Transcript Advantages

-It equals marketing communication.
-It involves communication about the product the
product or service.
-Promotion is an element in the marketing mix.
-Communication techniques aimed at informing,
influence and persuading customers to buy or
use a particular.
3. Sales promotion
-Effective at achieving a
quick boost to sales.
-Encourages customers to
trial a product or switch
brands.
4. Merchandising
-Displaying products to
maximize sales.
-Operates at the point-ofsale.
5. Public relations
-Can achieve favorable
publicity about the business.
-Can communicate
effectively with customers
and other stakeholders.
-Can build the image and
reputation of the business
and its products, particularly
amongst customers.
6. Sponsorship
-Sponsoring events
that appeal to their
market are likely to
shape buying
attitudes and help
generate a positive
reaction.
-Promotes the Brand
Image.
7. Direct Marketing
-Focus limited resources on targeted
promotion
-Can personalize the marketing message
-Relatively easy to measure response &
success
-Easy to test different marketing message
-Cost-effective if customer database is well
managed
Branding is establishing an identity for a product that distinguishes
it from competitors.
The adoption of values, image, awareness, recognition, quality,
features, benefits and name for a product.
A brand is the sum of the characteristics of a product perceived by
user.
-To differentiate the product
-To aid advertising
-To build loyalty
-To facilitate recall
-To communicate value of the product
-To aid recognition
-To protect the product
-To convey the image of the product
Nike-Adidas
Apple
HP
World cup ball
Ipad
Types of advertising
Informative – provides information
Persuasive – to encourage brand switching
Competitive – to point out differential adv
1.Mission – objectives
2.Money – to pay for the campaign
3.Message – to be delivered
4.Media – choice of advertising media
5.Measure – measuring the impact
1.Print media – newspaper and magazine
Advantages:
-Widely read
-Short lead time
-Local. Regional and
national papers
available
-Color printing adds
to impact
-Inexpensive
compared to
television
Disadvantages:
-Short life
-Low impact
-Not every group reads a
paper
-High costs especially for
national newspaper
2. Television
Disadvantage:
1.Very high overall cost
Advantages:
1.Large audience
2.Low cost per exposure
2.Limited prime time space
3.Short-lived
4.May not be watched –
visual wallpaper
3.High impact – color,
sound and movement
5.Proliferation of channels
4.Can target specific groups
6.Reduces audience
7.Conveys only a limited
message
3. Radio
Advantages:
Disadvantage:
-Limited impact
-No vision
-Relatively
inexpensive
-Short life
-Can target specific
segment
-Listener’s attention
limited
-Relatively mobile
-Audio wallpaper
-local
-Mainly local rather
than national
4. Cinema
Advantages:
1.High impact
Disadvantages:
1.Limited audience
2.Captive audience
2.Mainly young audience
3.Can be specifically targeted
3.Short lived message
4.Local audience
4.May only be seen once
5.Visual, sound, ,movement
5. Outdoor
Advantages:
-Repeatedly seen
Disadvantage:
-Message must be short
and simple
-Target particular area
-Cannot target socio
economic groups
-May encourage impulse
buying if close to shops
-Rarely attract full
attention
-Local media
-Short lived
-Difficult to measure
effectiveness
6. Internet
Advantages:
-Cheap
-Easy to set up
-Easily updated
-Number of hits can be monitored –
useful measure of effectiveness
Disadvantages:
-Problems of connecting
-Limited audience
-Technical problems
-Banner adverts not very effective
-Search engine listing can be costly