Product Promotion

Where does it fit in the marketing mix? Product Price Promotion Place

Promotion Write down the different methods of product promotion you can think of:

Some Initial Ideas……

Key Promotional Terms Advertising Advertising media Public relations Sponsorship Sales Promotions

Exhibitions Personal Selling Direct Marketing Corporate Image

The Promotional Mix Write down some factors that you think would affect the mix of promotions that a company would choose for its product or service.

Factors Affecting the Promotional Mix Cost Target market Type of market – B2B or B2C?

Stability of market Budget Requirements Timing Requirements

Communications Model – How to communicate your promotion Consumer Response Hierarchy Sender Company Encoding Create message Medium Promotional Media Decoding Receiver Interprets message Receiver B2C B2B

AIDA Attention – an effective message will gain the attention of the target audience. It must have sufficient sensory impact to be noticed. Interest – an effective message will hold the interest of the target audience and should be sufficiently relevant to engage the customer. Desire – an effective message will arouse desire in the target audience – it must satisfy a need or want, or solve a problem. Action – an effective message will obtain a response from the target audience. It must describe how the product or service can be bought.

Promotional Methods Used in AIDA Attention Interest Desire Action