Promotion

1. Fan Zhangz • Promotion

2. Promotion is one of the market mix elements. A promotional mix specifies how much attention to pay to each of the five subcategories, and how much money to budget for each. A promotional plan can have a wide range of objectives, including: sales increases, new product acceptance, creation of brand equity, positioning, competitive retaliations, or creation of a corporate image. Define promotion. What does promotion do?

3. What is promotion? It equals marketing communication. It involves communication about the product the product or service. Promotion is an element in the marketing mix. Communication techniques aimed at informing, influence and persuading customers to buy or use a particular.

4. Advantages • 2. Personal selling • High customer attention • Message is customized • Interactivity • Persuasive impact • Potential for development of relationship • Adaptable • Opportunity to close the sale • 1. Advertising • Wide coverage • Control of message • Repetition means that the message can be communication • Can be used to build brand loyalty

5. 3. Sales promotion • Effective at achieving a quick boost to sales • Encourages customers to trial a product or switch brands. • 4. Merchandising • Displaying products to maximize sales • Operates at the ‘point-of-sale’

6. 5. 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 • 6. Sponsorship • Sponsoring events that appeal to their market are likely to shape buying attitudes and help generate a positive reaction. • Promotes the 'Brand Image'

7. 7. 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

8. What is branding? Branding is establishing an identity for a product that distinguishes it from competitors. The adoption of values, image, awareness, recognition, quality, features, benefits and name for a product. A brand is the sum of the characteristics of a product perceived by user.

9. Why brand? • To differentiate the product • To aid advertising • To build loyalty • To facilitate recall • To communicate value of the product • To target segments • To aid recognition • To protect the product • To promote the product • To convey the image of the product

10. 5 products branded Pepsi-Coke Lyreco

11. Dell-Intel PC-IPad Media clip

12. Types of advertising Informative– provides information

13. Persuasive– to encourage brand switching

14. Competitive– to point out differential advantages

15. 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

16. 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

17. 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

18. 3. Radio • Disadvantage: • Limited impact • No vision • Short life • Listener’s attention limited • Audio wallpaper • Mainly local rather than national • Advantages: • Relatively inexpensive • Can target specific segment • Relatively mobile • local

19. 4. Cinema • Disadvantages: • Limited audience • Mainly young audience • Short lived message • May only be seen once • Advantages: • High impact • Captive audience • Can be specifically targeted • Local audience • Visual, sound, ,movement

20. 5. Outdoor • Disadvantage: • Message must be short and simple • Cannot target socio economic groups • Rarely attract full attention • Short lived • Difficult to measure effectiveness • Advantages: • Repeatedly seen • Target particular area • May encourage impulse buying if close to shops • Local media

21. 6. 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

22. TV commercials These styles are unique. These commercials show good quality and benefits of products. They also provide a lot of useful information about products. Human will be interested in these products because of these advertisements.