1. The Marketing Mix Promotion

2. Aims of today’s lesson:  To have an understanding of the marketing mix and the role of promotion  To understand the difference between above and below the line promotion

3. Starter How would you ‘define’ PROMOTION?

4. Promotion is …  Communication techniques to get information, influence and persuade customers.  Or…. Getting a way to spread your idea/product to customers!  …its all about persuasion!

5. Viral Marketing….. From web. From laptop. So what methods of promotion did this video show us that are traditionally used?

6. Promotional methods Main methods include:  Advertising  Sales promotion  Personal selling  Public Relations  Direct mail  Sponsorship It depends on  Stage in the life cycle  Budget  Target market  Nature of the product  Competition

7. To the DVD Working Lunch – best of DVD! Session 5 _ brand management

8. What are the Objectives of promotion?  Increase sales  New customers  Retain existing customers  Encourage a trials  To inform  To remind  To assure  To encourage brand switching  To create an image  To encourage customer contact. You will need to use these ‘objective’ terms for the following few slides / tasks

9. What’s the Marketing objective? Cola – be yourself Lynx

10. What’s the Marketing objective? Stroke Sign of advice Citroen C4 Robotic dancing

11. What’s the Marketing objective?

12. Two ‘types’ of promotion… Above the line ….  Uses independent media  Aimed at a wide audience Below the line….  Uses media that the company has some form of control

13. Above the line  This uses advertising…  Advertising is using any paid form of non-personal presentation.  Uses media that company has little direct control over.

14. Below the Line  Uses all forms other than advertising  Includes  Direct mail  Exhibitions  Sales promotion  Branding  Merchandising  Packaging  Sponsorship Exhibitions don’t have to be boring…

15. You decide on which factors are + or – for above / below the line…  Adaptable  Can only reach a limited number of customers.  Control the message  Expensive  High cost  Higher customer attention  Impersonal  Interactivity  Labour intensive  Lacks flexibility  Limited capacity to close the sale  Message is customised  One way communication  Opportunity to close a sale  Potential to develop a relationship  Repetition  Used to build brand loyalty  Wide coverage

16. Benefits and Problems for Above the line promotion Advantages  Wide coverage  Control the message  Repetition  Used to build brand loyalty Disadvantages  Expensive  Impersonal  One way communication  Lacks flexibility  Limited capacity to close the sale

17. Benefits and Problems for Below the line promotion Advantages  Higher customer attention  Message is customised  Interactivity  Potential to develop a relationship  Adaptable  Opportunity to close a sale Disadvantages  High cost  Labour intensive  Expensive  Can only reach a limited number of customers.

18. Markets & Media activity  You need your whiteboard & pen  No cheating… quick fire round  Put down your immediate thoughts…

19. Quick fire activity  Tell me your immediate thought of the  target market  and  promotional method used….  For the following items….

20. For example - Playstation  Target market = teenage boys  Promotional method  = Games magazines

21. Quick fire starts here…  Bowling  Toothpaste  Airline travel  Dishwasher liquid  Crisps  Stanna stair lift  Local pub quiz  Dating Agency  Local Farmers market target market and promotional method used….

22. Viral Marketing – e-commerce!  network-enhanced word of mouth  Amazon.com encourages their customers to "send a book to a friend".

23. Best example of viral marketing?

24. Cadbury’s – king of viral? What benefits have Cadbury’s gained from these marketing campaigns?

25. More from the DVD Best of Working Lunch - Advertising

26. Homework….  Read article & answer Q’sanswer Q’s  What is Viral Marketing?  Identify 5 traditional Marketing promotional methods.  What is a ‘brand’?  Select one well known brand, describe how it has maintained its brand leadership.  What is a ‘sneezer’?  Do you know of any ‘sneezer’ promotions that have caught your attention?

27. Plenary  Other than advertising, how else can a business promote its goods & services?  Can you name me 3 promotional objectives?  What is the difference between above & below the line promotions?

28. Other good clips… Sheila’s wheels Ipod shuffle Iphone Guinness

29. A later homework Q….

30. To what extent is…….? To what extent is PROMOTION the most important ingredient of the marketing mix? Exam Skills

31. How best to answer this question?  Knowledge = DEFINE….  What is the marketing mix?  what are the 4 ‘ingredients’ of the marketing mix

32. Application & Analysis  Application  Use REAL business examples…  Analysis  Why IS promotion SO IMPORTANT to a business  Why is promotion NOT the most important… Aka. Why are the other features as or more important?

33. Evaluation  You decide….. Do you think promotion is the most (or not) important part of the marketing mix?  It is possible to provide a 2 sided conclusion – by using real business examples where promotion IS and in another case IS NOT important!

34. Homework….  To what extent is PROMOTION the most important ingredient of the marketing mix?  (15 marks)  K= 3, Ap = 3 An = 4 E=5