Chapter 9: Promotion as part of marketing mix

• 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.
• Methods of promotion used:

1. Advertising: advertising is a very v$isible means of communicating with customers$, however it is one of the most expensive forms of promotion. it can be inform of broadcast media such as TV, radio and cinema or print media such as newspapers, magazines and leaflets or display media such as billboards, posters and signs.
2. Publicity: any activity that $brings exposure$ to an organisation, a product or service. It can be in forms of sponsorship or public relations.
3. Point of sale displays: Specialised form of promotion that $brings products and services ads to the customer$. Example, advertising local tours through display stands in hotels.
4. Public relations: This involves $creating a favorable impression of an organisation$. examples of public relations activities include, using press releases, attending trade fairs or organising familiarisation trips with representatives.
5. Direct marketing: when the provider makes $direct contact with existing or potential customers$ either through the post, by email or by telephone. This form of promotion enables organisations to target specific customers and market segments. Special offer emails or leaflets are sent on a regular basis to try and entice customers to make a return visit.
6. Sales promotion: includes money off coupons/vouchers, competitions, special offers and loyalty incentives.
7. Internet: Travel providers have recognised the value of technology in targeting potential customers. So they use Internet to reach a wide customer base and promote their product and service quickly and cheaply.
8. Trade promotions: Raising awareness of specific products and services with other industry partners is a vital way of gaining word of mouth promotion. Attending a $trade fair/show$ raises the profile of all participating organistaions.

• Stages of a promotional campaign:

1. Choosing an audience.
2. Establishing the message.
3. Selecting the appropriate media.
4. Setting the time of the campaign.
5. Agreeing the advertising budget.
6. Measuring the results.

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

1. Attention: using $bold fonts/headlines$ to grab the readers attention.
2. Interest: $using photographs and illustrations$ to create interest in the product. Clear pricing information.
3. Desire: $using emotive language$ such as beautiful, amazing, wonderful etc. to make customers want to be there
4. Action: $providing contact details$ such as telephone number, email address or website details so that the customer can take action to access the product.

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