Grade 11 Promotions (30S) A Course for Independent Study

Transcription

1 Grade 11 Promotios (30S) A Course for Idepedet Study

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3 G r a d E 1 1 P r o M o t i o s ( 3 0 s ) a Course for idepedet study 2012 Maitoba Educatio

4 Maitoba Educatio Cataloguig i Publicatio Data Grade 11 promotios (30S) : a course for idepedet study [electroic resource] Icludes bibliographical refereces. ISBN: Busiess educatio (Secodary). 2. Busiess educatio (Secodary) Programmed istructio. 3. Busiess educatio (Secodary) Maitoba. 4. Marketig Study ad teachig (Secodary). 5. Marketig Programmed istructio. 6. Marketig Study ad teachig (Secodary) Maitoba. 7. Correspodece schools ad courses Maitoba. 8. Distace educatio Maitoba. I. Maitoba. Maitoba Educatio. 650 Copyright 2012, the Govermet of Maitoba, represeted by the Miister of Educatio. Maitoba Educatio School Programs Divisio Wiipeg, Maitoba, Caada Every effort has bee made to ackowledge origial sources ad to comply with copyright law. If cases are idetified where this has ot bee doe, please otify Maitoba Educatio. Errors or omissios will be corrected i a future editio. Sicere thaks to the authors, artists, ad publishers who allowed their origial material to be used. All images foud i this documet are copyright protected ad should ot be extracted, accessed, or reproduced for ay purpose other tha for their iteded educatioal use i this documet. Ay websites refereced i this documet are subject to chage. Available i alterate formats upo request.

5 C o t E t s Ackowledgemets v Module 1: Itroductio to Promotios 1 Lesso 1: Itroductio to Grade 11 Promotios 5 Lesso 2: What is Promotios? 17 Module 2: Developig Promotioal Strategies 1 Lesso 1: Market Segmetatio ad Choosig a Target Market 5 Lesso 2: Cosumer Buyig Behaviour 15 Lesso 3: The Product Life Cycle 25 Lesso 4: Productio ad Distributio Strategies 31 Lesso 5: Itegrated Marketig Commuicatios 41 Learig Activity Aswer Key 49 Module 3: Layout ad Desig 1 Lesso 1: Productio 5 Lesso 2: Colour 11 Lesso 3: Typography 21 Lesso 4: Displays 31 Learig Activity Aswer Key 41 Module 4: Promotioal Mix Elemets 1 (Advertisig) 1 Lesso 1: Advertisig Evolutio 5 Lesso 2: The Advertisig Idustry 19 Lesso 3: Advertisig Media 27 Lesso 4: Developig the Advertisig Message 41 Learig Activity Aswer Key 63 C o t e t s iii

6 Module 5: Promotioal Mix Elemets 2 (Direct Marketig & Persoal Sellig) 1 Lesso 1: Direct Marketig 5 Lesso 2: Persoal Sellig 15 Learig Activity Aswer Key 23 Module 6: Promotioal Mix Elemets 3 (Publicity ad Public Relatios) 1 Lesso 1: Publicity 5 Lesso 2: Public Relatios 13 Learig Activity Aswer Key 25 Module 7: Promotioal Mix Elemets 4 (Sales Promotios) 1 Lesso 1: Sales Promotios 5 Lesso 2: Promotioal Budgetig 13 Appedix 1 Appedix A: Specific Learig Outcomes 3 Bibliography 1 iv G r a d e 1 1 P r o m o t i o s

7 a C k o W l E d G E M E t s Maitoba Educatio gratefully ackowledges the cotributios of the followig idividuals i the developmet of Grade 11 Promotios (30S): A Course for Idepedet Study. Course Writer Tais Ortysky Brado School Divisio Members of the Developmet Team Agela Baraiuk Eva Brow Quito Gridle Jacqui Kroeker Geoff Mile Nacy Sobkowich Louis Riel School Divisio River East Trascoa School Divisios Brado School Divisio Pembia Trails School Divisio Brado School Divisio Portage La Prairie School Divisio Cotet Reviewer Agela Baraiuk Louis Riel School Divisio Maitoba Educatio Staff school Programs divisio Louise Boissoeault Coordiator (sice March 2010) Lee-Ila Bothe Coordiator (util March 2010) Kristi Grapetie Desktop Publisher Adam Kowalski Istructioal Desig Assistat Gilles Ladry Project Maager Grat Moore Publicatios Editor Tom Pris Project Leader Documet Productio Services Uit Educatioal Resources Brach Documet Productio Services Uit Educatioal Resources Brach Documet Productio Services Uit Educatioal Resources Brach Developmet Uit Istructio, Curriculum ad Assessmet Brach Developmet Uit Istructio, Curriculum ad Assessmet Brach Documet Productio Services Uit Educatioal Resources Brach Learig Support ad Techology Uit Istructio, Curriculum ad Assessmet Brach a c k o w l e d g e m e t s v

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9 G r a d e 1 1 P r o m o t i o s ( 3 0 s ) module 1 itroductio to Promotios this module cotais the followig: Lesso 1: itroductio to Grade 11 Promotios Lesso 2: What is Promotios?

