PROMOTIONS 3 goals: 1. Provide information about the product. 2. Persuade the consumer to buy your product. 3. Remind the consumer about the product. called institutional ads

BRANDING The image you want to project All promotions and marketing activities should support the branding of your product, service, organization, group or person

DESCRIBE THE BRAND/IMAGE

Example 1

Example 2

5. Public Relations & Sponsorship Promotional Mix 1.Advertising 2. Publicity 3. Personal Sales 4. Sales Promotions 5. Public Relations & Sponsorship

1. ADVERTISING Paid-for promotion Types: Flyers, Billboards, Radio, Television, Newspapers, Magazines, the Internet (Social Media)

2. PUBLICITY Media information - unpaid 3rd party report: News coverage Internet Buzz

3. PERSONAL SALES Targeted - personal Dialogue: Door to door Phone Player/star visits Telemarketing: https://youtu.be/lbfV7EQpz_I

4. SALES PROMOTION Encourages consumers to buy a product Types: Coupons Contests Premiums (loyalty cards) Samples Special Events

5A. PUBLIC RELATIONS Create a positive image for a company Donate to charity

5B. SPONSORSHIP Assist others Helps Branding Financial Personnel Other means Local teams Helps Branding

MARKETS Competition Consumer Market Segment Target group Always identify: Market Niches: Specific characteristics in the segment Market Segment Competition Target group Consumer

GROUP ACTIVITY In your groups discuss the advantages and disadvantages associated with each advertising form.

AIDA 4 steps in advertising Attention Interest Desire Action

ATTENTION (aka Awareness) Grabs the attention of the viewer Examples: Big fonts/images Slogan/Logo Colours

INTEREST Make the viewer want to continue seeing your ad or promotion. If interest is not generated, attention quickly wanders. Examples: Clear, up-front purpose Features and benefits Provide contests

Generate a deeper level of desire. Remember Maslow Generate a deeper level of desire. Examples: Images of happy users Testimonials Rating and awards Limited offer

When, Where, and How to purchase the product. ACTION When, Where, and How to purchase the product. Examples: Call a 1-800 number Access a website Try a free sample

Example 1 of AIDA on an Internet Banner Ad

ACTIVITY Work in your existing marketing team groups Modify your poster for the fruit-flavoured potato chip that you created earlier. Present your Marketing Mix for your fruit –flavoured potato chips. Include your poster, Identify your brand, market niche targeted by each poster and then discuss each step in AIDA for each poster