PROMOTION

By:GeethSidharthMominaJaffrin

Factors affecting Promotional Strategies

How the Target Market

affects Promotional strategies

AIDA Model

Advertising

Public Relation

s Direct Marketing

Sales Promotio

n

Personal Selling

Promotional MediumsPromotional mediums are different things that are used by the business in order to

make their brand name more renown and to promote their product.Few examples include:

NewspapersInternet

TV

Advantages and Disadvantages of Promotion

Advantages:

•It emphasizes the positive points of a product.•Stimulates interest and desire on the product.•Gains competitive advantage•Promotes brand image

Disadvantages:

•Can be expensive•Customers may view the product in a negative way.•Time consuming•It can be worthless and costly if it was advertised through the wrong medium

AIDA ModelThe AIDA model can be used to analyse a piece of promotional material to assess how effective it is in achieving its general aim of raising awareness.

ATTENTION bringing the

product to the attention of the

customer

INTEREST stimulating the interest of the target market by showing positive brand

image

DESIRE provoking desire

within the customer for the product

ACTIONSatisfy the customer’s appetite sufficiently to motivate them to take action in acquiring the

product

Factors contributing to effective promotional

material

Timing – ensuring that sufficient notice is given to enable customers to access products and services as they become available. Customers may lose interest if advertising is done way before than the date of the products release.

These are few factors to consider:

Costs – marketing is an expensive activity and advertisements are especially draining on an organisation’s limited budget.Recognition of target market segments and appropriate media forms- ensuring that the right people see the advertisements or other promotional material.

Brand image – setting an appropriate tone and atmosphere to encourage the right people to respond.

Why pr

omote

your

produc

t??

New ideas can be generated!!

Keeps customer aware of the product

Gain competitive advantage!!

Popularity

YOUR SHARE OF THE MARKET

YOU IN THE MARKET