-it equals marketing communication. -it involves communication about the product the product or...
TRANSCRIPT
![Page 1: -It equals marketing communication. -It involves communication about the product the product or service. -Promotion is an element in the marketing mix](https://reader036.vdocuments.mx/reader036/viewer/2022062804/56649f535503460f94c77f05/html5/thumbnails/1.jpg)
Promotion
![Page 2: -It equals marketing communication. -It involves communication about the product the product or service. -Promotion is an element in the marketing mix](https://reader036.vdocuments.mx/reader036/viewer/2022062804/56649f535503460f94c77f05/html5/thumbnails/2.jpg)
What is promotion?-It equals marketing communication.
-It involves communication about the product the product or service.
-Promotion is an element in the marketing mix.
-Communication techniques aimed at informing, influence and persuading customers to buy or use a particular.
![Page 3: -It equals marketing communication. -It involves communication about the product the product or service. -Promotion is an element in the marketing mix](https://reader036.vdocuments.mx/reader036/viewer/2022062804/56649f535503460f94c77f05/html5/thumbnails/3.jpg)
Advantages 1. Advertising
1.Wide coverage
2.Control of
message3.Repetition means
that the message
can be communication
4.Can be used to
build brand loyalty
2. Personal selling
1.High customer
attention
2.Message is
customized
3.Interactivity
4.Persuasive impact
5.Potential for
development of
relationship
6.Adaptable
![Page 4: -It equals marketing communication. -It involves communication about the product the product or service. -Promotion is an element in the marketing mix](https://reader036.vdocuments.mx/reader036/viewer/2022062804/56649f535503460f94c77f05/html5/thumbnails/4.jpg)
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.
![Page 5: -It equals marketing communication. -It involves communication about the product the product or service. -Promotion is an element in the marketing mix](https://reader036.vdocuments.mx/reader036/viewer/2022062804/56649f535503460f94c77f05/html5/thumbnails/5.jpg)
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.
![Page 6: -It equals marketing communication. -It involves communication about the product the product or service. -Promotion is an element in the marketing mix](https://reader036.vdocuments.mx/reader036/viewer/2022062804/56649f535503460f94c77f05/html5/thumbnails/6.jpg)
7. Direct Marketing-Focus limited resources on targeted promotion
-Can personalize the marketing message
-Relatively easy to measure response & success
-Easy to test different marketing message
-Cost-effective if customer database is well managed
![Page 7: -It equals marketing communication. -It involves communication about the product the product or service. -Promotion is an element in the marketing mix](https://reader036.vdocuments.mx/reader036/viewer/2022062804/56649f535503460f94c77f05/html5/thumbnails/7.jpg)
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.
![Page 8: -It equals marketing communication. -It involves communication about the product the product or service. -Promotion is an element in the marketing mix](https://reader036.vdocuments.mx/reader036/viewer/2022062804/56649f535503460f94c77f05/html5/thumbnails/8.jpg)
Why brand?-To differentiate the product-To aid advertising-To build loyalty-To facilitate recall-To communicate value of the product-To aid recognition-To protect the product-To convey the image of the product
![Page 9: -It equals marketing communication. -It involves communication about the product the product or service. -Promotion is an element in the marketing mix](https://reader036.vdocuments.mx/reader036/viewer/2022062804/56649f535503460f94c77f05/html5/thumbnails/9.jpg)
5 products brandedNike-Adidas
Apple
![Page 10: -It equals marketing communication. -It involves communication about the product the product or service. -Promotion is an element in the marketing mix](https://reader036.vdocuments.mx/reader036/viewer/2022062804/56649f535503460f94c77f05/html5/thumbnails/10.jpg)
HP
World cup ball
Ipad
![Page 11: -It equals marketing communication. -It involves communication about the product the product or service. -Promotion is an element in the marketing mix](https://reader036.vdocuments.mx/reader036/viewer/2022062804/56649f535503460f94c77f05/html5/thumbnails/11.jpg)
Types of advertising
Informative – provides information
![Page 12: -It equals marketing communication. -It involves communication about the product the product or service. -Promotion is an element in the marketing mix](https://reader036.vdocuments.mx/reader036/viewer/2022062804/56649f535503460f94c77f05/html5/thumbnails/12.jpg)
Persuasive – to encourage brand switching
![Page 13: -It equals marketing communication. -It involves communication about the product the product or service. -Promotion is an element in the marketing mix](https://reader036.vdocuments.mx/reader036/viewer/2022062804/56649f535503460f94c77f05/html5/thumbnails/13.jpg)
Competitive – to point out differential advantages
![Page 14: -It equals marketing communication. -It involves communication about the product the product or service. -Promotion is an element in the marketing mix](https://reader036.vdocuments.mx/reader036/viewer/2022062804/56649f535503460f94c77f05/html5/thumbnails/14.jpg)
The 5 M of advertising1.Mission – objectives
2.Money – to pay for the campaign
3.Message – to be delivered
4.Media – choice of advertising media
5.Measure – measuring the impact
![Page 15: -It equals marketing communication. -It involves communication about the product the product or service. -Promotion is an element in the marketing mix](https://reader036.vdocuments.mx/reader036/viewer/2022062804/56649f535503460f94c77f05/html5/thumbnails/15.jpg)
1.Print media – newspaper and magazinesAdvantages:
-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
![Page 16: -It equals marketing communication. -It involves communication about the product the product or service. -Promotion is an element in the marketing mix](https://reader036.vdocuments.mx/reader036/viewer/2022062804/56649f535503460f94c77f05/html5/thumbnails/16.jpg)
2. Television Advantages:
1.Large audience
2.Low cost per exposure
3.High impact – color, sound and movement
4.Can target specific groups
Disadvantage:
1.Very high overall cost
2.Limited prime time space
3.Short-lived
4.May not be watched – visual wallpaper
5.Proliferation of channels
6.Reduces audience
7.Conveys only a limited message
![Page 17: -It equals marketing communication. -It involves communication about the product the product or service. -Promotion is an element in the marketing mix](https://reader036.vdocuments.mx/reader036/viewer/2022062804/56649f535503460f94c77f05/html5/thumbnails/17.jpg)
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
![Page 18: -It equals marketing communication. -It involves communication about the product the product or service. -Promotion is an element in the marketing mix](https://reader036.vdocuments.mx/reader036/viewer/2022062804/56649f535503460f94c77f05/html5/thumbnails/18.jpg)
4. Cinema
Advantages:
1.High impact
2.Captive audience
3.Can be specifically targeted
4.Local audience
5.Visual, sound, ,movement
Disadvantages:
1.Limited audience
2.Mainly young audience
3.Short lived message
4.May only be seen once
![Page 19: -It equals marketing communication. -It involves communication about the product the product or service. -Promotion is an element in the marketing mix](https://reader036.vdocuments.mx/reader036/viewer/2022062804/56649f535503460f94c77f05/html5/thumbnails/19.jpg)
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
![Page 20: -It equals marketing communication. -It involves communication about the product the product or service. -Promotion is an element in the marketing mix](https://reader036.vdocuments.mx/reader036/viewer/2022062804/56649f535503460f94c77f05/html5/thumbnails/20.jpg)
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