DECA Prep Mini Unit - Promotion

Unit 6
Instructional Area: Promotion
Textbook Reference: Pages 358-439
Overview: This unit is about promotion and promotional strategies. Businesses spend a lot of time and money on promotion because it is a time-tested way to get consumers interested in a product or service. Many businesses make their profits by providing the time, the place, or the substance of promotion, from ad agencies to TV stations to billboard companies.

Key Terms: promotion, product promotion, institutional promotion, advertising, direct marketing, sales promotion, public relations, press release, promotional mix, promotional tie-in, product placement, loyalty marketing programs, point-of-purchase displays, visual merchandising, artistic elements (to include line, shape, direction, texture, proportion, motion and lighting), complementary colors, triadic color scheme, media, print media, broadcast media, specialty media, media measurement terms (to include audience, impression, frequency, CPM), headline, copy, illustration, clip art, signature, slogan, ad layout, advertising proof

Key Concepts: promotional mix, product placement, advertising campaign

Goals of promotional activities are summarized by the phrase AIDA
Attract Attention
Build Interest and Desire
Ask for Action

Steps to plan an integrated advertising campaign
1. Identify target audience
2. Determine objectives
3. Establish the budget
4. Develop the message
5. Select the media
Evaluate the campaign

Assessment Activity:
1. Come up with an acronym/rhyme to help you to remember the steps to plan an integrated advertising campaign.
2. Illustrate your understanding of the concept of promotional mix by creating a promotional plan to promote a Saturday festival (pet adoption in the park) put on by a local non-profit pet and rescue organization. Keeping in mind the limited resources available to non-profits, how can they promote this event without spending a lot of money?

Extension Activities (optional; can be submitted for extra credit):

All found at http://www.glencoe.com/

Unit 6
Practice Quizzes, Interactive Tutor, E-flash cards – Chapters 17-20