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Introduction to Advertising Topic 2 ADVERTISING AND PROMOTIONAL MIX PROMOTION Is element of the marketing mix that provide information and communicates persuasively to the target audience about a brand to attract the target audience to consume the brand Marketing Promotional Mix Public Relations “Public relations is about reputation – the result of what you do, what you say and what others say about you” ~ The Chartered Institute of Marketing ~ Public relations practice is the discipline which looks after reputation with the aim of earning understanding, and support, and influencing opinion and behavior. Advertising "Advertising is the non personal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media.” ~ Bovee, 1992 ~ Sales Promotions "Sales promotion comprises that range of techniques used to attain sales and marketing objectives in a cost-effective manner by adding value to a product or service either to intermediaries or end-users, normally but not exclusively within a defined time period. ~ The Institute of Sales Promotion ~ Sales Promotions Marketing activities intended to stimulate quick buyer action by offering extra benefits to customer Commonly used to obtain an increase in sales short term. Could involve using money off coupons or special offers, contest, trade show, in-store displays, rebates, samples, and discounts Direct (Response) Marketing Direct-response marketing is selling goods or services without shops and usually without personal salespeople, direct to customers in response to orders generated by direct mail shots, leaflets, catalogues, telephone calls and printed or broadcast advertisements. Direct Mail is the sending of publicity material to a named person within an organization Personal Selling “Selling a product service one to one” “Personal communication of information to persuade somebody to buy something” Personal Selling Salespersons are assigned and trained to promote product and services directly to customers. Salespersons can range from someone who merely takes sale orders to people who provide expertise in finding solution to customers’ problems. Promotional Mix Other Promotional Tools Packaging Packaging is all activities of designing and producing the container or wrapper for a product Not only for wrapping products, but for attract attention when displayed in retail outlet Packaging In addition to the above, the pack has become the final means of communicating brand benefits. The pack can also be used to inform promotion activities The elements in the pack design such as shape, size, color, brand name and type face reflects brand identity and brand image as established by advertising Event & Sponsorship “Sponsorship is the giving of monetary or other support to a beneficiary in order to make that beneficiary viable, sometimes for altruistic reasons” Sponsorship may not have a direct effect on sales but it creates a climate of goodwill where the corporate or brand image is associated with benefiting sports, cultural and other worthwhile activities, players and performers.