PROMOTION Esther Lee

Definition of Promotion Promotion is marketing communication. The communication aims to inform, influence and persuade customers to buy or use a particular product. Promotion increases sales, attract new customers, encourage customer loyalty, encourage trial, reassure new customers and many more. It is an element of the marketing mix.

Advantages Advertising : It covers a wide audience, controls the messages and can build brand loyalty. Personal selling: It catches customers attention, customizes messages and interact with the customers. Sales promotion: It helps to achieve a quick boost to sales and encourages customers to trial a product or switch brand.

Advantages Merchandising: It maximizes the effectiveness of retail distribution. Public relations: It aims at achieving favorable publicity about the business, building the image and reputation of business or products and communicating effectively with customers. Sponsorship: It is a specialized form of public relations. It should benefit both sides, the company sponsoring and the company sponsored.

Advantages Direct marketing: It focuses limited resources on targeted promotion, personalize the marketing message and easily measure responses and successes.

Branding Branding is adoption of values, image, awareness, recognition, quality and name of a product. The company uses branding as a means of sustaining competitive advantages. Branding encompasses the intangible values created by a badge of reassurance. Branding is establishing an identity for a product that distinguishes itself from competitors (differentiating product from competition)

Examples of Successful Branding Disney: cartoons, tourism, real estate and games LEGO: plastic toy bricks DVD: any disks that play movies or have files in them. Kleenex: whenever we look for tissues, we call it Kleenex. FedEx: delivery

Types of Advertising Informative advertisement explains how a product works, constructs an image for the brand, informs potential customers of services offered and corrects mistaken impressions. An example is GMs advertisement.

Types of Advertising In competitive advertising, a company points out its companys differentiable advantages or put down the competition to get ahead of the game.

Types of Advertising Persuasive advertisement encourages people to switch from the brand they are currently using to its companys brand.

The 5 Ms Mission: advertising objectives Money: paying for the campaign Message: delivered message to consumers Media: which media is chosen for advertising Measure: measuring the impact of advertising

6 Main Advertising Medias Print media (Newspaper & magazines) Advantages: frequently printed, widely read and has an access to local, regional and national areas. Disadvantages: Short life and is outdated Television Advantages: specific group can be targeted, large audience Disadvantages: limited time space and high cost Radio Advantages: inexpensive and relatively mobile Disadvantages: limited attention (no vision), local

6 Main Advertising Medias Cinema Advantages: attracts large audience and specific target Disadvantages: limited audience and often only be seen once Outdoors (billboards) Advantages: seen multiple times, targets particular area Disadvantages: potential traffic hazard, too short messages Internet Advantages: cheap, easy to update Disadvantages: Limited audience, technical problems

YouTube Videos MAC Commercial There are two characters, a Mac and a PC, in this commercial. These two characters is having a conversation. This video is effective because it is entertaining, funny and shows Macs superiority. This commercial shows that the Mac pokes fun at what is true of PC computer. House Hippo Commercial This commercial attracts peoples attention with this little hippo running around the house and his cuteness. This is a good commercial because it expresses a strong message – Dont believe what you see on the television – and appeals to audiences.