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Marketing Mix - Promotion

Marketing Mix - Promotion. Promotion. The main objectives of promotion are To inform prospective customers of the product and the business To show the benefits of the product To persuade potential customers to buy the product To present a good image. What type of promotion?.

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Marketing Mix - Promotion

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  1. Marketing Mix - Promotion

  2. Promotion • The main objectives of promotion are • To inform prospective customers of the product and the business • To show the benefits of the product • To persuade potential customers to buy the product • To present a good image

  3. What type of promotion? • Vauxhall bring out a new car – standard model aimed at a wide audience • Asda manages to purchase a bulk amount of stock but it has a short shelf life • A new John Lewis store is planned in the middle of Deanshanger, they want to ensure they get locals support and onside with their plans. • JJB Sports wants to gain further exposure of a new trainer it has in stock. • Tesco’s have Coca Cola on BOGOF

  4. Group Carousel • Find out about your type of promotion – using 5 points on the board • 20 mins – then move to the next group and tell them all about your type of promotion – do this 3 times! • Everyone needs to write something down for each one.

  5. Advertising Reaches Many Buyers, Expressive Impersonal Personal Selling Personal Interaction, Builds Relationships Costly Promotional Mix Sales Promotion Provides Strong Incentives to Buy Short-Lived Public Relations Believable, Effective, Economical Underused by Many Companies Direct Marketing Junk Mail, Mail shots, Pop Ups

  6. Promotion • Other objectives may include • To increase market share • To enter a new market or market segment • To extend the life of a product • To launch a new product into a market • The success of a promotional campaign must be measured against these objectives

  7. Types of promotion • Above the line: using external media such as television, newspaper and magazine advertising • Below the line: methods that do not use external media

  8. Media based advertising: TV, Magazines, Radio, Websites, etc. A fee is usually paid to a external (advertising) agency ‘Above-the-Line’ Promotion Non-media advertising: Sponsoring, Trade Fairs, Press Release, Sales Promotion ‘Below-the-Line’ “An immediate or delayed incentive to purchase, expressed in cash or in kind, and having only a short term or temporary duration”. Davidson, 1999

  9. Methods of promotion 1 • Price reductions, special offers and free gifts • Free samples • Competitions • Brochures and catalogues • Point of sale • Internet based using a web site and e-mail • After sales

  10. Advertising • Advertising should be targeted using • Television: expensive and wide coverage • Radio: cheaper and smaller audience; no visual stimulus • Cinema: local audience • Newspapers and magazines: can be expensive but more specialised; if kept can be long lasting • Posters: cheaper; have impact but may be ignored; little opportunity for targeting • Leaflets: delivered to peoples homes or distributed in the street; cheap but little opportunity for targeting

  11. Public relations • Public relations • Press releases and news stories released to the press can provide cheap promotion that can be targeted by using trade press • Sponsorship of events and television programmes bring the product or business to peoples’ awareness but can be expensive • Endorsement by celebrities associates the product with the celebrity

  12. Friday Lesson • Independent Study https://folders.kingsbrook.northants.sch.uk Need – Username and password (network) Open Learning Resource Folder AS & A2 Resources – Above the Line.doc. t.brittain@kingsbrook.northants.sch.uk - Reports

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