1. PROMOTION
HANDOUT
I. Advertising [ Thanh Hieu]
1. Definition
Advertising is any paid form of non-personal
…………………….and…………………..of ideas, goods or services through
mass media such as newspapers, magazines, television or radio by an identified
sponsor.
2. Important Decisions in Advertising
a. Setting…………………
b. Setting the………………… ……………………
c. Setting the ………………….. ……………………
Creating advertising messages:
Selecting advertising media
3. The effects of advertising on consumers
Change a consumer’s………………..attitude toward a product, or reinforce
a………………….attitude.
Affect consumer ranking of a brand’s attributes.
II. Public Relations [ Phuong Loan ]
1. Definition
Public relations is a………… ………… ………….that builds mutually beneficial
relationships between organizations and their publics
(The Public Relations Society of America - PRSA)
2. Functions
Any or All of the following functions:
Press relations
……………….. Relations
Product Public Relations
Political and Government Relations
Financial Relations
……………………. relations
Development
3. Tools
News: find or create favorable news about the company and its products and
people.
……………: company executives give talks at trade associations or sales
meetings.
Special Events: news conferences, press tours, grand openings, fireworks
displays, laser show, hot air balloon releases, multimedia presentations, etc.
………….. Materials: annual reports, brochures, articles, company newsletters
and magazines.

2. Audiovisual Materials: films, slide-and-sound programs, videocassettes and
audiocassettes.
………….. ………….. Materials: logos, stationery, brochures, signs, business
forms, business cards, uniforms, buildings, company cars and trucks.
…………. ………….. Activities: contributing money and time to public service
activities.
Web Sites
4. Public Relations and Advertising
a. Similarities
Designed to raise awareness of a company or product in a positive manner.
The company target its messages toward a particular audience.
b. Differences

3. III. Sales Promotion [ Minh Khoa ]
1. Definition
Persuading a potential customer
……………….. tactics
Not use to build long-term loyalty
2. Purposes
Attract new customer
Encourage use product and make them brand loyal
…………….. a competitor’s promotion activities
Introduce new product-penetrate the market
3. Target of sales promotion
a. Customer Promotion ( Pull strategy)
Target at ……….….. ……………..
Encourages the customers to make a purchase
Type of Consumer Promotion
- …………………
- …………………
- ………………………
b. Trade sales promotion ( Push strategy)
Target at distribution channel
Encourages the channel members to stock the product
Type of Trades Sales Promotion
- ……………………………. displace
- Cooperative Advertising
- ……….. ………………… program
- Trade allowances
IV. Personal selling [ Quang Minh ]
1. Definition
……….. ……..and………………… a customer to buy something
2. Role of personal selling in business:
Involving two-way personal communication between …………………. and
individual …………………….
Some firms have no salespeople at all
In company that sells business products, the salespeople may be only contact.
To these customers, the sales force is the company.
In consumer product companies that sell through intermediaries, final
consumers rarely meet salespeople or even know about them
The sales force acts as the …………………… ……………… between a
company and its customer
3. Advantages and disadvantages:
a. Advantages
High customer attention
Message is customized
Interactivity

4. Persuasive effect
Potential for development of relationship
Adaptable
Opportunity to close the sale
b. Disadvantages
…………………………
High cost
……………………..
Can only reach a limited number of customers
V. Promotion methods by using media social to shape consumer discussion
............................................................................................................[Thanh Huyen ]
1. Provide networking platform
Consumers like to network with people who have the …………… interests and
desires
Organizations can leverage this desire by creating communities of like-minded
individuals
These communities center on …………… ……………. through websites, social
networking sites such as Facebook, Myspace, forums, chat rooms…
Individuals base on them to come to a decision
2. Provide information
Consumers are more likely to talk about …………………. and ……………….
when they feel they know a lot about them
Creating a website is …………….. with all information about products which is
categorized clearly and best fix
3. Provide exclusivity
People like to feel ……………….
Feeling of being special can be produced by offering ……………., information
and ……………… ……………… that are available exclusively to a subset of
consumers
4. Use both traditional and Internet-based promotional tools to engage
customers
Stories can be ……………………... The more memorable they are, the more
likely they are to be repeated
Telling a story related to product or creating a story about product with
personified characters
VI. The Case Study [Kaly]
How Apple use Promotion Mix?
………………
………………
1. Advertising
2. Public Relation
PR’s tool
 Fanpage: to launch new product, listen to customers’ feedback
 Event: to launch new products with the presentation from Apple’s CEO

5.  Creating hyper
3. Sales Promotion …………………………………………………………….
4. Personal selling
 In 2009, when retail sales declined around 2%, Apple’s retail sales rose roughly 7%.
 In 2010, Apple’s retail sales, excluding online, jumped 70% to $11.7 billion, compared to
the overall retail industry’s sales growth of 4.5%
Strategy
All stores are the same
Building strong employees
 Young
 Have good understanding about new technology
 Customer oriented