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Creative Product Promotion Introduction to Promotion Methods Aims and Objectives of the Session The aim of this session is to re-cap the concept of branding and examine the promotional mix. Objectives • Recap the essence of branding and complete the research task • Identify the different elements of the promotional mix and analyse the elements of the promotional mix • Evaluate the different ways the promotional mix can be used effectively Branding: Report Work I want you to investigate reasons why one of the followings brands has increased in value in the last 12 months and why that brand is so powerful? Write a one side report to the your Managing Director stating the reasons why! Promotional Methods Public Relations: The use of editorial space and broadcast time that is not paid for directly. Not advertising Direct Marketing: Communicating directly with customers in the target market Promotional Tools Sales Promotion: Promotions when products are bought, such as Buy One Get One Free Advertising: Carrying a message using media such as TV, radio, cinema, newspapers, magazines & internet Sponsorship: Supporting an event, an activity or an organisation in exchange for having its name or product brand name linked directly with whatever is being sponsored Activity In groups of 3 and 4 please find examples of the following: Sales Promotion Public Relations Advertising Direct Marketing Sponsorship Aims and Objectives of the Session The aim of this session is to re-cap the concept of branding and examine the promotional mix. Objectives • Recap the essence of branding and complete the research task • Identified the different elements of the promotional mix and analysed the elements of the promotional mix • Evaluated the different ways the promotional mix can be used effectively