PROMOTION

1. PROMOTION Aiden Tait, Block C

2. What is Promotion? • Promotion is communicating a product or service to consumers. It encourages these consumers to buy the product/service through persuasion, to build a loyalty with the firm that offers this product/service, and to inform the consumer of the product/service’s benefits and therefore the need to switch brands for

3. Promotional Mix • Promotional mix is a firm’s techniques used to achieve marketing objectives • Advertising – communication of a product/service through media • The repetition of an advertisement communicates the message across of the consumer clearly • The message can covered to a wide audience • Personal selling – directly promoting a product/service to a consumer in person • The interaction between buyer and seller builds a trust and a stronger persuasion • There is a high customer attention

4. Promotional Mix • Sales promotion – strategic promotion of sales, such as coupons and free gifts, to encourage and increase purchases • Enables a rapid increase in sales • Urges customers to choose/switch brands or try a product • Merchandising – exhibiting products to increase sales • Stimulates impulsive buying • Assists in the promotion of advertising campaigns • Public relations – creating good relations with customers • Enables positive communication with the public and customers • Develops the image and reliability of a firm and its products

5. Promotional Mix • Sponsorship – a firm supports another firm through payment for an event/organisation/person • Allows for a positive image of a firm to be shown in front of customers • Benefits both sides of sponsorship in terms promotion and customer relations • Direct marketing – promotional material communicated to independent customers via email, telephone, or post • Creates a specific response in targeted customers • Creates new business and builds customer loyalty

6. What is Branding? • Branding is the formation of a firm’s identity through aspects such as image, distinctive qualities, and a name that distinguishes that firm from its competitors. It provides a means of recognition of that brand in the targeted audience’s consumer behaviour, reiterating its competitive advantage and therefore developing a higher position in the market

7. Interchanging Brands • Some brands have been established so well that as a result other brands that produce similar products are referred by the most popular brand’s name • Examples include: • The brand of Coca-Cola has been and continues to be the most popular brand of cola to the point where any form of cola is referred to as Coke. A supermarket’s no-name brand of cola, such as Safeway’s, is not affiliated with Coca-Cola in anyway and yet customers refer to it as Coke • Ray-Ban is a brand of sunglasses with a universally-recognised distinctive shape. Knock-off brands that imitate the style are therefore naturally referred to as Ray-Bans, even if the style of the knock-off is not a complete replica of the actual Ray-Ban style.

8. Interchanging Brands • The velvet tracksuits that Juicy Couture is known for are so famous that when other high-fashion brands, such as Bebeand Adidas, produce similar velvet tracksuits the style is instantly referred to and recognised as distinctly Juicy Couture. • Rollerblade’sinline skates have become the foundation name for all types of inline skates around the world. The brand’s trademark look is one that is constantly used and therefore retains the identity of a Rollerblade regardless of other inline skate names. • Ibuprofen is a common medication used to alleviate headaches and other bodily pains, the most common brand of it being Advil. Other brands of ibuprofen are called Advil because of this commonness.

9. Types of Advertising • There are seven types of advertising – informative, persuasive, reminder, reinforcement, pioneering, competitive, and defensive. • Informative • Provides information about a product to customers to gain a more credible appearance • Example: Sketcher’s “Shape Ups” are constantly advertised on television, providing information on how the rounded sole of the shoe helps the body to tighten and exercise muscles through scientific explanations

10. Types of Advertising • Persuasive • Establishing differences and therefore advantages of switching brands • Example: Dove’s “Beauty Bar” versus Ivory’s “Original Bar Soap” is an advertisement that encourages customers to buy Dove rather than Ivory because of Dove’s characteristic moisturising qualities that Ivory lacks • Pioneering • Introducing a new product with the use of celebrities/benefits/etc • Example: CoverGirl’s“LashBlast 24 HR Mascara” is a fairly new product that is endorsed by celebrity Sofia Vergara on both television and in magazines, her bold and easily remembered personality making her a perfect persuader

11. The Five M’s of Advertising • Mission • The objectives that must be met, such as communicating the information of the product/service • Money • How much money can be spent in achieving these objectives and supporting the campaign • Message • The overall message of the product/service that will be conveyed to the targeted audience and how it will be conveyed • Media • The advertising media that will be used in the campaign, such as television, radio, or social networking sites • Measurement • Calculating the results of the campaign

12. Advertising Medias • Advertising medias are medias that are used to convey an advertising campaign’s message or promotion of a product/service. These medias include television, radio, printed media such as newspapers and magazines, outdoors such as billboards, internet such as social networking sites, and cinema.

13. Types of Advertising Medias • Television • Advantages – • A large audience is present as well as targeted groups • A good first impression can be made through colour, 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

14. Types of Advertising Medias • Printed media • Advantages – • Can easily be directed to targeted audiences • Publication is frequent and more inexpensive than television • Disadvantages – • Not all members of the targeted audiences read printed media • Low impact due to lack of audio effects • 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

15. Types of Advertising Medias • 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

16. Television Commercials • In the 2010 remake of the 1995 persuasive television commercial depicting the long-standing fight between Pepsi and Coke, the two brand’s new diet options, “Pepsi Max” and “Coke Zero” are put on the spot – favouring Pepsi. This advertisement encourages customers to purchase Pepsi Max rather than Coke Zero because unlike Coke Zero’s 0.75 calories per litre, Pepsi Max has zero calories per litre. This encouragement is shown through the character portraying Coke Zero accepting the temptation to try his Pepsi enemy’s can of Pepsi Max. The constant reiteration by both characters of the Pepsi’s zero calorie quality serves as a repetition to the audience that they should choose Pepsi Max over Coke Zero as a preferred brand. This repetition is backed by the use of television as the choice of media, allowing for audio, visual, and movement aspects to create a definitive impression upon the audience.

17. Television Commercials • The use of celebrities, international role models, sports stars, and even ballerinas are aspects of the 2011 television commercial of Adidas “All Adidas – Women Edition”. The most notable celebrity present in the advertisement is Katy Perry, a globally worshipped singer that has influenced both men and women in the musical industry. Joining her are sport stars such as tennis player Caroline Wozniacki and the StaatsballettBerline ballerina crew. These women are portrayed as strong, athletic, every-day women that are confident in what they do and look good while doing – which is the precise message Adidas tries to convey in this pioneering advertisement. Empowerment of women is a subject many campaigns attempt to address, though few are successful without the use of stereotypes. Adidas takes these stereotypes and rids of them, depicting women playing sports that have been deemed as ‘masculine’, such as soccer, and showing that they’re quite capable of remaining feminine in their new Adidas sportswear while being passionate in what they do regardless of gender conventions.