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Promotion

Promotion. Esther Lee. Definition of Promotion. Promotion is marketing communication. The communication aims to inform, influence and persuade customers to buy or use a particular product.

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Promotion

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  1. Promotion Esther Lee

  2. Definition of Promotion • Promotion is marketing communication. • The communication aims to inform, influence and persuade customers to buy or use a particular product. • Promotion increases sales, attract new customers, encourage customer loyalty, encourage trial, reassure new customers and many more. • It is an element of the marketing mix.

  3. Advantages • Advertising : It covers a wide audience, controls the messages and can build brand loyalty. • Personal selling: It catches customers’ attention, customizes messages and interact with the customers. • Sales promotion: It helps to achieve a quick boost to sales and encourages customers to trial a product or switch brand.

  4. Advantages • Merchandising: It maximizes the effectiveness of retail distribution. • Public relations: It aims at achieving favorable publicity about the business, building the image and reputation of business or products and communicating effectively with customers. • Sponsorship: It is a specialized form of public relations. It should benefit both sides, the company sponsoring and the company sponsored.

  5. Advantages • Direct marketing: It focuses limited resources on targeted promotion, personalize the marketing message and easily measure responses and successes.

  6. Branding • Branding is adoption of values, image, awareness, recognition, quality and name of a product. The company uses branding as a means of sustaining competitive advantages. Branding encompasses the intangible values created by a badge of reassurance. • Branding is establishing an identity for a product that distinguishes itself from competitors (differentiating product from competition)

  7. Examples of Successful Branding • Disney: cartoons, tourism, real estate and games • LEGO: plastic toy bricks • DVD: any disks that play movies or have files in them. • Kleenex: whenever we look for tissues, we call it Kleenex. • FedEx: delivery

  8. Types of Advertising • Informative advertisementexplains how a product works, constructs an image for the brand, informs potential customers of services offered and corrects mistaken impressions. An example is GM’s advertisement.

  9. Types of Advertising • In competitive advertising, a company points out its company’s differentiable advantages or put down the competition to get ahead of the game.

  10. Types of Advertising • Persuasive advertisement encourages people to switch from the brand they are currently using to its company’s brand.

  11. The 5 M’s • Mission: advertising objectives • Money: paying for the campaign • Message: delivered message to consumers • Media: which media is chosen for advertising • Measure: measuring the impact of advertising

  12. 6 Main Advertising Medias • Print media (Newspaper & magazines) • Advantages: frequently printed, widely read and has an access to local, regionaland national areas. • Disadvantages: Short life and is outdated • Television • Advantages: specific group can be targeted, large audience • Disadvantages: limited time space and high cost • Radio • Advantages: inexpensive and relatively mobile • Disadvantages: limited attention (no vision), local

  13. 6 Main Advertising Medias • Cinema • Advantages: attracts large audience and specific target • Disadvantages: limited audience and often only be seen once • Outdoors (billboards) • Advantages: seen multiple times, targets particular area • Disadvantages: potential traffic hazard, too short messages • Internet • Advantages: cheap, easy to update • Disadvantages: Limited audience, technical problems

  14. YouTube Videos MAC Commercial There are two characters, a Mac and a PC, in this commercial. These two characters is having a conversation. This video is effective because it is entertaining, funny and shows Mac’s superiority. This commercial shows that the Mac pokes fun at what is true of PC computer. House Hippo Commercial This commercial attracts people’s attention with this little hippo running around the house and his cuteness. This is a good commercial because it expresses a strong message – Don’t believe what you see on the television – and appeals to audiences.

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