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11 m o d u L e 1 : i t r o d u c t i o t o P r o m o t i o s itroductio Welcome to the first module of Grade 11 Promotios (30S). May people thik promotios is just about advertisig, but it is much more tha that! By the ed of this module, you will see that there are may differet ways that a busiess ca promote its products ad services. I Module 1, which is made up of two lessos, you will read a descriptio of the course compoets ad expectatios. I additio, you will lear geeral marketig ad promotios priciples. You will complete oe assigmet, which you will sed to your tutor/marker whe you have fiished Module 1. Here is a list of the titles of each of the lessos i this module: Lesso 1: Itroductio to Grade 11 Promotios Lesso 2: What is Promotios? assigmets The assigmet you will have to complete i Module 1 is listed below. Lesso assigmet umber assigmet ame marks 1 there is o assigmet i Lesso Promotioal mix/iovative Promotioal strategies 18 m o d u l e 1 : i t r o d u c t i o t o P r o m o t i o s 3

12 Notes 4 G r a d e 1 1 P r o m o t i o s

13 L e s s o 1 : i t r o d u c t i o t o G r a d e 1 1 P r o m o t i o s overview The first lesso of Grade 11 Promotios describes what the course is about ad what you will eed to do to complete the course requiremets. It s like the first few days of school whe the teacher tells you about your course ad what you are goig to lear. A descriptio of the course compoets ad expectatios follows. What Will You Lear i this course? I this course, you will lear about the may differet ways a busiess ca promote a product or service, as well as strategies o how to develop effective promotioal materials. This course cosists of the followig seve modules: Module 1: Itroductio to Promotios Module 2: Developig Promotioal Strategies Module 3: Layout ad Desig Module 4: Promotioal Mix Elemets 1 (Advertisig) Module 5: Promotioal Mix Elemets 2 (Direct Marketig ad Persoal Sellig) Module 6: Promotioal Mix Elemets 3 (Publicity ad Public Relatios) Module 7: Promotioal Mix Elemets 4 (Sales Promotios) Each module has oe or more lessos that focus o specific aspects of promotios. I most lessos you will read a few pages ad the complete oe or more learig activities ad/or assigmets. You will lear about promotios maily by doig thigs. m o d u l e 1 : i t r o d u c t i o t o P r o m o t i o s 5

14 What Will You Need for This Course? To complete this course, you should have access to a computer with Iteret access. If you do ot have a computer with Iteret access, you will still be able to complete the course, but you eed to use differet ways to access iformatio. a calculator a photocopier so that you ca photocopy your assigmets before mailig them to your tutor/marker flyers, ewspapers, magazies, ad other promotioal items busiesses with widow displays (or the ability to go to the mall to view widow displays) If you do ot have access to oe or more of these resources, cotact your tutor/marker. Note This course cotais a umber of pages with graphics that eed to be prited ad/or viewed i colour. The black ad white copy is i the course ad the colour copy is o the CD that came with the course. Who Ca Help You With This Course? There are two people who ca help you be successful i your course: your tutor/marker ad your learig parter. Your Tutor/Marker The first perso who ca help you is your tutor/marker. Tutor/markers are experieced teachers who tutor idepedet study studets ad mark assigmets ad examiatios. Whe you are havig difficulty with somethig, cotact your tutor/marker, who is there to help you, at ay time durig this course. If you are ot sure how to cotact your tutor/marker, phoe the Idepedet Study Optio office at G r a d e 1 1 P r o m o t i o s DPSU

