Promotion Ενότητα # 7: Promotion Ευαγγελία Κουτσογιάννη Τμήμα Διοίκησης Επιχειρήσεων ΕΛΛΗΝΙΚΗ ΔΗΜΟΚΡΑΤΙΑ Ανώτατο Εκπαιδευτικό Ίδρυμα Πειραιά Τεχνολογικού Τομέα

Άδειες Χρήσης Το παρόν εκπαιδευτικό υλικό υπόκειται σε άδειες χρήσης Creative Commons. Για εκπαιδευτικό υλικό, όπως εικόνες, που υπόκειται σε άλλου τύπου άδειας χρήσης, η άδεια χρήσης αναφέρεται ρητώς.

Χρηματοδότηση Το παρόν εκπαιδευτικό υλικό έχει αναπτυχθεί στα πλαίσια του εκπαιδευτικού έργου του διδάσκοντα. Το έργο «Ανοικτά Ακαδημαϊκά Μαθήματα στο Ανώτατο Εκπαιδευτικό Ίδρυμα Πειραιά Τεχνολογικού Τομέα» έχει χρηματοδοτήσει μόνο την αναδιαμόρφωση του εκπαιδευτικού υλικού. Το έργο υλοποιείται στο πλαίσιο του Επιχειρησιακού Προγράμματος «Εκπαίδευση και Δια Βίου Μάθηση» και συγχρηματοδοτείται από την Ευρωπαϊκή Ένωση (Ευρωπαϊκό Κοινωνικό Ταμείο) και από εθνικούς πόρους.

Σκοποί ενότητας In this section you will acquire specific vocabulary related to promotion methods - advertising - sales promotion - personal selling - public relations expressions and grammatical structures to express comparison and contrast

Promotion is communication intended to inform, persuade, or remind an organization’s target market of the organization and its products. The major promotion-mix ingredients are: Advertising Sales promotion Personal selling Public relations

Advertising

Advertising informs consumers about the existence and benefits of products and services. It aims to present information about a product, arouse interest, build desire and get consumers in a favorable frame of mind to buy the product. There are many forms of advertising: direct mail advertising, which is usually a leaflet including information about a product or service, sent to consumers by post; press advertising, which includes advertisements in newspapers, journals and magazines; poster advertising, which usually supplements a press, TV, or radio campaign; television and Internet advertising, which refers to commercials and informecials.

Advertising Glossary benefit: advantage; gain/ όφελος leaflet: printed sheet (unbound but sometimes folded) with announcements, esp one for free distribution/ φυλλάδιο campaign: series of planned activities to gain a special object/ καμπάνια commercials: mainly persuasive ads, inserted in a TV or radio programme/ διαφημιστικά σποτ informecials: 5-10 minutes informational films including demonstrations

Sales Promotion Sales promotion consists of activities or materials that are direct inducements to customers or salespersons. Sales promotion techniques are used primarily to enhance and supplement other promotion methods, These are: refunds, coupons, samples, premiums, point-of- purchase displays, and trade shows.

Sales Promotion Glossary refund: a return of part of the purchase price of the product/επιστροφή χρημάτων coupon :it reduces the retail price of a particular item by a stated amount at the time of purchase/ κουπόνι sample : a free package of the product/ δείγμα premium: a gift that a producer offers the customer in return for using its product/ δώρο, πρίμ point-of-purchase display: promotional material placed within a retail store/ επίδειξη στο σημείο πώλησης trade show: exhibition where many sellers display their products/επίδειξη εμπορευμάτων

Personal Selling

Personal selling is the most adaptable of all promotional methods because the person who is presenting the message can modify it to suit the individual buyer. Most salespeople, however, follow the following procedure: Prospecting, that is, researching potential buyers or prospects and coming into contact with them. Making the presentation, that is demonstrating the features, benefits, etc of the product. Closing the sale, which is the crucial point since the salesman asks the prospect to buy the product. Following up, which means that the salesman must follow up after the sale to ensure that the product is delivered on time, in the right quantity, and in good and proper operating condition.

Personal Selling Glossary modify: make changes/τροποποιώ prospect: sb from whom one hopes to gain something; possible client or customer/ υποψήφιος πελάτης demonstrate: show clearly/ κάνω επίδειξη features: characteristics/ χαρακτηριστικά deliver: take goods to the persons to whom they are addressed/διανέμω, παραδίδω (εμπορεύματα) operating conditions: be in action, function properly /λειτουργική κατάσταση

Public Relations Public Relations (PR) people act as the liaison between a company and society. To form and protect a favorable image of a company, PR personnel organize activities which promote the public acceptance of the company. In particular a PR department must:  develop public relations  assist in the launching of new products  assist in repositioning a mature product  build up interest in a product category  influence groups of people, by organizing various events.

Public Relations Glossary liaison: connection; linkage between two separate groups / διαμεσολαβητής image: impression/εικόνα personnel: staff; persons employed in any work/ το προσωπικό (μιας εταιρίας) public relations: the art of establishing and promoting a favorable relationship with the public/ δημόσιες σχέσεις launch : bring in the market/ λανσάρω mature products: old products/ κορεσμένα προιόντα repositioning: determining the position of sth / επαναπροσδιορισμός influence: exert power to affect sb’s beliefs or actions/επηρεάζω

Τέλος Ενότητας