1. Product
Promotion

2. Where does it fit in the marketing mix?
Product
Price
Promotion
Place

3. Promotion
Write down the different methods of product promotion you can think of:

4. Some Initial Ideas……

5. Key Promotional Terms Advertising Advertising media Public relations
Sponsorship
Sales Promotions

6. Exhibitions
Personal Selling
Direct Marketing
Corporate Image

7. The Promotional Mix
Write down some factors that you think would affect the mix of promotions that a company would choose for its product or service.

8. Factors Affecting the Promotional Mix
Cost
Target market
Type of market – B2B or B2C?

9. Stability of market
Budget Requirements
Timing Requirements

10. Communications Model – How to communicate your promotion
Consumer Response Hierarchy
Sender
Company
Encoding
Create message
Medium
Promotional
Media
Decoding
Receiver
Interprets message
Receiver
B2C
B2B

11. AIDA
Attention – an effective message will gain the attention of the target audience. It must have sufficient sensory impact to be noticed.
Interest – an effective message will hold the interest of the target audience and should be sufficiently relevant to engage the customer.
Desire – an effective message will arouse desire in the target audience – it must satisfy a need or want, or solve a problem.
Action – an effective message will obtain a response from the target audience. It must describe how the product or service can be bought.

12. Promotional Methods Used in AIDA
Attention
Interest
Desire
Action