Transcript Theory on Branding - The Eastwood Academy

Theory on
Marketing
For Lesson 21
Promotion
 http://www.thinkbox.tv/server/show/nav.1250
Promotion
 TV asked a panel of 8000 viewers to vote for their
favourite ads of the last ten years. From dancing
eyebrows and talking meerkats, to a car made of cake
and the world’s longest waterslide, these are some of
the TV ads that made us smile, think and want more.
 Promotion is all about communication. ‘Promotion is
how marketers communicate with their target markets
that include existing customers and prospective
customers’.
Promotional
Mix
 Promotional Mix is the process and variety of
promotional methods used to communicate information
about a product, service and product offering.
 Reasons for promotion
 ‘Promotion can build or destroy a brand, it can change
attitudes, and it can influence the view that society as a
whole has of the company and its products.’
 Advertising
 Sales Promotion
Methods of
Promotion
 Personal Selling
 Direct Marketing
 Public Relations
 Sponsorship
 Celebrity Endorsement
Advertising is one of the most important parts of
promotion.
The purpose of advertising:
Advertising
1.Inform people – make potential customers aware of
your product and benefits
2.Persuade people to make a purchase – inform people
about the benefits or sell at a lower price
Advertising is made up of:
 message – what you want to tell customers
 medium – how you choose to advertise
Most
effective
advertising
methods
Advertising Medium
1
Moving images (TV or Cinema advert)
2
Print (newspapers or magazines)
3
Ambient (public spaces, sides of buses)
4
Digital (websites, email, text messages)
5
Audio (radio adverts)
 “Sales Promotion is the process of encouraging
customers to buy the products by offering an incentive”
Sales
Promotion
 Price promotion – discount on product e.g. 50p off,
BOGOF, 25% extra free
 Coupons – discount or free gift
 Competitions – instant win offers in the package
 Money refunds – cashback, e.g. mobile phones
 Loyalty incentives – collect stamps for a free drink
 Personal selling is where businesses use people (the
“sales force”) to sell the product after meeting face-toface with the customer.
Personal
Selling
 Methods include:
 Face to face – saleperson watches body language to
adapt sales pitch
 Telephone – listen to customers tone of voice to adapt
sales pitch
 Email- send attachments of deals to customer
 Video or web conferencing – connect all over the world
• Public relation are activities a business does to put
information into the media, but without paying for it
Public
Relations
• Exhibitions – present and display products to get people
interested in buying
• Sponsorship – pay to display brand at event (creates a
positive image)
• Press releases – statement sent to journalists to get them
to write something interesting about your company
• Business communicates directly with the customer
Direct
Marketing
• Direct Mail – letters posted to the customer giving
information about new products
• Mail order Catalogues – shows the different products in
comfort of your own home
 Watch this video:
 http://www.bbc.co.uk/learningzone/clips/businessstrategy-promotion/12270.html
Video
 http://www.bbc.co.uk/learningzone/clips/shortintroduction-to-promotion-and-advertising/10959.html