TOPIC: Topic 4: Marketing LESSON TITLE: The Marketing Mix (Promotion) LEARNING INTENTION: To understand the elements of the promotional mix. COMPETENCY FOCUS: Creativity: learners will develop skills in creativity and design by firstly looking at how promotion is used in business to help them to reach their goals and secondly, to design their own promotional campaign responding to a creative brief from the client.  Reasoning: Learners will develop skills in reasoning as after providing advantages and disadvantages for the use of the promotional mix, you will be required to make a reasoned judgment. [IB Learner Profile Development: Open-minded] Success Criteria By the end of the lesson, I can… 1) To identify the role of an advertising agency (gui) 2) To explain the role of an advertising agency in promoting a company’s products/services (Reg) 3) To evaluate the use of professional agencies in ensuring promotional success (Reg-Str) SMSC: You will assess the organisational culture of businesses in terms of fundamental structure, purpose and strategy development. CRITICAL THINKING KEY: Knowledge Application Analysis Evaluation

The Marketing Mix Also known as the 4P’s (product)/7P’s (service) Businesses must consider its marketing mix in order to market its products successfully To meet customer’s wants/needs, marketers must create the right product, at the right time, at the right price, make it available at the right place and let customers know about it through promotion.

The Marketing Mix [www.bbc.co.uk]

PROMOTION How is the product advertised? How is the product promoted? Are there any promotions on the product (BOGOF, 10% extra free, free gift)? How the business attempts to communicate with various target audiences Is a key element to the overall marketing mix

AIDA MODEL (BUYER DECISION-MAKING PROCESS)

MARKETING COMMUNICATION MODEL

PROMOTION Advertising (above-the-line/below-the-line) Sales promotion (i.e. BOGOF) Online advertising Personal Selling Public Relations Direct Marketing Sponsorship Advertiser’s tricks: Celebrity endorsement Put-down competition (i.e. Asda’s price promise Jumping on the bandwagon: everyone else is buying this product, why aren't you?

Promotional Objectives These objectives allow the monitoring, feedback and assessment of the success of the promotional mix. Possible objectives may be: To clarify customer needs To increase brand awareness To increase product knowledge To improve brand image To increase repeat customer rate To improve financial position

What factors influence the promotional mix? Costs Vs Benefits Exposure to the target market Type of market (B2B/B2C) State of the market Competitors Budget available Timing requirements Positioning

INDEPENDENT TASK Design and develop a promotional campaign for EE. http://www.iamcreative.org.uk/sites/default/files/EE%20IAC%20Brief.pdf