Transcript Defining promotion

Michael.D
Blk: C
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Title page…………………………………………………………………………………………1
Table of Contents………………………………………………………………………………2
Defining promotion……………………………………………………………………………3
The Advantages…………………………………………………………………………………4
What is Branding………………………………………………………………………………..5
5 products branded………………………………………………………………………….6,7
3 types of advertising………………………………………………………………………….8
The 5 Ms of advertising……………………………………………………………………….9
6 main advertising medias…………………………………………………………………10
Advantages and Disadvantages……………………………………………………………11
Commercials…………………………………………………………………………………..12
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Effective methods of promotion
for different types of product or
business. They are also factors to
Promotion involves communication
about the product or service. The
main aim of promotion is to ensure
that customers are aware of the
consider when choosing the
existence and positioning of product.
promotional mix.
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Advertising
- Control of message
- Can be used to build brand loyalty
Public relations
- Can create goodwill toward an individual, business,
cause or product
- Win the trust of the customers to buy product
Personal Selling
- High customer attention
- Potential for development of relationship
Sponsorship
- It can form public relations
- Can benefit both sides
Sales Promotion
- Effective at achieving a quick boost to sales
- Encourages customers to trial a product/switch
brands
Merchandising
- Displays products to maximize sales
- Allows customer and seller to have both their
needs
Direct marketing
- Can personalize the marketing message
- Easy to test different marketing messages
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Branding is the adoption of
values, image, awareness,
recognition, quality, features,
benefits, and name for a
product.
Why we brand is because;
- To differentiate the product
- To aid advertising
- To build loyalty
- To communicate value of product
- To target segments
- To aid recognition
- To protect the product
- To promote product
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Pepsi-Coke
PC-IPad
Blackberry-IPhone
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Dell-Intel
DVD-Blue ray
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•
Informative
provides information
•
Persuasive
to encourage brand switching
•
Pioneering
to introduce a new product
http://www.youtube.com/
watch?v=CHoPTmtu9cY&f
eature=pyv
http://www.youtube.co
m/watch?v=WztnJkER6
GY
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- Mission
objectives
- Money
To pay for the campaign
- Message
To be delivered
- Media
Choice of advertising media
- Measure
Measuring the impact
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Print media- newspaper and
magazines
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Television
-
Radio
-
Cinema
-
Outdoors (billboards)
-
Internet
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Advantages
Disadvantages
Print Media
-
Widely read
Can target specific segments
Short lead time
Inexpensive compared to television
-
Short life
Low impact
May get lost in the rest of the paper
Not everyone reads newspapers
Television
-
Large audience
Low cost per exposure
Can target specific groups
High impact
-
Very high overall cost
Limited prime time space
Short lived
May not be watched
Radio
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Relatively inexpensive
Can target specific segment
Relatively mobile
local
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Limited impact
No vision
Short life
Listeners attention limited
-
High impact
Captive audience
Specifically targeted
Local audience
Repeatedly seen
24/7 coverage
Target particular areas
Local media
Cheap
Easy to set up
Easily updated
# of hits can be monitored
-
Limited audience
Mainly young audience
Short lived message
May only be seen once
Message must be short and simple
Cannot target social economic groups
Short lived
May be seen as traffic hazard
Problems of connecting
Limited audience
Technical problems
Banners ads not very effective
Cinema
Outdoors
Internet
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http://www.youtube.com/watch?v=R5
5e-uHQna0
http://www.youtube.com/watch?v=hsv
Aj6qfmFQ
These commercials are good because
they give out a strong message to what
they’re selling, and doing it in a comedy
way. One makes fun of the Star Wars
force, and the other uses children's fear
of clowns to make fun of the
commercial
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