PROMOTION JOE CHOU. WHAT IS PROMOTION? Promotion is communicating a product or service to consumers....
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Transcript of PROMOTION JOE CHOU. WHAT IS PROMOTION? Promotion is communicating a product or service to consumers....
PROMOTI
ON
J OE
CH
OU
WHAT IS PROMOTION?
Promotion is communicating a product or service to consumers.
Promotion is an element in the marketing mix.
Communication techniques aimed at informing, influence and persuading customers to buy or use a particular.
Product promotions are designed to increase sales of a product or service. Promotional tactics run the gamut - from coupons to "two-fer" sales to straight dollar markdowns or percentage discounts and simple advertising blitzes.
ADVANTAGES
Advertising:• the form of communication• Repetition means that the
message can be communication
• Can be used to build brand loyalty
PERSONAL SELLING
• uses skills and techniques for building personal relationships with another party
• High customer attention• Message is customized• Interactivity• Adaptable• Opportunity to close the sale
SALES PROMOTION
• customers may feel a sense of urgency and stop comparing the alternatives.
• Effective at achieving a quick boost to sales
• Encourages customers to trial a product or switch brands.
MERCHANDISING
• A lot of thought goes into the process.
• refers to the whole range of activities that are associated with selling a product.
• Displaying products to maximize sales
• Operates at the ‘point-of-sale’
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 customers
SPONSORSHIP
Sponsoring events that appeal to their market are likely to shape buying attitudes and help generate a positive reaction.
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?
Branding is establishing an identity for a product that distinguishes it from competitors.
WHY BRANDING
• To target segments• To aid recognition• To protect the product• To promote the product• To convey the image of the
product
5 PRODUCTS BRANDED
COCACOLA
Iphone
Lay’s
Starbucks
DELL
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
Advertising medias
PRINT MEDIA – NEWSPAPER AND MAGAZINES• Advantages:
• 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
• Advantages:• Large audience• Low cost per exposure• High impact – color, sound
and movement• Can target specific groups
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
RADIO
• Advantages:• Relatively inexpensive• Can target specific
segment• Relatively mobile• local
DISADVANTAGE:
Limited impactNo visionShort lifeListener’s attention limitedAudio wallpaperMainly local rather than
national
CINEMA
Advantages:High impactCaptive audienceCan be specifically targetedLocal audienceVisual, sound, ,movement
DISADVANTAGES:
• Limited audience• Mainly young audience• Short lived message• May only be seen once
OUTDOOR
• Advantages:• 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
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
This sow that have a great benefit in sailing produce. They also provide a lot of useful information about products. People interesting in these process because that have a lot of advantage.