Bill Gao

1. Bill Gao

2. Definition Promotion is communicating a product or service to consumers. promotion refers to a different sort of advancement. A sales promotion entails the features - via advertising and a discounted price - of a particular product or service.

3. Wide coverage 2. Can be used to build brand loyalty 3. Repetition means that the message can be communication Personal selling 1. directly promoting a product/service to a consumer in person 2.The interaction between buyer and seller builds a trust and a stronger persuasion 3. There is a high customer attention

4. Sales promotion 1. Effective at achieving a quick boost to sales 2. Encourages customers to trial a product or switch brands. 1. exhibiting products to increase sales 2. Stimulates impulsive buying 3. Assists in the promotion of advertising campaigns 4. Public relations – creating good relations with customers 5. Enables positive communication with the public and customers 6. Develops the image and reliability of a firm and its products

5. 1. Can achieve favorable publicity about the business 2. Can communicate effectively with customers and other stakeholders 3. Can build the image and reputation of the business and its products, particularly amongst customers Sponsorship 1. a firm supports another firm through payment for an event/organization/person 2. Allows for a positive image of a firm to be shown in front of customers 3. Benefits both sides of sponsorship in terms promotion and customer relations

6. Direct Marketing 1. Focus limited resources on targeted promotion 2. Can personalize the marketing message 3. Relatively easy to measure response & success 4. Easy to test different marketing message 5. Cost-effective if customer database is well managed

7. 3. Once developed, brands provide an umbrella under which many different products can be offered--providing a company tremendous economic leverage and strategic advantage in generating awareness of their offerings in the marketplace. 1. Any brand is a set of perceptions and images that represent a company, product or service. While many people refer to a brand as a logo, tag line or audio jingle, a brand is actually much larger. A brand is the essence or promise of what will be delivered or experienced. What is branding? 1. To differentiate the product 2. To aid advertising 3. To build loyalty 4. To facilitate recall 5. To communicate value of the product 6. To target segments 7. To aid recognition 8. To protect the product 9. To promote the product 10. To convey the image of the product 2. Importantly, brands enable a buyer to easily identify the offerings of a particular company. Brands are generally developed over time through: Advertisements containing consistent messaging Recommendations from friends, family members or colleagues Interactions with a company and its representatives Real-life experiences using a product or service (generally considered the most important element of establishing a brand) Why brand?

8. Interchanging Brands

9. There are seven types of advertising – informative, persuasive, reminder, reinforcement, pioneering, competitive, and defensive.

10. persuasive

11. informative

12. competitive

13. 5 Msof advertising 1. Mission : This refers to the purpose/objective behind advertising. The objectives behind advertising are varied in character.  2. Money : This refers to the finance provided for advertising purpose (advertising budget). 3. Message : Message is provided through the text of advertisement. The message is given through written words, pictures, slogans and so on. 4. Media : Media of advertising are already noted previously. The advertiser has to take decision about the media to be used for advertising purpose.  5. Measure : Measure relates to the effectiveness of advertising. An advertiser will like to make evaluation of advertisement in order to judge its effectiveness

15. Television Advantages A large audience is present as well as targeted groups A good first impression can be made through color, sound, etc. Disadvantages There is a limited amount of time for the message to be conveyed Most television advertisements are not watched Radio Advantages Can target specific groups Advertising on air is fairly low-cost Disadvantages Advertising is local, not national A good first impression is hard to make without visual effects

16. Internet Advantages – Due to the ease of recording hits, measurement of the campaign’s impacts can be assessed quickly Inexpensive and quick to load Disadvantages– Technical problems are inevitable Listings on search engines can be high-priced Cinema Advantages– All attractive affects like visual, audio, and movement are present to engage the audience The audience is captive and therefore easily impacted Disadvantages – The audience is generally young, making the impacts ineffective at times The advertisement may only be seen once

17. Outdoors Advantages – Induces impulse buying if placed in targeted areas close to shops There is a constant 24/7 coverage Disadvantages– If placed on roads they are rarely seen or comprehended by drivers who want to avoid a road hazard The message conveyed is limited in terms of size and length

18. Tv commercials