15 Your Learig Parter The ext perso who ca help you with your course is your learig parter. A learig parter is someoe you choose who will help you lear. It may be someoe who kows somethig about promotios, but it does t have to be. A learig parter could be someoe else who is takig this course, a teacher, a paret or guardia, a siblig, a fried, or aybody else who ca help you. Most importatly, a learig parter should be someoe with whom you feel comfortable ad who will support you as you work through this course. Your learig parter ca help you keep o schedule, check your work, read the course with you, look at your learig activities ad respod to them, ad make sese of assigmets. You may eve study for your fial examiatio with your learig parter. How Will You Kow How Well You are Learig? You will kow how well you are learig by how well you complete the followig parts of the course. Learig activities Completig the learig activities will help you to review ad practice what you have leared i the lessos. You will ot submit your learig activities for assessmet. I other words, you will complete the learig activities ad check your aswers yourself, usig the Learig Activity Aswer Keys foud at the ed of each module. Make sure you complete the learig activities, because doig so will ot oly help you to practice what you have leared, but will also prepare you to complete your assigmets ad fial examiatio successfully. If you ca t aswer the learig activity questios, the you have ot leared the cotet i the lesso ad you are ot ready to cotiue i the course. You eed to go back ad lear it. assigmets Each module i this course cotais assigmets that you will complete ad mail or to your tutor/marker for assessmet. All the assigmets are worth a total of 75% of your fial mark for this course. Please ote that may assigmets are accompaied by markig rubrics, which your tutor/marker will use to assess your completed assigmets. The rubrics will help you to complete your assigmets ad receive the best marks possible. m o d u l e 1 : i t r o d u c t i o t o P r o m o t i o s 7

16 Fial examiatio The course icludes a fial examiatio, which you will write after completig Module 7, the fial module i the course. You will write the fial examiatio uder supervisio. It is worth 25% of your fial mark for this course. I order to write your examiatio, you will eed to apply for it, as described below: If you are attedig school, ask your school s Idepedet Study Optio (ISO) Facilitator to add your ame to the ISO examiatio eligibility list. Do this at least three weeks prior to the ext scheduled examiatio week. If you are ot attedig school, check the Examiatio Request Form for optios available to you. The form was mailed to you with this course. Three weeks before you are ready to write your examiatio, fill i the Examiatio Request Form ad mail or fax it to: ISO Registratio 555 Mai Street Wikler, MB R6W 1C4 Fax: Toll Free: How much time Will You eed for this course? Learig through idepedet study has several advatages over learig i the classroom. You are i charge of how you lear ad ca choose how quickly you will complete the course. You do t have to wait for your teacher or classmates, ad you ca work as quickly as you wat. You ca also complete as may lessos at a time as you wat. Read the ext few pages to get a idea of how to pace yourself. 110 hrs You will eed to sped a miimum of 110 hours o this course, which would ivolve spedig at least 45 miutes per school day to complete the course i a regular school year, or at least 90 miutes daily i a semester. Look at the followig three charts ad decide which chart best describes the time of year whe you wat to begi ad complete this course. 8 G r a d e 1 1 P r o m o t i o s

17 Chart A: Semester 1 Here is a suggested timelie that you ca follow if you start this course i September ad eed to complete it by the ed of Jauary. Module Completio Date Module 1 Mid September Module 2 Late September Module 3 Mid October Module 4 Mid November Module 5 Late November Module 6 Mid December Module 7 Mid Jauary DPSU M o d u l e 1 : I t r o d u c t i o t o P r o m o t i o s 9

18 Chart B: Semester 2 Here is a suggested timelie that you ca follow if you start this course i Jauary ad eed to complete it by Jue. Module Completio Date Module 1 Mid February Module 2 Late February Module 3 Mid March Module 4 Mid April Module 5 Late April Module 6 Mid May Module 7 Late May 10 G r a d e 1 1 P r o m o t i o s DPSU

19 Chart C: Full School Year (Not Semestered) Here is a suggested timelie that you ca follow if you register for this course i September ad would like to complete it by Jue. Module Completio Date Module 1 Late September Module 2 Late October Module 3 Late November Module 4 Late February Module 5 Late March Module 6 Late April Module 7 Late May Do ot wait util the last miute to complete your work, sice your tutor/marker may ot be available to mark it immediately. Remember, it might take over a week for your work to travel through the mail, so make sure you leave eough time for that. It may also take a few weeks for your tutor/marker to mark everythig ad sed the marks to your school. If you eed this course to graduate this school year, remember to schedule ad complete your fial exam by Jue 1. DPSU M o d u l e 1 : I t r o d u c t i o t o P r o m o t i o s 11

