Studied by 5 peoplewhy is promotion important?
tells customers about a new product
reassure and remind customers of existing products
reach a widely geographically dispersed target audience
dismiss rival products
improve or develop brand image
methods of promotion
above the line promotion
below the line promotion
above the line promotion
advertising in the media
methods of above the line promotion
television
newspapers and magazines
cinema
radio
billboard and posters
internet
television - advantages
huge audience
demonstrated use of products
creative adverts
target groups
television - disadvantages
expensive
short lived message
viewers avoid television adverts
delay between seeing adverts and shopping
newspapers and magazines - advantages
national and local reach
readers can refer back
adverts can be linked to articles and features
opportunity to target with specialist magazines
relatively cheap
newspapers and magazines - disadvantages
no movement or sound
sea of adverts
rivals' products may be advertised alongside
cinema - advantages
big impact with big screen
local and national advertising
specific age groups targeted
use of sound and movement
cinema - disadvantages
limited audience
message seen once and short lived
radio - advantages
use of sound
minority audiences targeted
cheap production
targets youngsters
radio - disadvantages
not visual
may be ignored and lack impact
can be irritating
billboard and posters - advantages
national campaigns
seen repeatedly
good for short sharp images
big impact
billboard and posters - disadvantages
vandalism
limited information
difficult to evaluate effectiveness
internet - advantages
updated regularly
users can be targeted
effectiveness can be measured
cheap
internet - disadvantages
pop-ups are irritating
technical problems
below the line promotion
promotion not involving the meida
methods of below the line promotion
sales promotions
merchandising and packaging
direct mailing
direct selling
exhibitions and trade fairs
sales promotions
incentives to encourage people to buy products
sales promotions - examples
free gifts
coupons
loyalty cards
competitions
BOGOF
money off deals
merchandising and packaging
some businesses' point of sale is that they're interesting and eye catching and encourage sales
examples of merchandising and packaging
product layout
display material
stock
product layout
strategic layout of products in a store
shoppers follow particular routes
target selling products are placed in eye-view
display material
posters and leaflets for persuasion
lighting and special effects
window displays
stock
well stocked shelves are important
direct mailing
businesses send households leaflets or letters
contain informatiom about products
email has resulted in personalisedd marketing
direct selling or personal selling
a salesperson calls potential customers hoping to sell products
features of the product can be discussed
can be irritating
exhibitions and trade fairs
businesses set up a stand and promote products
commercial buyers attent
advantages of exhibitions and trade fairs
product testing before full launch
overseas exhibitions can be used to break into foreign markets
physical demonstration
media attention
customers can speak to business personnel personally
public relations (PR)
businesses communicating with stakeholders and increasing sales by improving brand image
cheap method of promotion
deliberately seeking bad publicity raises business profile but is risky
PR methods
press release
press conference
sponsorship
donations
press release
business information presented to the media used for media content
press conference
representatives face the media and present information verbally allowing for questioning and feedback
sponsorship
companies attract publicity by linking their brands with sporting events
global projection of brand name without payment
donations
donations improve brand image and are reported in the media
methods of using technology in promotion
online targeted advertising
viral advertising
social media
e-newsletters
online targeted advertising
adverts direction at people likely to be interested
usage of browsing habits and data collected to make them personalised
tailors advertising and avoids misdirected adverts
viral advertising
strategies encouraging people to pass on e-messages about a product
potential for exponential growth by message exposure
social media
businesses target adverts effectively by using user information
advantages of using social media for promotion
relatively cheap
immediate response to developments
improved customer service
huge reach
accurate targeting
links draw traffic
e-newsletters
documents sent electronically to interested parties containing a range of content
personalised
develop customer relationship and new buying opportunities
branding
businesses aim to build a powerful brand
branding allows consumers to differentiate the business from competitors
advantages of branding
differentiates product
customer loyalty
recognition
image development
increased profit
methods of promotion strategies in different market segments
advertising
sponsorship
product trials
special offers
branding
advertising - mass markets
large businesses use TV or social media to reach large audiences
sponsorship
used in markets where image or product positioning is important
businesses also sponsor events to target attending audience
product trials
used where people are encouraged to try a product at a reduced rate before full committment
subscription pricing
special offers
price discounts are used in markets selling fast moving consumer goods
create old stock
generate quick cash flow
create interest in a new product
branding
businesses can establish their name and generate increased revenue
Note
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