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Explore the crucial role of advertising and promotion today, examining types, functions, techniques, and differences between the two. Learn how advertising informs and convinces, while promotion stimulates consumer action, with a focus on methods and strategies.
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Advertising and promotion Masha Tihomirova
Plan: 1.Advertising. Types and functions. 2. Promotion. Techniques anddifferences. 3. Advertising and promotion. Comparative analysis.
Nowadays advertising plays an important role in modern life and in the life of every person
Main elements of advertising : 1. Advertising is paid. 2. It is carried out with the use of mass-media or special information. 3. Advertising informs and convinces for the goods or services.
Functions of advertisements: • produce knowledge; • create preferences; • stimulate thoughts and actions about the product; • accelerate the distribution of the products; • create an awareness about products;
Figure 1. Advertising methods analysis Figure 2. Promotional components
Promotion is one of the key elements of the marketing mix, and deals with any one or two-way communication that takes place with the consumer.
Techniques and differences : • Promotions are so easy to set up; • They are well-suited to small- or medium-sized companies; • cheaper than advertising
Promotional strategy includes Segmentation Targeting Positioning Messaging Sales promotion
Advertising informs - promotion stimulates potential customers to action.
