Theory on Marketing For Lesson 21

Promotion

  TV asked a panel of 8000 viewers to vote for their favourite ads of the last ten years. From dancing eyebrows and talking meerkats, to a car made of cake and the world’s longest waterslide, these are some of the TV ads that made us smile, think and want more.

Promotional Mix  Promotion is all about communication. ‘Promotion is how marketers communicate with their target markets that include existing customers and prospective customers’.  Promotional Mix is the process and variety of promotional methods used to communicate information about a product, service and product offering.  Reasons for promotion  ‘Promotion can build or destroy a brand, it can change attitudes, and it can influence the view that society as a whole has of the company and its products.’

Methods of Promotion AAdvertising SSales Promotion PPersonal Selling DDirect Marketing PPublic Relations SSponsorship CCelebrity Endorsement

Advertising Advertising is one of the most important parts of promotion. The purpose of advertising: 1.Inform people – make potential customers aware of your product and benefits 2.Persuade people to make a purchase – inform people about the benefits or sell at a lower price Advertising is made up of:  message – what you want to tell customers  medium – how you choose to advertise

Most effective advertising methods Advertising Medium 1Moving images (TV or Cinema advert) 2Print (newspapers or magazines) 3Ambient (public spaces, sides of buses) 4Digital (websites, , text messages) 5Audio (radio adverts)

Sales Promotion  “Sales Promotion is the process of encouraging customers to buy the products by offering an incentive”  Price promotion – discount on product e.g. 50p off, BOGOF, 25% extra free  Coupons – discount or free gift  Competitions – instant win offers in the package  Money refunds – cashback, e.g. mobile phones  Loyalty incentives – collect stamps for a free drink

Personal Selling  Personal selling is where businesses use people (the “sales force”) to sell the product after meeting face-to- face with the customer.  Methods include:  Face to face – saleperson watches body language to adapt sales pitch  Telephone – listen to customers tone of voice to adapt sales pitch  - send attachments of deals to customer  Video or web conferencing – connect all over the world

Public Relations Public relation are activities a business does to put information into the media, but without paying for it Exhibitions – present and display products to get people interested in buying Sponsorship – pay to display brand at event (creates a positive image) Press releases – statement sent to journalists to get them to write something interesting about your company

Direct Marketing Business communicates directly with the customer Direct Mail – letters posted to the customer giving information about new products Mail order Catalogues – shows the different products in comfort of your own home

Video  Watch this video:  strategy-promotion/12270.html strategy-promotion/12270.html  introduction-to-promotion-and-advertising/10959.html introduction-to-promotion-and-advertising/10959.html