Kevin Zhang

It equals marketing communication. It involves communication about the product the product or service. Promotion is an element in the marketing mix. Communication techniques aimed at informing, influence and persuading customers to buy or use a particular

Advertising Wide coverage Control of message Repetition means that the message can be communication Can be used to build brand loyalty Personal selling High customer attention Message is customized Interactivity Persuasive impact Potential for development of relationship Adaptable Opportunity to close the sale

Sales promotion Effective at achieving a quick boost to sales Encourages customers to trial a product or switch brands. Merchandising 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. Promotes the 'Brand Image'

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

Branding is establishing an identity for a product that distinguishes it from competitors. The adoption of values, image, awareness, recognition, quality, features, benefits and name for a product. A brand is the sum of the characteristics of a product perceived by user.

To differentiate the product To aid advertising To build loyalty To facilitate recall To communicate value of the product To target segments To aid recognition To protect the product To promote the product To convey the image of the product

Monster Monster Dell

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

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

T elevision 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

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

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

. 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

Persuasive