Chapter 9: Promotion as part of marketing mix

Publicity

: any activity that brings exposure to an organisation, a product or service.

Sales promotion

: includes money off coupons /vouchers, competitions, special offers and loyalty incentives.

AIDA principle

: An acronym used to assess the appropriateness of any piece of marketing communication or promotion in achieving the aim of raising awareness.

Attention

: using bold fonts /headlines to grab the readers .

Desire

: using emotive language such as beautiful, amazing, wonderful etc.

Interest

: using photographs and illustrations to create in the product.

Public relations

: This involves creating a favourable impression of an organisation.

Internet

: Travel providers have recognised the value of technology in targeting potential customers.

Point of sale

displays: Specialised form of promotion that brings products and services ads to the cutomer.

Special offer

emails or leaflets are sent on a regular basis to try and entice customers to make a return visit.

Promotion

: main role is to raise and maintain customer awareness of products and services, to inform customers of the products features, to stimulate demand and encourage sales.

Direct marketing

: when the provider makes direct contact with existing or potential customers either through the post, by email or by telephone.

Promotion

Main role is to raise and maintain customer awareness of products and services, to inform customers of the products features, to stimulate demand and encourage sales.

Advertising

Advertising is a very visible means of communicating with customers, however it is one of the most expensive forms of promotion.

Publicity

Any activity that brings exposure to an organisation, a product or service.

Point of sale displays

Specialised form of promotion that brings products and services ads to the cutomer.

Public relations

This involves creating a favorable impression of an organisation.

Direct marketing

When the provider makes direct contact with existing or potential customers either through the post, by email or by telephone.

Sales promotion

Includes money off coupons/vouchers, competitions, special offers and loyalty incentives.

Internet

Travel providers have recognised the value of technology in targeting potential customers.

Trade promotions

Raising awareness of specific products and services with other industry partners is a vital way of gaining word of mouth promotion.

AIDA principle

An acronym used to assess the appropriateness of any piece of marketing communication or promotion in achieving the aim of raising awareness.

Attention

Using bold fonts/headlines to grab the readers attention.

Interest

Using photographs and illustrations to create interest in the product.

Desire

Using emotive language such as beautiful, amazing, wonderful etc.

Action

Providing contact details such as telephone number, email address or website details so that the customer can take action to access the product.