20 Whe do You sed i Your assigmets? You will mail or your completed assigmets to your tutor/marker for assessmet. Each time you submit somethig, you must iclude the applicable Module Cover Sheet (foud at the ed of Module 1, Lesso 1). The followig chart shows exactly what you will be submittig to your tutor/marker. module assigmets that You Will Be sedig i module 1 assigmet 1.1 module 2 assigmets 2.1 to 2.5 modules 3 ad 4 modules 5 ad 6 assigmets 3.1 ad 3.2 assigmets 4.1 to 4.4 assigmets 5.1 ad 5.2 assigmets 6.1 ad 6.2 module 7 assigmets 7.1 ad 7.2 How do You sed i Your assigmets? I this course, you have the choice of either mailig or ig your assigmets. Each time that you mail somethig, you must iclude the prit versio of the applicable Cover Sheet (foud at the ed of this Itroductio). Each time that you somethig, you must iclude the electroic versio of the applicable Cover Sheet (foud at < Complete the iformatio at the top of the Cover Sheet before mailig or ig it alog with your assigmets. 12 G r a d e 1 1 P r o m o t i o s

21 mailig Your assigmets If you choose to mail your completed assigmets, please photocopy all of the materials first so that you will have a copy i case your package goes missig. You will eed to place the applicable module Cover Sheet ad assigmets i a evelope ad address it to ISO Tutor/Marker 555 Mai Street Wikler MB R6W 1C4 Your tutor/marker will mark your work ad retur it to you by mail. ig Your assigmets If you choose to your assigmets, make sure you have saved copies of them before you sed them. That way, you ca refer to your assigmets whe you discuss them with your tutor/marker. To your completed assigmets, you will first eed to do oe of the followig: If you are attedig school, please ask your ISO school facilitator (the perso who siged your ISO Registratio/Admissio Form) for permissio to your assigmets ad to determie your school s procedure for ig assigmets/usupervised tests. Cotact your tutor/marker to cofirm that the course material ca be marked electroically. If you are ot attedig school, please obtai permissio directly from your tutor/marker to submit your assigmets electroically. How to submit Your Work (files must ot exceed 5 mb) Please submit your work i the file types show below: Writte work: Microsoft Word files (doc) or RTF files Spreadsheets: Microsoft Excel files (xls) Pictures ad graphics: JPEG or GIF files Scaed work: PDF files (save multiple pages o oe file) m o d u l e 1 : i t r o d u c t i o t o P r o m o t i o s 13

22 How to Sed Your 1. Use the followig format to compose your . To: cc: Subject: Attachmet: [your iso school facilitators address if you atted school] [my ame] Grade 11 Promotios assigmet 1.1.doc Message: assigmet 1.1, 1.2, ad 1.3 tutor/marker: school: 2. Attach your files (files must ot exceed 5 MB). 3. your assigmets to <distace.learig@gov.mb.ca>. Do ot your assigmets directly to your tutor/marker. s set directly to tutor/markers will be retured uread. Your tutor/marker will mark your work ad retur it to you by G r a d e 1 1 P r o m o t i o s

23 What are the Guide Graphics For? Guide graphics appear i the margis of the course to idetify a specific task. Each graphic has a specific purpose to guide you, as described below: Assigmet: This guide graphic tells you to complete a assigmet, which you will sed to your tutor/marker for assessmet. Iteret: If you have access to the Iteret, you ca use it to get more iformatio. Learig activity: Complete this learig activity to help you review or practice what you have leared ad to prepare for your assigmets ad fial examiatio. You will ot sed the completed learig activities to your tutor/marker. Istead, you will check your aswers yourself, usig the aswer keys provided. Learig parter: Ask your learig parter to help you with this task. Mail-i assigmet: It is ow time to mail or your completed assigmet(s) to your tutor/marker for assessmet. Time: This graphic gives you a idea of the approximate amout of time you will eed to complete a lesso or a assigmet. The actual time it takes to complete a assigmet varies from studet to studet, so suggested times are just rough guides. If you complete a assigmet i much less time tha is suggested o the graphic, you may eed to sped more time o it. If you fid you are spedig much more time tha idicated, it may be time to move o. Exam preparatio: This graphic refers to cotet that is likely to be o the fial examiatio, so make sure that you lear it well. m o d u l e 1 : i t r o d u c t i o t o P r o m o t i o s 15

24 a ote to teachers usig this course as a classroom resource Please ote that this course icludes two features that have bee developed for teachers usig this course as a classroom resource. First, the Specific Learig Outcome (SLO) umbers (SLO 1.1.1, SLO 1.1.2, etc.) have bee placed i several places i the course to idicate which SLO is beig taught ad/or assessed. Secod, we have icluded a list of the SLOs taught i each lesso i Appedix A at the back of the course. 16 G r a d e 1 1 P r o m o t i o s

