Review of Target Marketing• Pick any category of

Product▫ Oil▫ Golf Clubs▫ Video Games▫ Bicycle▫ Hair Spray▫ Etc.

• List one BRAND that meets UP and coming families needs

• List one BRAND that meets TOP Rung needs

•EXAMPLE•MOTOR OIL

•Quaker State is geared towards families because of it’s High Protection abilities

•Valvoline Full Synthetic is geared towards Top Rung because of it’s premium features and high expense

PART 3: Role of Promotion•New Products /Customers

•Used to inform prospective customers

•Used to persuade prospective customers that their product is a better choice.

•CityKittyAD•CityKitty-Shark Tank

•Customers who have purchased

•Reinforces their product decision.

•Reminds them how it meets their needs.

Role of Promotion

•Mac vs pc (what’s their message?)•Iphone, iphone, iphone4g•Ipod nano, nano

• At your Table…What are three similarities between these commercials?

• What are three differences with these commercials?

Selecting Promotional Methods• Businesses select promotional

methods based on 3 factors:1. Who are the prospective

customers?-How many? A Lot: TV

A little: Golf World Mag.-Where are they located?

City: TV, BillboardCountry: Radio

-What information sources do they use?

Selecting Promotional Methods

2. What is the Message?3. What is the Budget for the

Promotion?Low: go for publicity…interviews,

newspaper articlesHigh: TV Ads, Billboards...

Promotions Activity•Flip back to page 19-20 in packet•Your group will be assigned a Target•Using the following media options, tell us

how you would “reach” this group to promote your new fitness club.

•3 Promotions Channels▫Justify each

•Create your Message of your ad?