that particu-
lar person?
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Steps in the B2C Selling Process
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Progress Assessment
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Using Public Relations in Promotion
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Publicity
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Disadvantages of Publicity
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Sales Promotions
Chapter 16 – Using Effective Promotions
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Some Key Consumer Promotions
1. Information in this slide is based on Figure 16.8.
2. Other forms of promotion listed in the figure are
cents-off promotions, premiums, bonuses, catalogs,
special events, and lotteries.
3. Promotion needs to tie into the overall marketing
strategy of the product being sold.
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Clip These
1. Coupons are no longer found only in the Sunday
newspaper; now we have websites dedicated to
coupon clipping.
2. First coupon was distributed in 1894 for Coca-Cola.
3. Ask the students, Have you clipped and used cou-
pons? Where did you find the coupons that you
used? Was clipping the coupon the motivation for
trying the product? What was your experience?
Would you have tried the product without the cou-
pons?
4. Ask the students, Would using coupons be a push
or pull strategy? (Pull strategy)
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Progress Assessment
1. The three steps in a public relations program in-
clude (1) listen to the public, (2) develop policies
and procedures in the public interest, and (3) tell
people you’re being responsive to their needs.
2. External sales promotions to consumers rely on
samples, coupons, cents-off deals, displays, store
demonstrators, premiums, and other incentives.
3. Internal sales promotion activities include sales
training, sales aids, audiovisual displays, and trade
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Using Word-of-Mouth Promotion
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Emerging Promotional Tools
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Blogs, Podcasts, and E-Mails
Tweeting, blogging, and podcasting are rapidly changing
how products are promoted.
Chapter 16 – Using Effective Promotions
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Mobile Media
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Push, Pull, and Pick Promotional
Strategies
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Progress Assessment
1. Viral marketing is a broad term that describes eve-
rything from paying customers to say positive
things about a product or service on the Internet, to
setting up multilevel selling schemes whereby con-
sumers get commissions for directing friends to
specific websites.
2. A blog (Web log) is an online diary that allows the
user to create and update by posting text, photos, or
links to other sites. Podcasting is a means of dis-
tributing audio and video programs via the Internet.
3. In a push strategy, the producer uses advertising,
promotional tools to convince wholesalers and re-
those consumers who pick their products out from
online outlets.
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lecture
links
lecture link 16-1
The study of marketing doesn’t always have to be serious and academic. When you need some ir-
reverence, a good source is Arthur Bloch’s book, Murphy’s Laws, first published in 1978. To celebrate
the 25th anniversary of its publication, Arthur Block reissued it as Murphy’s Law: The 25th Anniversary
Edition. Following are a few of Murphy’s laws of marketing.
ROBBIN’S RULES OF MARKETING
1. Your share of the market is lower than you think.
THINGS THAT CAN BE COUNTED ON IN A CRISIS
MARKETING says yes.
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LEWIS’S LAW
BROOK’S LAW OF RETAILING
lecture link 16-2
EFFECTIVE ADVERTISING: CELEBRITY VOICE-OVERS
Good news for the actors who moonlight doing voice-overs for television commercials. Accord-
ing to the Journal of Consumer Research, celebrity voice-overs are effective in reaching consumers. But
voice-overs are most effective when people recognize the voice—but can’t quite put a name to it. Re-
lecture link 16-3
PRODUCT PLACEMENT IN POP
The last decade has been tough for the recording industry, and not just because of online piracy.
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RANKING TV OUTSIDE THE NIELSEN SPECTRUM
For years, television programming didn’t reach much further than viewers’ living rooms. People
could watch their preferred shows only at the appointed time scheduled by the networks. Discussion of
the previous night’s shows took place in person at places like the company water cooler or in the school
cafeteria. But with the current media landscape forever transformed by the Internet, viewers have a seem-
ingly endless avenue at their disposal to both watch and discuss the latest shows on their own time.
Due to this technological shift, many advertisers and networks are growing less confident in the
Nielsen rating system’s role as the sole measure of a show’s audience. According to research agencies
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AS SEEN ON SOCIAL MEDIA
Turn the TV on any station after midnight and you’re bound to find an infomercial for a Guthy-
Renker product. Since 1988 the company has made a mint by promoting everything from the Malibu Pila-
tes Chair to Tony Robbins’s landmark audiobook Personal Power. Currently, Guthy-Renker’s shining
Chapter 16 – Using Effective Promotions
Still, G-R is a company modeled on old media. The $10 to $15 million it pays stars to promote
Proactiv isn’t even included in the company’s gargantuan $200 million media budget, most of which is
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AMERICANS RETURN TO CLIPPING COUPONS
Way back in 1992, coupon use in the United States peaked as Americans redeemed over 7.9 bil-
lion coupons for discounted items. In the following years, however, coupon use declined steadily, reach-
ing an ultimate low of 2.6 billion coupons redeemed in 2006. Overall coupon redemption continued to
languish at that number until late 2008 when, as we all know too well, the economy took its sharp turn
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