25 L e s s o 2 : W H a t i s P r o m o t i o s? itroductio Promotios is a fuctio or activity of marketig. Although advertisig is probably the most well kow type of promotio, there are may more ways that busiesses could promote their products or services. This course will itroduce you to a variety of promotioal strategies ad techiques, as well as provide opportuities for you to get creative as you develop promotioal items of your ow. Whether you are iterested i a career i marketig, becomig a etrepreeur, or just wat to be a more iformed cosumer, this course will be of iterest to you. Now, let s get started! I this lesso, you will 1. defie promotios (SLO 1.1.1)* 2. explai promotios as part of the Marketig Mix (SLO 1.1.2) 3. idetify the five elemets of the Promotioal Mix (SLO 1.1.3) 4. describe how promotioal strategies have evolved (SLO 1.1.4) What is Promotios? (slo 1.1.1) Promotios is ay activity desiged to icrease sales or promote goodwill. All busiesses or orgaizatios, whether profit or o-profit, must use some form of promotio to commuicate with their target audiece. For example, a small busiess ower may promote his/her busiess by hadig out busiess cards, a huge corporatio may sped millios of dollars to ru commercials o TV. These are just two examples of differet types of promotios. Basically, ay activity that will icrease sales or goodwill (the reputatio of a busiess) could be cosidered to be promotios. Promotios is a Fuctio of the marketig mix (slo 1.1.2) Marketig is ay activity that gets a product/service to someoe who wats or eeds it. Whe a busiess develops a busiess pla, they will iclude a sectio o marketig that cotais their plas for the Marketig Mix. Marketig Mix is a term used to refer to the five mai fuctios or activities ivolved i marketig. Coveietly, they all start with the letter P, so it is easy to remember. The five Ps are: Product, Price, Promotio, Place, ad People. As you ca see, promotios is just oe part of the Marketig Mix. * a ote regardig slo umbers: i differet places i the lessos, you will fid slo umbers (they look like slo 1.1.1, slo 1.1.2, etc.). these umbers have bee placed here for teachers. studets ca igore them. m o d u l e 1 : i t r o d u c t i o t o P r o m o t i o s 17

26 The five Ps of the Marketig Mix are variables that marketig maagers ca cotrol i order to meet the eeds ad wats of their target market (customers). It is importat that marketig maagers make plas for each of the five Ps of the Marketig Mix because each fuctio caot stad o its ow. All of the fuctios of the Marketig Mix must sed oe cohesive message to the cosumer. For example, eve though a busiess might have a great product at a great price, if they do ot promote it well, they will probably ot be successful because their target market will ot kow about it. This course is desiged to focus specifically o the fuctio of promotios, but it is importat to kow about the bigger picture i order to fully uderstad how to develop effective promotioal strategies. The followig chart explais the five Ps of the Marketig Mix i more detail: The Five Ps of the Marketig Mix Explaied Product the product is the physical product or service that is offered to the customer. the product fuctio aswers questios like: What do our customers wat or eed? Will customers buy our product/service? Price Promotio Place People the price refers to what the customer is beig asked to pay for a product or service. the price fuctio aswers questios like: What are customers willig to pay for this product? What did it cost us to produce this product? How much profit do we wat to make? Promotio decisios are those related to commuicatig with the customers. it is ay activity that icreases sales or promotes goodwill. the promotio fuctio aswers questios like: What message do we wat to sed to our customers? What is the best media to use to commuicate with our customers? How ca we make our product/service stad out from the competitio? Place is sometimes also called distributio ad this refers to gettig the product or service to the customer. marketig maagers have to cosider chaels of distributio as well as retail outlets. the place fuctio aswers questios like: Will the product be sold locally, iteratioally, or globally? What retail outlets should carry our product? Will the product be sold olie? People are really all about customer service. customer service is importat because sometimes it is the oly thig separatig your busiess from the competitio. the people represetig your busiess must have a positive attitude, be professioal, ad provide top-quality service. ofte, the level of customer service is the first impressio a customer gets of the busiess, ad this first impressio eeds to be good if you wat repeat busiess. the people fuctio aswers questios like: What kid of retur policy will we have? How ca we help our customers before, durig, ad after a purchase? 18 G r a d e 1 1 P r o m o t i o s

