Week 11 Promoting Products Exclusively prepared & presented by: Anna Riana Putriya
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Week 11
PromotingProducts
Exclusively prepared & presented by: Anna Riana Putriya
Integrating the Company’s Offer and Access
ACC ESS
OF
FE
RPrice
PromotionPlace
Product
What is Promotion ?
Aspect of the marketing mix concerned with
the most effective techniques for selling a product
Information and Exchange Values
Promotions seek to accomplish four goals:
1. Make potential customers aware of products
2. Make them knowledgeable about products
3. Persuade them to like products
4. Persuade them to purchase products
Promotional Objectives
1. Communicating Information
2. Positioning Products
� Positioning is the process of establishing an identifiable product image in the minds of consumers
3. Adding Value
4. Controlling Sales Volume
Promotional Strategies
1. Pull strategy appeals directly to consumers
who will demand the product form retailers
2. Push strategy encourages wholesalers or
retailers to market products to consumers
Product
Product
What is Advertising ?
Promotional tool consisting of paid, non-personal communication used by an identified sponsor to inform
an audience about a product.
Advertising Strategies
• Persuasive advertising seeks to
influence consumers to buy a company’s products rather than its rivals’
• Comparative advertising directly
compares two or more products
• Reminder advertising helps to keep
the product name in the consumer’s mind
What is Advertising Media ?
Variety of communication devices for carrying a seller’s message to potential customers
� Television
� Newspapers
� Direct Mail
� Radio
� Magazines
� Outdoor Advertising
� Internet Advertising
� Data Mining and Date Warehousing
for Internet Advertising
� Virtual Advertising
� Other Advertising Channels
Six Steps in Preparing the Advertising Campaign
Identify Target
Set Budget
Define Objectives
Create Message
ID Media
Evaluate
The Building Block in Ad
WHAT TO SAY + IDE = HOW TO SAY
Client Agency
Quoted from: Mr. Attan (2005)
How to make a Headline
Unique Selling Proposition (USP)
Showmanship
The Ads where
there is something to say
The Ads where
there’s nothing to say
• Terus Terang Philips Terang Terus
• Kartunya Satu ATM nya Banyak
• Gantinya Ngopi / Kopi Banget
• Harga Wah Semurah Curah
• Bikin motor Kamu secepat
Beckham
• Asyik Berat Beng Beng
• Sekuat Macan
• Nyikat Gigi Nggak Nyiksa Gusi
Quoted from: Mr. Attan (2005)
[email protected] from: Mr. Attan (2005)
Advertising Agency
• Menjawab creative brief dari client
• Membuat ide/konsep yang unik dan relevan
• Menang pitching
• Dapat award
• Bonus lancar
Quoted from: Mr. Attan (2005)
What is Personal Selling ?
Promotional tool in which a salesperson communicates one-on-one with potential customers
What is Telemarketing ?
Use of telephone solicitations to conduct the personal selling process
Personal Selling Tasks� Order processing
� Creative selling
� Missionary selling
The Personal Selling Process1. Prospecting and Qualifying
2. Approaching
3. Presenting and Demonstrating
4. Handling Objections
5. Closing
6. Following Up
What is a Sales Promotion ?Short-term promotional activity designed to stimulate consumer buying or cooperation from distributors, sales agents or other members of the trade
Types of Sales Promotions� Coupons
� Point-of-Purchase (POP)
� Premiums
� Trade shows
� Contests
OFF$100
AnyBrewedCoffee
COUPON
What is Publicity ?
Promotional tool in which information about a company or
product that is transmitted by general mass media
What is Public Relations ?
Company-influenced publicity directed at building goodwill
with the public or dealing with unfavorable events
International Promotional Strategies
Emergence of the Global Perspective
• Global perspective is a philosophy that directs marketing
toward a worldwide rather than local or regional markets
The Movement toward Global Advertising
Four factors to consider:
� Product Variations
� Language Differences
• Cultural receptiveness,
• image differences
Universal Messages and Regional Advertising Skills
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