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Promotion

Promotion. joe chou. What is promotion ?. Promotion is communicating a product or service to consumers. Promotion is an element in the marketing mix. Communication techniques aimed at informing, influence and persuading customers to buy or use a particular .

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Promotion

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  1. Promotion joe chou

  2. What is promotion? • Promotion is communicating a product or service to consumers. • Promotion is an element in the marketing mix. • Communication techniques aimed at informing, influence and persuading customers to buy or use a particular. • Product promotions are designed to increase sales of a product or service. Promotional tactics run the gamut - from coupons to "two-fer" sales to straight dollar markdowns or percentage discounts and simple advertising blitzes.

  3. Advantages • Advertising: • the form of communication • Repetition means that the message can be communication • Can be used to build brand loyalty

  4. Personal selling • uses skills and techniques for building personal relationships with another party • High customer attention • Message is customized • Interactivity • Adaptable • Opportunity to close the sale

  5. Sales promotion • customers may feel a sense of urgency and stop comparing the alternatives. • Effective at achieving a quick boost to sales • Encourages customers to trial a product or switch brands.

  6. Merchandising • A lot of thought goes into the process. • refers to the whole range of activities that are associated with selling a product. • Displaying products to maximize sales • Operates at the ‘point-of-sale’

  7. 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

  8. Sponsorship • Sponsoring events that appeal to their market are likely to shape buying attitudes and help generate a positive reaction.

  9. 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

  10. What is branding?

  11. Branding is establishing an identity for a product that distinguishes it from competitors.

  12. WHY BRANDING • To target segments • To aid recognition • To protect the product • To promote the product • To convey the image of the product

  13. 5 products branded • COCACOLA

  14. Iphone

  15. Lay’s

  16. Starbucks

  17. dell

  18. Types of advertising • Informative – provides information • Persuasive – to encourage brand switching • Competitive – to point out differential advantages

  19. 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

  20. Advertising medias

  21. 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

  22. Disadvantages: • Short life • Low impact • Not every group reads a paper • High costs especially for national newspaper

  23. 2. Television • Advantages: • Large audience • Low cost per exposure • High impact – color, sound and movement • Can target specific groups

  24. 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

  25. Radio • Advantages: • Relatively inexpensive • Can target specific segment • Relatively mobile • local

  26. Disadvantage: • Limited impact • No vision • Short life • Listener’s attention limited • Audio wallpaper • Mainly local rather than national

  27. Cinema • Advantages: • High impact • Captive audience • Can be specifically targeted • Local audience • Visual, sound, ,movement

  28. Disadvantages: • Limited audience • Mainly young audience • Short lived message • May only be seen once

  29. Outdoor • Advantages: • Repeatedly seen • Target particular area • May encourage impulse buying if close to shops • Local media

  30. Disadvantage: • Message must be short and simple • Cannot target socio economic groups • Rarely attract full attention • Short lived • Difficult to measure effectiveness

  31. Internet • Advantages: • Cheap • Easy to set up • Easily updated • Number of hits can be monitored – useful measure of effectiveness

  32. disadvantages • Problems of connecting • Limited audience • Technical problems • Banner adverts not very effective • Search engine listing can be costly

  33. TV commercials • This sow that have a great benefit in sailing produce. They also provide a lot of useful information about products. People interesting in these process because that have a lot of advantage.

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