P ROMOTION Unit 3 Topic 3.1

W HAT IS P ROMOTION ? Promotion gives the consumer information about the rest of the marketing Mix. It gives customers: The details of the Product The Price of the product The Place to buy it

T HE A IMS OF P ROMOTION Promotion includes many activities, but they all have the same aim; to raise awareness of the product!

To introduce new products to the Market To inform people of particular issues, often by government To compete with competitors’ products To increase Sales To improve the company image To create a brand image

T HE MARKETING MIX : PROMOTION Above the line promotion Advertising which involves the use of media such as television, radio, newspapers, posters etc Below the line promotion Promotional methods which do not use the media Informative advertising Adverts which simply give information about a service or describe the features of a product Persuasive advertising Adverts which try to influence and persuade customers to buy the product or service.

T HE MARKETING MIX : PROMOTION Advertising – broadcast media Television Radio Cinema Advertising – printed media National newspapers Regional newspapers Magazines Posters and billboards Leaflets Directories Internet Anywhere there is a flat space – lorries, buses

T HE MARKETING MIX : PROMOTION Choosing advertising media Cost What competitors are doing Target audience

T HE MARKETING MIX : PROMOTION Arguments for advertising Makes consumers better informed Earns revenue for the media Encourages competition and therefore leads to lower prices Creates employment Arguments against advertising Can tempt people to buy things they cannot afford Can encourage purchases of things which are not good for people Increases costs and therefore prices

T HE MARKETING MIX : PROMOTION Direct marketing Selling over the internet Selling over the phone Direct mailing – junk mail, should be targeted by purchasing database of suitable people Catalogues

T HE MARKETING MIX : PROMOTION Public relations Customer relations – courtesy, politeness, department to telephone Endorsements – famous people saying they use product Competitions Gifts and free samples Awards Sponsorship

T HE MARKETING MIX : PROMOTION Below the line techniques - Sales promotion Special offers Discounts Money off coupons Loyalty cards Free gifts Point of sale After sales services Competitions Gondola ends Eye level Several rows