Transcript Advantages
William Chu 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. 1. Advertising • • • • Wide coverage Control of message Repetition means that the message can be communication Can be used to build brand loyalty 2. Personal selling • • • • • • • High customer attention Message is customized Interactivity Persuasive impact Potential for development of relationship Adaptable Opportunity to close the sale 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 ‘pointof-sale’ 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 target segments To aid recognition To protect the product To promote the product To convey the image of the product Pepsi-Coke Nike Gateway Alienware Apple Types of advertising Informative – provides information Persuasive – to encourage brand switching Competitive – to point out differential advantages • Mission – objectives • Money – to pay for the campaign • Message – to be delivered • Media – choice of advertising media • Measure – measuring the impact 1.Print media – newspaper and magazines 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 Advantages: • Large audience • Low cost per exposure • High impact – color, sound and movement • Can target specific groups Disadvantage: • • • • Very high overall cost Limited prime time space Short-lived May not be watched – visual wallpaper • Proliferation of channels • Reduces audience • Conveys only a limited message 3. Radio Advantages: Disadvantage: • Relatively inexpensive • Can target specific segment • Relatively mobile • local • • • • Limited impact No vision Short life Listener’s attention limited • Audio wallpaper • Mainly local rather than national 4. Cinema Disadvantages: • • Advantages: • • • • • High impact Captive audience Can be specifically targeted Local audience Visual, sound, ,movement • • Limited audience Mainly young audience Short lived message May only be seen once 5. Outdoor Advantages: • Repeatedly seen • Target particular area • May encourage impulse buying if close to shops • Local media Disadvantage: • Message must be short and simple • Cannot target socio economic groups • Rarely attract full attention • 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 TV commercials These styles are unique. These commercials show good quality and benefits of products. They also provide a lot of useful information about products. Human will be interested in these products because of these advertisements.