PROMOTION BMI – Marketing Mix

PROMOTION Advertising Sales Promotion Public Relations Publicity Reaching a mass audience involves planning an effective promotional campaign. The following areas of promotion should be considered: Advertising Sales Promotion Public Relations Publicity Personal Selling

ADVERTISING The paid use of MEDIA to communicate information about a product and influence consumer choice Advertising is most important for products and services that are…… Identical Mass Marketed Easy to Describe Low Priced New Highly Competitive

Goals of Advertising

Brand Awareness and Positioning Repeat details about the brand as often as possible, often beginning the ad with “introducing” or “presenting”… Deliver the positioning message

Brand Trial If a consumer tries and likes the product, they will buy it. Sampling campaigns follow this approach and often include a coupon with a major reduction or a free sample. Example – perfume scent strips.

Brand Preference Try to convince consumer their product provides stronger value “Most popular” or “Number One” or “The Leading Brand” Often use endorsements in this approach

Brand Reminder For older brands competing with new competitors Remind consumers their brands are still available Often mentions historical data

Brand Repositioning Trends change, new technology emerges, markets are transformed. Products often at the decision stage. Repositioning may help the product appeal to a new target market Danger of alienating existing users of the product.

Sales Promotions

Sales Promotion When using pricing to promote your product Examples: Event sales Combo sales Coupons etc

Public Relations

Public Relations The relationship a business has with other organizations and consumers Examples: Partnerships Sponsorships View of the public

Publicity

Publicity Attention in the media Can be both positive and negative

Personal Selling

Personal Selling When the sales force (employees) are used to promote or sell the product WestJet Advertisement