27 Figure 1.1 The Marketig Mix Product Price Target Market (Customers) People Place Promotio Figure 1.1 shows that all five Ps of the Marketig Mix must be coordiated by the marketig maager to esure a cosistet message is beig set to the target market. The Marketig Mix is also comprised of three Cs. These Cs describe elemets of the marketig eviromet that marketig maagers typically do t have as much cotrol over. The three Cs of the Marketig Mix are: Customer, Compay Capabilities, ad Competitio. The followig chart explais the three Cs of the Marketig Mix i more detail: m o d u l e 1 : i t r o d u c t i o t o P r o m o t i o s 19

28 The Three Cs of the Marketig Mix Explaied Customer customers are the idividuals who actually make the purchase. cosumers are the idividuals who use the product or service. For example, a paret who purchases a toy for his or her child is the customer ad the child is the cosumer. customers make purchase decisios based o may iteral ad exteral iflueces such as icome, persoality, lifestyle, etc. the customer fuctio raises questios like: What motivates the customer to buy? Who makes the purchase decisio i the family? ote: You will lear more about cosumer behaviour i module 2. Compay Capabilities Competitors Busiesses have to make good use of the resources that are available to them. i order to make a profit or be successful, they eed to make sure they are ot takig o more tha they ca hadle ad are settig goals that are achievable. this could iclude cosideratios such as budget, time, people, ad kowledge. the compay capabilities fuctio raises questios like: do we have eough moey to ru prit ad tv advertisemets? Will we be able to lauch this product i time for the christmas shoppig seaso? is our sales staff kowledgeable? Busiesses eed to be aware of their direct ad idirect competitors i order to remai competitive ad successful i the marketplace. the competitio fuctio raises questios like: What is the competitio doig? Why are customers buyig from compay X ad ot from us? the Five elemets of the Promotioal mix (slo 1.1.3) The term Promotioal Mix is used to refer to the five mai categories that most promotioal activities fall uder. The Promotioal Mix icludes: Advertisig, Direct Marketig, Persoal Sellig, Publicity/Public Relatios, ad Sales Promotios. It is called a mix because marketig maagers will geerally use more tha oe of these promotioal methods to commuicate with their target market. How to pick the right mix of methods is somethig you will lear more about i Modules 4-7. For ow, we are goig to look at geeral promotioal strategies. The followig chart explais the five categories of the Promotioal Mix i more detail: 1. Advertisig 2. Direct Marketig 3. Persoal Sellig 4. Publicity/Public Relatios 5. Sales Promotios 20 G r a d e 1 1 P r o m o t i o s

29 The Five Categories of the Promotioal Mix Explaied Advertisig Direct Marketig Persoal Sellig Publicity Public Relatios (PR) a promotioal method that is a paid form of o-persoal commuicatio about a busiess, product, or service through the meas of mass media (e.g., radio, tv, prit, ewspaper, classifieds, iteret, etc.). a promotioal method that is desiged to carefully target cosumers through direct promotioal efforts (e.g., direct mail [addressed], telephoe sales, ifomercials, catalogues, etc.). a promotioal method i which the salesperso uses skills ad techiques to build persoal relatioships with the cosumer i a attempt to assist or persuade the cosumer to buy the product or service (e.g., i-store salesclerks, door-to-door salespeople, etc.). a form of commuicatio regardig a orgaizatio, product, service, or idea ot directly paid for or ru by a idetified sposor (e.g., ews coverage, word-of mouth, etc.). ote: Publicity ca be good or bad depedig o what is beig reported or spread. a promotioal method desiged to build good relatioships with the geeral public ad create a good corporate image by stregtheig a busiess s credibility or ehacig its image (e.g., speeches, sposorig special evets, ewsletters, aual reports, ews releases, etc.). Public relatios are all about commuicatig who you are, what you do, ad how you beefit your customers ad the commuity i which you operate. Sales Promotios a promotioal method desiged to icrease the sales of products or services by providig extra value or icetives (e.g., price icetives, bous sizes, free samples, coupos, cotests, etc.). the evolutio of Promotioal strategies (slo 1.1.4) Evolutio refers to how somethig has chaged. If you looked at a advertisemet from the 1960s, you would otice quite a differece from what is doe i advertisig today. Eve commercials or prit ads from a couple of years ago may seem silly or outdated. Because the world is chagig i may ways, promotioal strategies also have to chage i order to be relevat to the customer. Busiesses have to chage their promotioal strategies because of chages i cosumer buyig behaviour, techology, ad media choices. The followig table provides just a few examples of curret treds affectig promotios today: m o d u l e 1 : i t r o d u c t i o t o P r o m o t i o s 21

