Transcript Promotion by

All About
Promotion
by
Megan Keane
What Is Promotion?
A Definition…
“Marketing Communication”
Marketing is essentially marketing communications.
It consists of varies communication techniques
aimed at informing the general public about a
certain service or good. Promotion is also
considered to be an element of “marketing mix”,
and aims at increasing sales through the power of
being aware.
Advantages
Advertising
• Wide Coverage
• Used to build brand loyalty with existing customers
Personal Selling
Sales Promotion
• Can develop personal relationships
with the customers
• Can be more persuasive when
selling a product or service directly
• Can achieve a quick boost in sales
• Can convince consumers to try a new product or switch brands
Merchandising
• Display of products to maximize
sales
• More retail distribution
Advantages
Continued…
Public Relations
• Enhances public awareness of the product or service
• Promotes social responsibility
Sponsorship
• Endorse your product through means of celebrities and big brand
names
• Benefits both company and endorser
Direct Marketing
• Personalized marketing message
• Easy to calculate the response and success
What IsABranding?
Definition…
Branding consists of adopting the
values, image, awareness, recognition,
quality, features, benefits, and the
name of a product and/or the service.
To brand means to establish an identity
for the given product that will greatly
distinguish it’s advantages over the
competitors. It separates the product
from others.
Do You Say These?
Vaseline
Petroleum jelly
Q-Tips
Cotton swabs
Kleenex
Tissue
Google
MSN
Search engine
Instant Messenger
3 Types of Advertising
Informative
-Provides information to the given audience about the
where what and why of the product.
http://www.youtube.com/watch?v=_3WWpCUme3M
Competitive
-To bring to light the clear advantages that their product has
over a given company’s similar product
http://www.youtube.com/watch?v=C5z0Ia5jDt4
Persuasive
-Tries to persuade the customer into thinking they need this
product to; feel about themselves, improve their life,
make them richer, etc.
http://www.youtube.com/watch?v=zoAzTROfx7Q
The 5 M’s
Mission
What are the objectives to the advertising process?
Money
How much money is available to pay for the given advertisement campaign?
Message
How will the message be delivered?
Media
In which way will we present our product?
Measure
How will we measure the final impact of our choices above?
6 Main Types Of Advertising Media
Name
Advantages
Disadvantages
Television
• Can target specific
• Only certain prime time
groups of people
space allowed
• Can easily attract a large • Can be costly to achieve
audience
the right impact wanted
Radio
• Attracts the locals
• Is very mobile, and
often stations can
broadcast anywhere
• Listener’s attention may
be very limited
• Very small impact
Newspapers
• Wide spread, and
frequently printed
• Colour printing adds
impact and attraction
• Not everyone reads the
paper
• Low impact in means of
achieving profit
Magazines
• Can be linked to
features
• Long shelf life
• Can be expensive
• Not targeting all
audiences
Cinema
• Visually stimulating
• Captures more people
• May be seen once
• Very expensive
Outdoor(billboards)
• Repeatedly seen
• 24/7 coverage
• May go unnoticed
• Short message on it
Two Commercials
Weight Watchers
http://www.youtube.com/wa
tch?v=fEPEDDuXm_E
Makes the viewer feel at ease because
it shows how real people got the weight off.
It provides support and inspiration to the
audience and proves to be a company of great
success from the many weight loss stories. It
also has a great promotion price.
Iphone
http://www.youtube.com/w
atch?v=cKoLp_lGo14
This too makes the view feel at ease. It
touches the audience on a personal level
as it shows images of real life events. It
also shows the viewers that the Iphone is
better then any other phone because of this
amazing use it provides, and that you need it.