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.
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.
–‘three for the price of two’ or BOGOF (buy one get one free) offers
–product placement (featuring a product in a film)
- Direct selling - This takes four main forms:
- Advertising - •The main advertising media are:
–internet and other electronic media
- 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.