PROMOTION JOE CHOU

WHAT IS PROMOTION? Promotion is communicating a product or service to consumers. Promotion is an element in the marketing mix. Communication techniques aimed at informing, influence and persuading customers to buy or use a particular. Product promotions are designed to increase sales of a product or service. Promotional tactics run the gamut - from coupons to "two-fer" sales to straight dollar markdowns or percentage discounts and simple advertising blitzes.

ADVANTAGES Advertising: the form of communication Repetition means that the message can be communication Can be used to build brand loyalty

PERSONAL SELLING uses skills and techniques for building personal relationships with another party High customer attention Message is customized Interactivity Adaptable Opportunity to close the sale

SALES PROMOTION customers may feel a sense of urgency and stop comparing the alternatives. Effective at achieving a quick boost to sales Encourages customers to trial a product or switch brands.

MERCHANDISING A lot of thought goes into the process. refers to the whole range of activities that are associated with selling a product. Displaying products to maximize sales Operates at the ‘point-of-sale’

PUBLIC RELATIONS Can achieve favorable publicity about the business Can communicate effectively with customers and other stakeholders Can build the image and reputation of the business and its products, particularly amongst customers

SPONSORSHIP Sponsoring events that appeal to their market are likely to shape buying attitudes and help generate a positive reaction.

DIRECT MARKETING Focus limited resources on targeted promotion Can personalize the marketing message Relatively easy to measure response & success Easy to test different marketing message Cost-effective if customer database is well managed

What is branding?

Branding is establishing an identity for a product that distinguishes it from competitors.

WHY BRANDING To target segments To aid recognition To protect the product To promote the product To convey the image of the product

5 PRODUCTS BRANDED COCACOLA

Iphone

Lay’s

Starbucks

DELL

TYPES OF ADVERTISING Informative – provides information Persuasive – to encourage brand switching Competitive – to point out differential advantages

5 MS OF ADVERTISING Mission – objectives Money – to pay for the campaign Message – to be delivered Media – choice of advertising media Measure – measuring the impact

Advertising medias

PRINT MEDIA – NEWSPAPER AND MAGAZINES Advantages: Widely read Short lead time Local. Regional and national papers available Color printing adds to impact Inexpensive compared to television

DISADVANTAGES: Short life Low impact Not every group reads a paper High costs especially for national newspaper

2. TELEVISION Advantages: Large audience Low cost per exposure High impact – color, sound and movement Can target specific groups

DISADVANTAGE: Very high overall cost Limited prime time space Short-lived May not be watched – visual wallpaper Proliferation of channels Reduces audience Conveys only a limited message

RADIO Advantages: Relatively inexpensive Can target specific segment Relatively mobile local

DISADVANTAGE: Limited impact No vision Short life Listener’s attention limited Audio wallpaper Mainly local rather than national

CINEMA Advantages: High impact Captive audience Can be specifically targeted Local audience Visual, sound,,movement

DISADVANTAGES: Limited audience Mainly young audience Short lived message May only be seen once

OUTDOOR Advantages: Repeatedly seen Target particular area May encourage impulse buying if close to shops Local media

DISADVANTAGE: Message must be short and simple Cannot target socio economic groups Rarely attract full attention Short lived Difficult to measure effectiveness

INTERNET Advantages: Cheap Easy to set up Easily updated Number of hits can be monitored – useful measure of effectiveness

DISADVANTAGES Problems of connecting Limited audience Technical problems Banner adverts not very effective Search engine listing can be costly

TV COMMERCIALS This sow that have a great benefit in sailing produce. They also provide a lot of useful information about products. People interesting in these process because that have a lot of advantage.