Promotion

PROMOTION : 

PROMOTION A campaign that gets the audience directly involved in an activity or event that enhances the advertiser’s business and your station

3 TYPES OF PROMOTIONS : 

3 TYPES OF PROMOTIONS Audience Promotion Brings new viewers/listeners to your station Sales Promotion Attracts buyer’s attention to advertiser’s business. Creates in-store traffic/sales Community Promotions Helps solve a community problem

An audience promotion can involve one or more advertisers and become a sales promotion, building store traffic and new viewers or listeners at the same time : 

An audience promotion can involve one or more advertisers and become a sales promotion, building store traffic and new viewers or listeners at the same time

SALES PROMOTIONS : 

SALES PROMOTIONS Station designs a special promotion and helps advertisers execute the campaign Station may provide prizes, print flyers, entry forms, boxes, and use of other media. Station may provide air personalities, station mascot, promotional vehicles, inflatable attractions. Extra costs of promotion must be built into the cost of the promotion.

Planning a sales promotion : 

Planning a sales promotion Is primary purpose of promotion to project station image or sell time? Will promotion be sold to existing advertisers, new advertisers, or both? What benefits will the client receive? New customers? New Image? New positioning?

Slide 6: 

What media will be used? What are the total expenses or prizes, supplies, airtime? What is the most effective date to schedule the promotion for advertiser and station? Will the campaign be evaluated on the basis of dollars generated or on the basis of getting and keeping new advertisers? Does the promotion conflict with plans by the Non Traditional Revenue team?

Synergistic PromotionsJoins compatible advertisers : 

Synergistic PromotionsJoins compatible advertisers

Join Compatible Advertisersinto one exciting promotion : 

Join Compatible Advertisersinto one exciting promotion Great restaurant and dancing at the hottest club in town = “A Night to Remember” contest Hardware dealer, contractor and bank = “Live in The Home of Your Dreams” Auto Dealer and bank = “Drive a BMW for a Year” contest. Travel agency, airline, hotel = “Your Vacation of a Lifetime”contest. No lotteries!