Promotion!!!!!

What is promotion?• marketing communication• involves communication about the

product the product or service• an element in the marketing mix• aimed at informing, influence and

persuading customers to buy or use a particular.

Advantages 1. Advertising

• Wide coverage• Control of message• Repetition means that the message can

be communication• Can be used to build brand loyalty

2. Personal selling• High customer attention• Message is customized• Interactivity• Persuasive impact• Potential for development of relationship• Adaptable• Opportunity to close the sale

3. Sales promotion• Effective at achieving a quick boost to sales

• Encourages customers to trial a product or switch brands.

4. Merchandising• Displaying products to maximize sales

• Operates at the ‘point-of-sale’

5. 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 customers6. Sponsorship• Sponsoring events that appeal to their market are

likely to shape buying attitudes and help generate a positive reaction.

• Promotes the 'Brand Image'

7. 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

What is branding?

• 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

• the sum of the characteristics of a product perceived by user.

Why?????????• 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

Banded product

Types of advertising

Informative – provides information

Persuasive – to encourage brand switching

Competitive – to point out differential advantages

5 Ms of advertising• Mission – objectives

• Money – to pay for the campaign

• Message – to be delivered

• Media – choice of advertising media

• Measure – measuring the impact

1.Print media – newspaper and magazinesAdvantages:• 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

2. Television

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

Advantages:• Large audience• Low cost per exposure• High impact – color,

sound and movement• Can target specific

groups

3. Radio Advantages:• Relatively

inexpensive• Can target

specific segment

• Relatively mobile

• localDisadvantage: • Limited impact• No vision• Short life• Listener’s

attention limited• Audio wallpaper• Mainly local

rather than national

4. Cinema

Advantages:• High impact• Captive audience• Can be specifically

targeted• Local audience• Visual,

sound, ,movementDisadvantages:• Limited audience• Mainly young

audience• Short lived

message• May only be seen

once

5. OutdoorAdvantages:• 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

6. 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

TV commercials

These styles are unique. These commercials show good quality and benefits of products. They also provide a lot of useful information about products. Human will be interested in these products because of these advertisements.