30 Category Treds Cosumers more wome i the workforce tha ever before Large seior citize populatio more tees workig Pt/Ft hours Healthy livig focus Gree or ecological focus coveiece goods focus more childre have a say i what products the family buys more cosumers feel safe purchasig products olie Techology/Media the growth of the iteret ad its promotioal value is replacig other traditioal media such as tv, radio, etc. ipods, cell phoes, ad textig are commoly used ad are ofte icorporated ito promotioal strategies i order to reach specific target audieces Where we see promotioal messages is also chagig. How may advertisemets do you thik you are exposed to i a sigle day? Try to thik about all of the differet places you see these messages movie theatres, supermarkets, sportig evets, etc. You are also exposed to ad messages i your home, at school, ad, yes, eve i the washroom! It is estimated that the average Caadia tee is exposed to thousads of advertisig messages each day! This bombardmet of ad messages is sometimes referred to as advertisig clutter. Marketig maagers have to develop ew promotioal strategies each year i order to cut through the ad clutter ad target the customer more effectively. The followig is just a few examples of ew ad aggressive promotioal strategies that have bee itroduced through the years to make a product stad out ad get oticed. See if you ca thik of a few o your ow. Namig Rights Major corporatios are buyig the rights to public spaces such as areas, theatres, parks, schools, museums, subway systems, etc. The corporatio the gets to ame the public space after the corporatio itself (e.g., MTS Cetre i Wiipeg). Ambiet Advertisig Ads i public places such as o cars, bicycles, taxis, buses, elevators, gas pumps, washrooms stalls, park beches, ad store floors are desiged to get oticed i places where there is a captive audiece. 22 G r a d e 1 1 P r o m o t i o s

31 Space Advertisig Busiesses are placig ads i outer space that are visible from earth. For example, i 1999, Pizza Hut paid $2.5 millio to have a Russia space program lauch a rocket with its 30-foot logo o it. Compaies are also placig gigatic ads o earth that ca be see from space. For example, i 2006, KFC placed a 87,500 square-foot logo i the Nevada desert that is visible from outer space. The publicity was what they were lookig for, as cosumers flocked to the compay website ad Google Earth to see it. Digital or "Virtual" Advertisig Digital advertisig adds products to scees that were ever there to begi with. Sportig evet coverage uses ads that are digitally iserted oto the billboards, sideboards, ad playig surfaces i areas ad stadiums. Virtual advertisig is also see i the etertaimet world as producers digitally isert products ito TV scees after the scees are shot. Stealth Edorsers Busiesses are movig away from the traditioal use of celebrities because the geeral public o loger believes that celebrities actually use the products or wear the merchadise they claim to edorse. The tred ow is to brad the celebrities by havig them use products or wear merchadise i public appearaces or promote them i media iterviews. This approach is desiged to make it appear to the geeral public that the celebrities are ot ecessarily beig paid to edorse the product or merchadise. Targeted Advertisig Marketig busiesses are able to idetify the users who are surfig specific websites as well as how may hits each website is gettig by collectig electroic iformatio about the users. This iformatio is the used to create ads desiged to target these idividuals specifically. Cross-Merchadisig Busiesses have merged to produce a hadful of powerful corporatios that ow major film studios, TV etworks, radio ad televisio statios, cable chaels, as well as Iteret, book, ad magazie publishig ad music compaies. For example, whe the world's largest etertaimet corporatio at the time AOL Time Warer was preparig the release of the film Harry Potter ad the Sorcerer's Stoe, it elisted its media divisios (cable systems, specialty chaels, TV etworks, magazies, ad Iteret compaies) to help mass-market the movie ad mass-market the spi-off merchadise. Product Placemet Product placemet i movies, o TV, ad i video games, is very commo. I 1982, whe the film ET featured the cady Reese s Pieces i oe of its scees, sales jumped 65 percet. Now, almost every TV show or movie you watch icludes driks, electroics, clothig, or vehicles that the compaies wat you to otice ad go out ad buy. It is predicted that evetually users will be able to use Iteractive TV to order merchadise they see o their favourite TV shows simply by clickig o the scree. m o d u l e 1 : i t r o d u c t i o t o P r o m o t i o s 23

