1. How to communicate your message to the target market.
Promotion
How to communicate your message to the target market.

2. 3 Key Objectives of Promotional Strategies

3. Informative https://www.youtube.com/watch?v=txrALFNRuBg
Informative: new or updated products, tells about functions and price.
Persuasive: Encourages a customer to make a purchase.
Reminder: Retain customer awareness. (Coke)

4. Persuasive oM

5. Reminder

6. Above the line promotion
The use of media to communicate with customers.
Television
Radio
Cinema
Newspaper
Magazines
Outdoor advertising/billboards
TV-Largest audience and most money spent. Can deliver it to specific audiences. Cost is sometimes too high. This is also changing significantly! We will be discussing this in Atlanta.
Radio-cheaper and still large audiences. No visuals.

7. Below the line promotion
These are non-media promotional strategies that the business has control over .
Branding
Brand Elements
Direct marketing
Sales promotions
POS (Point of Sale) promotions
Sponsorships
Public Relations
Brand elements such as slogans, logos, packaging
Direct Marketing: telemarketing, advertisements, direct mail
Sales promos: BOGO, coupons, free samples, competitions
POS: add on sales at the register

8. Differences btw ATL and BTL promotion
Targeted to mass market audiences
Helps to establish brand awareness
Success is more difficult to measure.
Costly because external agencies are needed.
Aimed at individuals
Aims to secure actual sales
Easier to directly measure response rates.
Businesses have more control.

9. Exam Tip Advertising is a form of promotion, but not the only one
Promotion on the internet can be BTL if the business has it’s own website and uses it as a form of promotion
Promotion on the internet can be ATL if the business pays for advertising on websites

10. Promotional Mix
“the set of tools that a business can use to communicate effectively the benefits of it products and services to its customers.” UK Chartered Institute of Marketing

11. The Path to Purchase

12. AIDA
This can be used as a set of criteria for judging the success of a promotional campaign.
Does it draw the ATTENTION of the public?
How does it engage their INTEREST?
What is the intensity of DESIRE from the customers?
What is the level of ACTION?

13. Use the AIDA method to rate the following:

14. Key elements of a promotional mix
Advertising: tool used to send messages via the media which are intended to influence or inform the people who receive them
Personal Selling: allows face to face contact btw the buyer and seller leading to a more personal interaction and salesmanship
Public Relations: refers to all activities that are designed to give an organization or it’s products and services their image among stakeholders.
Sales Promotion: techniques designed to stimulate consumer purchases by using short term activities such as coupons/free samples/demonstrations.
Advertising: techniques: celebrity endorsements, comparative advertising, direct response advertising (QR code), feel good behavior (health care), Guarantees, sex appeal, slogans
Personal Selling: Seller can adapt message to what the buyer is asking for.
PR: Best public image possible.

15. What elements of the Marketing mix are used for Target?