have you ever been watching TV and you keep seeing the same commercial over and over again the first time you see it you don't really pay attention to the product but after the 10th time you begin to actually remember the product or the company that the commercial came from marketers know that and design their advertisements to make promotional goals that you will learn about in this video This is the first video in unit 24 promotion take a look at this breakdown which shows you how often this unit comes up on District State and international exams for each of the different clusters [Music] hello and welcome this is lesson 24.1 promotional campaigns now let's get to work team in this video we'll introduce some of the basics of promotion then we'll differentiate between Product Promotion and institutional promotion afterwards we'll go into the three promotional goals in the Ada model finally we'll talk about promotional strategies and explain the difference between the push promotional concept and the poll promotional concept first let's define promotion businesses usually have the goal of communicating a message to a target audience in order to sell a good service or idea promotion is the term that refers to this marketing communication marketers use the communication process to craft a clear message that will be understood by the receivers integrated marketing Communications or IMC combines advertising sales promotion public relations direct marketing personal selling and electronic promotions into a unified brand by coordinating all of these communications to achieve a goal you are creating a promotional Campaign which can be run for a limited time or be ongoing there are two types of professional campaigns product promotions and institutional promotions a product promotion promotes a specific product or service while an Institutional promotion focuses on promoting a company and creating a favorable image for itself here is a graphic to help you understand the difference between these two types of promotions as you can see the one on the left is specifically trying to explain the service whereas the one on the right is trying to align the service with a social cause in order to create a favorable image for the company now that we've defined the basics of promotion let's talk about promotional goals promotions have three goals to inform to persuade and to remind first talk about informing which refers to Promotions that tell people something that they want to know this might be achieved through brochures ads emails or catalogs businesses want potential customers to stay informed about existing products new products new features on existing products how to use products safety issues Charities that they are supporting or events that they are hosting the next goal is to persuade which uses logic to change a belief or get people to take action usually the end goal of a promotional campaign is to persuade people to buy a certain product for example rebates loyalty programs or new product samples May persuade a customer to take action the final goal is to remind customers reminders appear in multiple places over a period of time the idea is that a customer may not remember a product the first time that they see it however when they are reminded of it they think of it more for example TV commercials are often played many many times to get the product to stick with the viewer if you listen to podcasts a lot you may recognize a few brands that pop up in every podcast like Casper Squarespace or hello fresh these companies use promotions to Target podcast listeners with the intention of reminding them about their product across all the shows that they listen to now that we've covered the three promotional goals let's talk about the Ada model in general Ada is a buying process that experts think most customers go through before purchasing a product Ada stands for attention interest desire and action and it helps integrate the different elements of the promotional mix first is attention basically it means getting the customer to look at the product or promotion essentially you should design your Provisions to be visually engaging to get the attention of the viewers the second step is interest the customer has to be interested in the business or the product in order to make a purchase customers need to know the features and the benefits of the product before they buy it next you should establish desire in order to do that you should encourage the customer to sample use or touch the product customers will then have a positive view of the company and may buy the product the last step is action action usually refers to when the customer actually buys the product it is really important to make it convenient for customers to make a purchase for example you should offer incentives and discounts to facilitate the closing of a deal here is a diagram of the Ada model once again notice how the steps go attention interest desire and then action when you're doing a marketing role play it can be useful to pull out the Ada model to impress your judges now let's discuss promotional strategies remember the four elements of the promotional mix if you don't you can find them here the promotional plan includes these four elements personal selling advertising sales promotion and public relations promotional strategies involve choosing the best promotional mix for the budget each dollar spent on promotions should provide a return on marketing investment or Romi most marketers use metrics to determine how successful their promotions were metrics can be the number of website hits number of products sold number of post likes and so on even businesses that have million dollar products can fail if they don't have a solid promotional strategy the next thing that we're going to do is compare two types of promotional strategies the push promotional concept and the poll promotional concept the push promotional concept is all about pushing the products to the customers whereas the pull promotional concept is all about pulling the customers into the products let's discuss these in a bit more detail beginning with a push promotional concept the push promotional concept involves taking the product directly to the customer examples include trade shows visual merchandising displays and sales calls these actions push products through the supply chain on the other hand the pull promotional concept involves using promotions to make customers actively seek out the product examples include discounts and promotional items sometimes marketing involves both forms of promotion for example new businesses will use push promotions to create interest and be competitive once they're established they might use pull promotions to get even more customers to come and purchase their products now that we've gone over all the content it's time to test your knowledge with a real deck of question pause the video and try to answer the answer is D promotion as we discussed promotion refers to communicating for the purpose of marketing something in this case the company is marketing a grand opening because their promotion wasn't specific to a product or created with the intent of making a favorable impression for the brand this isn't a product or institutional promotion it's also not an advertising media because that would refer to what is actually being used to communicate the promotion such as a newspaper and here are the sources we use for this video feel free to check them out if you still have any questions alright that pretty much sums up less than 24.1 promotional campaigns great work team and we'll see you in the next video