Day5

1. Day5 The Promotion

2. Promotion Promotion is the way in which a business makes its products known to the customers, both current and potential ,and persuades them to buy. It is a common mistake to believe that promotion is all about advertising.  It isn’t. There are a variety of approaches that a business can take to get their message across to customers, although advertising is certainly an important one. Shortly, promotional activities have a variety of aims: • To inform current and potential customers about the existence of products • To explain the benefits of using the product • To persuade customers to buy the product • To help differentiate a product from the competition • To develop and sustain a brand Sponsorships, coupons, in store personal selling, TV advertisingare some typical forms of promotion. Can you match them with the above goals?

3. Main aims of promotion The way in which promotion is targeted is traditionally split into two types: Above the line promotion –communication in the independent media e.g. advertising on TV or in the newspapers.  Though it can be targeted, it could be seen by anyone outside the target audience.  Advertising is the main method of above-the-line promotion. It can be informative or emotional and therefore have a specific language (compact, fast, high tech, easy, practical, convenient, rigid, beautiful, inspiring, genuine, delicious, comfortable, classy, sophisticated, user-friendly, original, modern, superb, stylish, cool ,hip , flexible,…) Below the line promotion – promotional activities where the business has direct control e.g. sales promotions.  It is aimed directly at the target audience.

4. What is Advertising? Advertising presents or promotes the product to the target audience through a variety of media such as TV, radio, cinema, online and magazines to encourage them to buy. The problem with advertising is that consumers are bombarded with messages every day.  How can a business cut through the advertising noise and get a message across effectively?  And how can a business measure the effectiveness of an advertising campaign? Who are the top spenders? Why?

5. The art of advertising Does Advertising Work? Advertising works best and costs the least when you pay attention to : Planning, Preparation, and Persistence.

6. Planning: Budget, Media, Content What can you afford? Many companies allocate as much as 5-10 percent of their income to advertising, others much less. Advertising takes time to have an impact and can be hard to measure initially, but as you plan your budget, consider the impact ofnot advertising. Who is your competition? This will help to come up with a theme for your ad that reflects your message but also your brand identity, and to reinforce the most important reason to buy from you. Who is your audience? This will be the focus of your ads and media choises . • Traditional Media TM are: TV , radio, Newspapers, Magazines, Outdoor Media (Billboards, lamposts , Busses, Taxis..) • New Media NM include events , guerrilla mkg (sampling ,give aways ..) social media

7. Planning: Budget, Media, Content Media Planning must consider the available resources but also the nature of the product and the potential of the media. Traditional Media TV: LARGE AUDIENCE, LOTS OF DISPERSION, VERY EXPENSIVE, VISUAL/AUDIO BASED, TRIGGERS EMOTIONS, SHORT TERMED, TESTIMONIALS, WORK OF ART RADIO: MEDIUM AUDIENCE ,POSSIBILITY TO TARGET, NO VISUAL, ANNOYING, SOME ARE MEMORABLE, LOW BUDGET , EASY MESSAGE NEWSPAPERS: LARGE AUDIENCE, POSSIBILITY TO TARGET, READING FOCUS, EXPENSIVE, STAYS ON BILLBOARDS: FAST , CONCISE MESSAGE, GOES LOCALLY, XL OUTDOOR: SELF ASSERTIVE, VERY VISIBLE, PRESTIGIOUS, GOOD FOR BRANDING , XL EXPENSES New Media This are often included in a mix of media planning and include some traditional media to convey the message. THEY PROVOKE SURPRISE, EMOTIONS, AND ESTABLISH A STRONGER RELATION WITH THE AUDIENCE. THEY TRIGGER SOCIAL NETWORKING DYNAMICS , AND A LOT OF BUZZING.

8. Persistence Lastly, a message needs to be persistent and consistent. Presenting your company’s image and sales message repeatedly will eventually build awareness and a distinctive identity for your business. Ads become more effective over time –the longer they run, using consistent branding, the chances of more consumers seeing them goes up. This long-term approach triggers recognition . Think of e commerce. You have a person visiting your website. They have read your copy read a few articles, and are interested in the offer. For a lot of people it's "close the sale”. But It is just "whetting the appetite.” The effectiveness is in the part of your plan that takes people beyond their first step and nurters them along into their buying decision So, along with the ads you must set up several strategic steps to follow up with. There are several reasons that people don't buy on the first barrage of ads. Don't have the money, the time, or don't feel comfortable with it yet. So, hit them again. Design another advertising plan, specifically for this group of subscribers. It's the most important part of your long term advertising campaign.. Establishing a relationship in this sense means that your plan must never stop.

9. The Advertising Agency Sometimes a business will employ an advertising agency to deal with its needs.  An agency plans, organises and produces advertising campaigns for other businesses.  The advantage of an agency managing the campaign is that it has the expertise a business may not have. Companies try to come up with compelling ads. Some agenciess worked to make the brand messages so enjoyable that consumers might see them as entertainment instead of an intrusion. Slogans play a consistent role in that as they’re are the best marketing tool in a marketer’s tool box. A memorable slogan is like a good song. Most people don’t forget something catchy. CREATIVE ROLES: These are highly skilled job functions which require outstanding creativity skills. such as graphic designer, illustrator, art director, copywriters. BUSINESS DEVELOPMENT / ACCOUNT MANAGEMENT ROLES: These roles require a strong people skills, good sales skills, negotiation skills, listening and organising skills, plus the ability to learn quickly and to be able to translate ideas between client and creative teams, effortlessly (Account). OTHER ROLES include the media buyer, or specific roles such as in TV advertising production, camera operators, directors of photography etc

10. Sales promotion There are many methods of sales promotion, including: Money off coupons – customers receive coupons, or cut coupons out of newspapers or a products packaging that enables them to buy the product next time at a reduced price Competitions– buying the product will allow the customer to take part in a chance to win a prize Free gifts – a free product when buy another product Point of sale materials – e.g. posters, display stands – ways of presenting the product in its best way or show the customer that the product is there. Loyalty cards –where customers earn points for buying certain goods or shopping at certain retailers – that can later be exchanged for goods or other offers Loyalty cards have recently become an important form of sales promotion.  They also provide information about the shopping habits of customers– where do they shop, when and what do they buy?  This is very valuable marketing research and can be used in the planning process for new and existing products. There are some problems related to sales promotion though: • Sales effect may only be short-term • Customers may come to expect or anticipate further promotions • It may damage brand image

11. Now ..Hands on! Now think of : 1) Chanel 5 Adv. (Brad Pitt) It turned out that it is a far too complicated/complex message for people to understand. It’s boring and it doesn’t give any emotion nor extra values to the brand. 2) Mulino Bianco Adv (A. Banderas) It turned out that it is too naïve/ridiculous/unrealistic message for people. It’s boring and it doesn’t give any emotion nor extra values to the brand. What is the target? So what is the best way to reach it? Which ideas would you bring to the new campaign? Work in team of 5 , as a advertising agency unit, and give yourselves the roles of: • Client (you must tell the problems your brand has and the goals you want to reach) • Account (you must gather all the requests from your client and coordinate the staff to find a successful campaign /media where to advertise), you must also come up with a follow up plan • media planner (you must decide which media you will use and how to split your media mix among the different medias • Art (you must think of a concept) • Copywriter (you must think of a catchy pay-off and headline for the campaign Now work closely and design to your campaign: there must be a concept, a pay off and a media strategy