Promotions

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Promotion: The process of communicating with the customers.

Informative Promotion: is intended to increase consumer awareness of the product and its features.

Persuasive Promotion: is intended to encourage consumers to purchase the product, usually through messages that emphasise its desirability.

Advertising: The process of communicating with potential customers through specific media, such as using television and newspapers.

AIDA:

  • Attention
  • Interest
  • Desire
  • Action

Promotional Mix: The coordination of the various methods of promotion in order to achieve overall marketing targets.

Different types of promotion:

  • Public relations (PR) - PR involves gaining favourable publicity through the media.
  • Branding - Branding is the process of differentiating a product or service from its competitors through the name, sign, symbol, design or slogan linked to that product.
  • Merchandising - Merchandising describes methods of persuading consumers to take action at the ‘point of sale’ (PoS).
  • Sales promotions - These are short-term incentives used to persuade consumers to purchase.

–competitions
–free offers
–coupons
–‘three for the price of two’ or BOGOF (buy one get one free) offers
–introductory offers
–product placement (featuring a product in a film)
–credit terms

  • Direct selling - This takes four main forms:

–direct mail
–telephone
–door-to-door drops
–personal selling

  • Advertising - •The main advertising media are:

–television
–radio
–cinema
–national newspapers
–posters
–magazines
–internet and other electronic media
–regional newspapers

  • Sponsorship - Sponsorship means giving financial assistance to an individual, event or organisation.
  • Trade fairs and exhibitions - Most exhibitions and trade fairs are used for business-to-business marketing.

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