1. Promotion considerations
Unit 1: Marketing
Promotion considerations
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2. Promotion -push and pull effects
Push effects are strategies to get an organisation’s products into the distribution network
Pull effects mean customers ask for the product specifically and proactively before it is in the network
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3. Promotion - SOST
A method of ensuring integrated marketing planning and communication within an organisation:
Situation: where does the organisation find itself?
Objectives: what are the key objectives to be met by the marketing campaign?
Strategy: how is the objective going to be achieved?
Tactics: What are the operational details of the agreed tactics?
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4. Promotion – the 6Ms
Another strategic consideration model for integrated planning, also known as the 4Ms
Men: your human resource
Money: your budget
Machines: your equipment availability
Materials: samples, brochures needed
Minutes: time constraints to consider
Measurement: against your initial objectives
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5. The Promotional Mix
When deciding on a promotional campaign for a product/service, an organisation should consider a relevant combination of promotional methods, known as the promotional mix
This mix should ensure communication to all levels and locations of target market
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6. Sales Promotions BOGOFF!
Q: What other sales promotion methods are there?
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7. Direct marketing
The distribution of products, information and promotional benefits to target consumers through interactive communication in a way that allows response to be measured
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8. Personal Selling
Oral communication with prospective purchasers with the intention of making a sale
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9. Online marketing
Q: What types of marketing have you seen emerge on the internet?
Q: How do companies use this to create a competitive advantage
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10. Advertising The purpose of advertising is to: Support increased sales
Encourage trials
Create awareness
Inform
Remind
Reassure
Create an image
Change opinion and attitudes
Gain support internally and externally
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11. Advertising All objectives should be SMART Q: What is SMART?
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12. Advertising Above the line
Advertising in media options such as the press, TV, cinemas
Relate to earnings on a commission basis
Below the line
Advertising in media such as direct mail, exhibitions, packaging, merchandising
Relate to earnings on a fee basis
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13. Other promotional methods
Exhibitions
Sponsorships PR
Branding
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HNC/HND Business

14. Further research/reading
Research the role of advertising agencies in the promotional strategies of organisations – think about the advantages and disadvantages of designing promotional plans in-house as opposed to using external agencies
Research the different media options available for promotions
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