Transcript marketing
THE PROMOTION MARKETING MIX Tools used for persuasive suitable communication with customers . THE ROLE OF PROMOTION = informs consumers about the rest of the marketing mix. Without it, consumers do not know about the product, the price, or the place. Promotion is more than just advertising, and it includes several activities. PROMOTION INCLUDES • Advertisements • Sales promotion • Personal selling • Public relations THE AIMS OF PROMOTION • • • • • To inform people about particular issues. To introduce new products to the market. To compete with competitors products. To improve the company/brand image. To increase sales. ADVERTISEMENT – AIDA MODEL Advertising must be AIDA: Attention: Informs consumers that the product exists. Interest: Consumers need to become interested in the product. Desire: Makes consumers want the product. Action: Prompts consumers into buying the product. USED MEDIA OF ADVERTISING • • • • • • • • • Television Internet Radio Newspaper Magazines Posters and billboards Leaflets Cinemas Others (cars, bags TYPES OF ADVERTISING • Informative advertising: Involves giving as much information about the product as possible. • Persuasive advertising: Involves persuading consumers that they need the product and should buy it. • Reminde advertising: Involves reminding a existing product or service to repeat shopping. SALES PROMOTION • Is usually used to support advertising and to encourage new or existing customers to buy the product. • Its main function is to boost sales in the shortterm, but not in the long term. TYPES OF SALES PROMOTION •Price reductions •Gifts •Competitions DISCOUNT!!! 50% 299,- 150,- Buy a hamburger, get a toy. If you get all stickers, you get a new bottle of our juice. TYPES OF SALES PROMOTION •Point of sale displays and demonstrations •After sales service •Free sample HELP YOURSELF PERSONAL SELLING = Communication with employees selling company. When customers: • need advice or information about product, • want to claim, • aren´t decided to buy (they hesitate). PUBLIC RELATIONS • It´s good for improving the brand/company's image. • These activities raise public awareness of the company. PUBLIC RELATIONS • Includes: • • • • • • Sponsoring events Attendance at public events Giving products and money to charity Press releases Trade shows Product placement Resources: • http://igbusinesss.blogspot.cz/2011/04/chapter-21-marketing-mixpromotion.html • http://marketing.about.com/od/publicrelation1/u/publicrelations.ht m • http://www.publiseek.com/publicity/pr-techniques/ • www.pixabay.com