Promotion

May Hu

What is promotion?

It is equal to the marketing communications. It relates to the products or services of the communications products.Promotion is an element of the marketing mix.Aims to promote, influence and convince customers to buy or use a specific communication technology.

Advantages

1. Advertising• Wide coverage• Control of

message• Repetition

means that the message can be communication

• Can be used to build brand loyalty

2. Personal selling• High customer

attention• Message is

customized• Interactivity• Persuasive impact• Potential for

development of relationship

• Adaptable• Opportunity to close

the sale

3. Sales promotion

• Effective at achieving a quick boost to sales

• Encourages customers to trial a product or switch brands.

4. Merchandising• Displaying products

to maximize sales

• Operates at the ‘point-of-sale’

5. Public relations• Can achieve

favorable publicity about the business

• Can communicate effectively with customers and other stakeholders

• Can build the image and reputation of the business and its products, particularly amongst customers

6. Sponsorship• Sponsoring

events that appeal to their market are likely to shape buying attitudes and help generate a positive reaction.

• Promotes the 'Brand Image

7. Direct Marketing• Concentrate its limited resources, targeted

publicity• You can personalize the marketing message• Relatively easy to measure the response and

success• Easy to test different marketing messages• Cost-effective, customer database management

What is branding? Branding is establishing an identity for a product that distinguishes it from competitors.The adoption of values, image, awareness, recognition, quality, features, benefits and name for a product.A brand is the sum of the characteristics of a product perceived by user.

Why brand?• To differentiate the product• To aid advertising• To build loyalty• To facilitate recall• To communicate value of the

product• To target segments• To aid recognition• To protect the product• To promote the product• To convey the image of the

product

5 products brandedPepsi&Coke

Chanel

MacBook

PlayStation 3

IPad

Competitive – to point out differential advantages

5 Ms of advertising

• Mission – objectives

• Message – to be delivered

• Media – choice of advertising media

• Measure – measuring the impact

• Money – to pay for the campaign

1.Print media – newspaper and magazines

Advantages:• Widely read• Short lead time• Local. Regional and

national papers available

• Color printing adds to impact

• Inexpensive compared to television

Disadvantages:• Short life • Low impact• Not every group

reads a paper• High costs

especially for national newspaper

3. Radio Advantages:• Relatively

inexpensive• Can target

specific segment

• Relatively mobile

• local

Disadvantage: • Limited impact• No vision• Short life• Listener’s

attention limited• Audio wallpaper• Mainly local

rather than national

2. Television Advantage & Disadvantages

Advantages:• Large audience• Low cost per exposure• High impact – color,

sound and movement• Can target specific

groups

Disadvantage:• Very high overall cost• Limited prime time

space• Short-lived• May not be watched –

visual wallpaper• Proliferation of

channels• Reduces audience• Conveys only a

limited message

4. Cinema

Advantages:• High impact• Captive audience• Can be specifically

targeted• Local audience• Visual,

sound, ,movement

Disadvantages:• Limited audience• Mainly young

audience• Short lived

message• May only be seen

once

5. Outdoor

Advantages:• Repeatedly seen• Target particular

area• May encourage

impulse buying if close to shops

• Local media

Disadvantage:• Message must be

short and simple• Cannot target

socio economic groups

• Rarely attract full attention

• Short lived• Difficult to

measure effectiveness

6. Internet

Advantages:• Cheap• Easy to set up• Easily updated• Number of hits

can be monitored – useful measure of effectiveness

Disadvantages:• Problems of

connecting• Limited audience• Technical problems• Banner adverts not

very effective• Search engine listing

can be costly

TV commercials

TV styles are unique. This commercials show good quality and benefits of products. They also provide a lot of useful information about products. People will be interested in these products because of these advertisements. It also show how delicious the cereals are.