Promotion: is where marketing activities aim to raise awareness of a product or brand, generating scales and helping to create brand loyalty
Promotion is essential when a brand image, especially for consumer goods, is being created for products, it includes the following:
Advertisement: 'above-the-line' promotions.
Examples : advertising on television, via the internet/ social media, in newspaper and magazines
Sale promotion: 'below-the-line' promotions. Often used for short periods of time
Examples : giving money-off coupons, free gifts, product placements in tv programmes, newly released films
The aims of promotion:
To increase sales
To improve company image
To introduce new products on to the market
To inform people about particular issues, often use by government
To create brand image
To compete with competitor's products
Different types of advertising:
Advertising : paid for communication with potential customers about product to encourage them to buy it
Informative advertising : where the emphasis of advertising or sale promotion is to give full information about the product
Persuasive advertising : advertising or promotion which is trying to persuade the consumer that they really need the product and should buy it
The advertising process:
Set objectives : decide the purpose of the advertising
Decide the advertising budget : how much to spend on advertising?
Create an advertising campaign : what sort of advertising to run?
Select the media to use : target audience will determine the most suitable forms
Evaluate the effectiveness of the campaign : have sales increased?
Types of advertising media:
1. Television
Advantages:
Will go out to millions of people
The product can be shown in a very favourable way, make it more attractive
Can reach the biggest number of consumer
Can reach the target audience
Disadvantages:
Expensive
Young consumer may not watch TV programme
2. Radio
Advantages:
Cheaper than television
Large audience
Often uses a memorable song or tune so that the advert will be remember
Disadvantages:
Cannot put across a visual message
Expensive
Customer cannot look back
Not as wide
3. Newspaper
Advantages:
Bought buy particular customer
Large number of people purchase
Cheaper
Permanent and can be cut out
Lots of information can be put on
Disadvantages:
Not very catchy
Young people do not read newspaper
4. Magazine
Advantages:
Read by a specific type of person or business
In colour therefore can look more attractive
Disadvantages:
Only published once a month or one a week
Expensive
5. Posters/billboards
Advantages:
Permanent
Cheap
Seen by everyone who passes by
Disadvantages:
Easily be missed
No detailed information
6. Cinema,DVD and Blu-ray Disc
Advantages:
Visual image can be show in positive way
Low cost
effective if the target audience goes to see particular film
Disadvantages:
Seen by limited number of people who go to watch the film or DVD or Blu-ray Disc
7. Leaflets
Advantages:
Cheap
Given out to a wide range of people
Direct mail
Sometime contain money off voucher
Permanent
Disadvantages:
May not be read
Junk mails
8.Internet
Advantages:
Large amount of information can be placed
Vast number of people at home and aboard can see
Order can make instantly via internet
Cheap
Disadvantages:
Internet search may not highlight the website
Internet can be limited
Lots of competition
Security issues
Sale promotions: incentives such as offers or special deals aimed at consumers to achieve short term increase in sales
Types of sale promotion
After-sales service : if anything go wrong with the product, they will repair it without additional charge.
Gifts : sometimes small gift are placed in the packaging of a product
BOGOF : buy one get one free
Price reduction: reduced prices in the shop at specific times of the year
Competition: packaging of a product may include an entry form. the prize may be an expensive item
Point of sale displays and demonstration: place where the product is being sold
Free samples: encourage customer to try on the product and hopefully buy it
Product placement: when branded goods and services are feature in television programme
The advantages of sales promotion:
Can promote sales at times in the year when sales are traditionally low
Encourage new customer to try existing products
Encourage customer to try new products
Encourage customer to buy products more often
Encourage customer to buy more products instead of others
Marketing budget – Financial plan for marketing of a product for a specific amount of time.
Which type of promotion to use?
Stage of product life cycle
The culture issues involve in international market
Nature of the product itself
Nature of the target market
Public relations/ sponsorship : Strategies used to promote a good image for the business. (e.g. Sponsoring activities such as sports or charity events.
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