promotion - eduBuzz.org
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Transcript promotion - eduBuzz.org
PROMOTION
This is any form of communication used to
draw attention to a product.
Use it to gain new customers or retain
existing ones.
AIMS OF PROMOTION
3 aims:
1.
To persuade customers to buy
2.
To inform customers about the product
3.
To remind customers about a product
ABOVE-THE-LINE PROMOTION
This is using independent media.
Basically it is about advertising.
ADVERTISING
1.
2.
2 Types
Informative – used to tell customers about
products, whether new or modified.
Persuasive – used to get customers to buy a
product. Normally qualitative information.
DIFFERENT METHODS
MEDIUM
TV
Daily Papers
ADVANTAGES
National
coverage
Reaches wide
group
Dynamic
National
DISADVANTAGES
Expensive
Target
wrong areas
coverage
Can be expensive
Belief in papers
Only read by
High attention value particular groups
Market segments
identified.
MEDIUM
Radio
Cinema
Outdoor Media
ADVANTAGES
DISADVANTAGES
Less
expensive than TV
Captive audience
Message
Combines
visuals,
sound and colour
Can target locally
Limited
High
May
visual impact
Frequently seen by
passers-by
Wide choice of location
is only in sound
Hard to reach target
market
Listeners may lose
interest
market coverage
Expensive
go unnoticed
Can be expensive.
CONTROLS ON ADVERTISING
Advertising Standards Authority (AQA)
Independent Television Commission (ITC)
Pressure Groups
Trades Descriptions Act (1968)
PRODUCT ENDORSEMENT
Famous celebs/sports people are paid to wear and
use a particular product.
Advantages include:
Gives a good image of the firm
Consumers may buy to be like the celebs
Increases sales if personality is successful
Consumers associate products with that person
Disadvantages include:
High costs involved
Image can suffer if personality has a problem
Choice has to be made carefully to ensure
right image is portray
PRODUCT PLACEMENT
Paying for the firm’s products to be used in a
film or TV programme.
BELOW-THE-LINE PROMOTION
This is controlled directly by the business.
It allows the firm to target the consumer they
hope will want to buy their products.
SALES PROMOTIONS
2 types
1.
Into-the-Pipeline
Used to increase sales to shops and help them
sell the product.
Includes: competitions, point of sale materials,
sale or return, staff training, credit facilities, bulk
buying discount.
Out-of-the-Pipeline
2.
Used to help trade outlets persuade customers
to make a purchase.
Includes: free trial packs, bonus packs and
money off coupons, loyalty cards, competitions