Transcript Promotional mix

PROMOTION
Aiden Tait, Block C
What is Promotion?
 Promotion is communicating
a product or service to
consumers. It encourages these
consumers to buy the
product/service through
persuasion, to build a loyalty
with the firm that offers this
product/service, and to inform
the consumer of the
product/service’s benefits and
therefore the need to switch
brands for
Promotional Mix
 Promotional mix is a firm’s techniques used to achieve marketing objectives
 Advertising – communication of a product/service through media
 The repetition of an advertisement communicates the message across of the
consumer clearly
 The message can covered to a wide audience
 Personal selling – directly promoting a product/service to a consumer in
person
 The interaction between buyer and seller builds a trust and a stronger persuasion
 There is a high customer attention
Promotional Mix
 Sales promotion – strategic promotion of sales,
such as coupons and free gifts, to encourage and
increase purchases
 Enables a rapid increase in sales
 Urges customers to choose/switch brands or try a
product
 Merchandising – exhibiting products to increase
sales
 Stimulates impulsive buying
 Assists in the promotion of advertising campaigns
 Public relations – creating good relations with
customers
 Enables positive communication with the public and
customers
 Develops the image and reliability of a firm and its
products
Promotional Mix
 Sponsorship – a firm supports another firm through payment for an
event/organisation/person
 Allows for a positive image of a firm to be shown in front of customers
 Benefits both sides of sponsorship in terms promotion and customer relations
 Direct marketing – promotional material communicated to independent
customers via email, telephone, or post
 Creates a specific response in targeted customers
 Creates new business and builds customer loyalty
What is Branding?
 Branding is the formation
of a firm’s identity through
aspects such as image,
distinctive qualities, and a
name that distinguishes that
firm from its competitors. It
provides a means of
recognition of that brand in
the targeted audience’s
consumer behaviour,
reiterating its competitive
advantage and therefore
developing a higher position
in the market
Interchanging Brands
 Some brands have been established so well that
as a result other brands that produce similar
products are referred by the most popular
brand’s name
 Examples include:
 The brand of Coca-Cola has been and continues to
be the most popular brand of cola to the point
where any form of cola is referred to as Coke. A
supermarket’s no-name brand of cola, such as
Safeway’s, is not affiliated with Coca-Cola in
anyway and yet customers refer to it as Coke
 Ray-Ban is a brand of sunglasses with a
universally-recognised distinctive shape. Knockoff brands that imitate the style are therefore
naturally referred to as Ray-Bans, even if the style
of the knock-off is not a complete replica of the
actual Ray-Ban style.
Interchanging Brands
 The velvet tracksuits that Juicy Couture is
known for are so famous that when other
high-fashion brands, such as Bebe and Adidas,
produce similar velvet tracksuits the style is
instantly referred to and recognised as
distinctly Juicy Couture.
 Rollerblade’s inline skates have become the
foundation name for all types of inline skates
around the world. The brand’s trademark
look is one that is constantly used and
therefore retains the identity of a Rollerblade
regardless of other inline skate names.
 Ibuprofen is a common medication used to
alleviate headaches and other bodily pains,
the most common brand of it being Advil.
Other brands of ibuprofen are called Advil
because of this commonness.
Types of Advertising
 There are seven types of advertising –
informative, persuasive, reminder,
reinforcement, pioneering,
competitive, and defensive.