32 Viral Marketig Viral marketig is a tred that ecourages people to pass alog a marketig message. Like viruses, the message ca reach thousads or eve millios of people. Viral marketig depeds o a high pass-alog rate from perso to perso. I , YouTube, MySpace, ad Facebook were great examples of viral marketig agets. Oe example of a brad that has used this type of marketig is Dove i its Campaig for Real Beauty promotio. I 2007, Dove s first Iteret film Evolutio was cosidered oe of the most watched viral videos of its time. Lesso 2 summary I this lesso, you leared about the defiitio of promotios fuctios of the Marketig Mix elemets of the Promotioal Mix evolutio of promotioal strategies It is ow time for you to complete Assigmet 1.1. This assigmet is made up of two parts, each worth ie marks. You will mail or the completed assigmet to your tutor/marker whe you have fiished Module 1. additioal readigs space advertisig movie ad tv Product Placemet markig rubrics After some of the assigmets, you will fid a markig rubric that your tutor/marker will use to mark your assigmets. You ca also use the rubrics to help you complete your assigmets ad to get the best marks possible. 24 G r a d e 1 1 P r o m o t i o s

33 Assigmet 1.1, Part 1 (18 marks) assigmet 1.1 is made up of two parts: Part 1: Promotioal Mix (9 marks) (SLO 1.1.3) directios: read each example below ad determie the type of promotioal activity beig described. Your aswer will be oe of the five elemets of the Promotioal mix: advertisig, direct marketig, persoal sellig, publicity or public relatios, ad sales promotios. use the chart titled the Promotioal mix explaied to help you out. the first oe is doe for you as a example. 1. a local superstore sposors a basketball touramet at a high school Public Relatios 2. a fast food restaurat rus a cotest where customers have the chace to wi moey ad prizes whe they make a purchase 3. a local busiess is highlighted i the ews for its evirometally friedly practices 4. a clothig retailer asks ew customers to sig up for a club card where the retailer seds out iformatio o ew fashios or special evets by or mail 5. a shoe maufacturer buys a full-page advertisemet i a tee magazie 6. a isurace aget goes to the home of a cliet to preset iformatio o a ew type of ivestmet opportuity cotiued m o d u l e 1 : i t r o d u c t i o t o P r o m o t i o s 25

34 Assigmet 1.1, Part 1 (cotiued) 7. a local mla seds his costituets a holiday greetig card 8. a cosmetic compay hires a celebrity to edorse a ew lipstick lie i a tv commercial 9. a reporter writes a article about a local auto shop that has bee chargig customers for work that does t really eed to be doe 10. a charity orgaizatio uses a database they purchased i order to call idividuals ad request doatios Assigmet 1.1, Part 2 Part 2: Iovative Promotioal Strategies (9 marks) (SLO 1.1.4) directios: due to advertisig clutter, marketig maagers have had to come up with some pretty iovative ways to promote their products ad services. i colum 1, a type of promotio is listed. i colum 2, provide a explaatio regardig this type of promotio. i colum 3, give a example that is ot foud i this lesso of where you have see or heard of this type of promotio. the first oe is doe for you as a example. Feel free to use the iteret to help you research alterate examples. cotiued 26 G r a d e 1 1 P r o m o t i o s

35 Assigmet 1.1, Part 2 (cotiued) type of Promotio explai what it is (1 mark) Provide a example ot foud i this lesso (2 marks) marks space advertisig Product Placemet Busiesses are placig ads i space that are visible from earth or ads o earth that are visible from space Target stores have bee placig giat target logos o their roofs. These logos are so large they are clearly visible from Google Earth. /3 amig rights /3 Viral marketig /3 /3 Total /9 m o d u l e 1 : i t r o d u c t i o t o P r o m o t i o s 27

36 module 1 summary Cogratulatios o completig the first module of Grade 11 Promotios. This module provided you with geeral iformatio o marketig ad promotios priciples; you were itroduced to the fuctios of the Marketig Mix ad the differet types of promotios that comprise the Promotioal Mix. You also leared how importat it is to develop ew ad creative promotioal strategies i order to stay competitive i the busiess eviromet. I the ext module, you will lear how to develop effective promotioal strategies. Submittig Your Assigmets it is ow time to sed assigmet 1.1 to your tutor/marker for assessmet. Before mailig your completed assigmet, please photocopy all materials so that you ca keep a copy for yourself. Please orgaize your materials i the followig order: q cover sheet for module 1 (foud at the ed of module 1, Lesso 1) q assigmet 1.1 (Parts 1 ad 2) Place all these materials i a evelope ad address it to iso tutor/marker 555 mai street Wikler mb r6w 1c4 if you are goig to your assigmets, follow the istructios foud i module 1, Lesso 1. You re ow ready to start Module G r a d e 1 1 P r o m o t i o s