Intro to Adv 2019 - Session 2

1. Introduction to Advertising Topic 2 advertising and promotional mix

2. Promotion Definition “Promotion is element of the marketing mix that provide information and communicate persuasively to the target audience about a brand to attract the target audience to consume the brand”

3. Marketing  Promotional Mix

4. Advertising Definition (1/2) "Advertising is the non personal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsorsthrough the various media.” ~ Bovee, 1992 ~

5. Advertising Definition (2/2) "Advertising is a paid form of persuasive communication that uses mass and interactive media to reach broad audiences in order to connect an identified sponsor with buyers (a target audience), provide information about products (goods, services and ideas) and interpret the product features in terms of the customer’s needs and wants” ~ Moriarty; Mitchell; Wells, 2012 ~

6. Public Relations “Public relations is about reputation – the result of what you do, what you sayand what others say about you” ~ The Chartered Institute of Marketing ~

7. Sales Promotions "Sales promotion is a range of tactical marketing techniques designed within a strategic framework to add value to a product or service in order to achieve specific sales and marketing objective” ~ The Institute of Sales Promotion ~

8. Sales Promotions • Marketing activities intended to stimulate quick buyer action by offering extra benefits to customer • Commonly used to obtain an increase in sales short term. Could involve using money off coupons or special offers, contest, trade show, in-store displays, rebates, samples, and discounts

9. Direct (Response) Marketing Direct-response marketing is selling goods or services without shops and usually without personal salespeople, direct to customers in response to orders generated by direct mail shots, leaflets, catalogues, telephone calls and printed or broadcast advertisements. Direct Mail is the sending of publicity material to a named person within an organization

10. Personal Selling “Selling a product service one to one” “Personal communication of information to persuade somebody to buy something”

11. Personal Selling • Salespersons are assigned and trained to promote product and services directly to customers. • Salespersons can range from someone who merely takes sale orders to people who provide expertise in finding solution to customers’ problems.

12. Promotional Mix

13. Other Promotional Tools

14. Packaging • Packaging is all activities of designing and producing the container or wrapper for a product • Not only for wrapping products, but for attract attention when displayed in retail outlet

15. Packaging • In addition to the above, the pack has become the final means of communicating brand benefits. The pack can also be used to inform promotion activities • The elements in the pack design such as shape, size, color, brand name and type face reflects brand identity and brand image as established by advertising

16. Event & Sponsorship “Sponsorship is the giving of monetary or other support to a beneficiary in order to make that beneficiary viable, sometimes for altruistic reasons” Sponsorship may not have a direct effect on sales but it creates a climate of goodwill where the corporate or brand image is associated with benefiting sports, cultural and other worthwhile activities, players and performers.