 Informative
 Provides information about a product to
customers to gain a more credible
appearance
 Example: Sketcher’s “Shape Ups” are
constantly advertised on television,
providing information on how the
rounded sole of the shoe helps the body
to tighten and exercise muscles through
scientific explanations
Types of Advertising
 Persuasive
 Establishing differences and therefore
advantages of switching brands
 Example: Dove’s “Beauty Bar” versus Ivory’s
“Original Bar Soap” is an advertisement that
encourages customers to buy Dove rather
than Ivory because of Dove’s characteristic
moisturising qualities that Ivory lacks
 Pioneering
 Introducing a new product with the use of
celebrities/benefits/etc
 Example: CoverGirl’s “LashBlast 24 HR
Mascara” is a fairly new product that is
endorsed by celebrity Sofia Vergara on both
television and in magazines, her bold and
easily remembered personality making her
a perfect persuader
The Five M’s of Advertising
 Mission
 The objectives that must be met, such as
communicating the information of the product/service
 Money
 How much money can be spent in achieving these
objectives and supporting the campaign
 Message
 The overall message of the product/service that will be
conveyed to the targeted audience and how it will be
conveyed
 Media
 The advertising media that will be used in the
campaign, such as television, radio, or social
networking sites
 Measurement
 Calculating the results of the campaign
Advertising Medias
 Advertising medias are
medias that are used to convey
an advertising campaign’s
message or promotion of a
product/service. These medias
include television, radio,
printed media such as
newspapers and magazines,
outdoors such as billboards,
internet such as social
networking sites, and cinema.
Types of Advertising Medias
 Television
 Advantages –
 A large audience is present as well as targeted groups
 A good first impression can be made through colour,
sound, etc
 Disadvantages –
 There is a limited amount of time for the message to be
conveyed
 Most television advertisements are not watched
 Radio
 Advantages –
 Can target specific groups
 Advertising on air is fairly low-cost
 Disadvantages –
 Advertising is local, not national
 A good first impression is hard to make without visual
effects
Types of Advertising Medias
 Printed media
 Advantages –
 Can easily be directed to targeted audiences
 Publication is frequent and more inexpensive than television
 Disadvantages –
 Not all members of the targeted audiences read printed media
 Low impact due to lack of audio effects
 Outdoors
 Advantages –
 Induces impulse buying if placed in targeted areas close to shops
 There is a constant 24/7 coverage
 Disadvantages –
 If placed on roads they are rarely seen or comprehended by
drivers who want to avoid a road hazard
 The message conveyed is limited in terms of size and length
Types of Advertising Medias
 Internet
 Advantages –
 Due to the ease of recording hits, measurement of the
campaign’s impacts can be assessed quickly
 Inexpensive and quick to load
 Disadvantages –
 Technical problems are inevitable
 Listings on search engines can be high-priced
 Cinema
 Advantages –
 All attractive affects like visual, audio, and movement are
present to engage the audience
 The audience is captive and therefore easily impacted
 Disadvantages –
 The audience is generally young, making the impacts
ineffective at times
 The advertisement may only be seen once
Television Commercials
 In the 2010 remake of the 1995 persuasive
television commercial depicting the long-standing
fight between Pepsi and Coke, the two brand’s new
diet options, “Pepsi Max” and “Coke Zero” are put
on the spot – favouring Pepsi. This advertisement
encourages customers to purchase Pepsi Max
rather than Coke Zero because unlike Coke Zero’s
0.75 calories per litre, Pepsi Max has zero calories
per litre. This encouragement is shown through
the character portraying Coke Zero accepting the
temptation to try his Pepsi enemy’s can of Pepsi
Max. The constant reiteration by both characters
of the Pepsi’s zero calorie quality serves as a
repetition to the audience that they should choose
Pepsi Max over Coke Zero as a preferred brand.
This repetition is backed by the use of television as
the choice of media, allowing for audio, visual, and
movement aspects to create a definitive impression
upon the audience.
Television Commercials
 The use of celebrities, international role models,
sports stars, and even ballerinas are aspects of the 2011
television commercial of Adidas “All Adidas – Women
Edition”. The most notable celebrity present in the
advertisement is Katy Perry, a globally worshipped
singer that has influenced both men and women in the
musical industry. Joining her are sport stars such as
tennis player Caroline Wozniacki and the Staatsballett
Berline ballerina crew. These women are portrayed as
strong, athletic, every-day women that are confident in
what they do and look good while doing – which is the
precise message Adidas tries to convey in this
pioneering advertisement. Empowerment of women is
a subject many campaigns attempt to address, though
few are successful without the use of stereotypes.
Adidas takes these stereotypes and rids of them,
depicting women playing sports that have been
deemed as ‘masculine’, such as soccer, and showing
that they’re quite capable of remaining feminine in
their new Adidas sportswear while being passionate in
what they do regardless of gender conventions.