Transcript Promotion - Elgin Park Computers

PROMOTION
Esther Lee
Definition of Promotion
• Promotion is marketing communication.
• The communication aims to inform, influence and persuade
customers to buy or use a particular product.
• Promotion increases sales, attract new customers, encourage
customer loyalty, encourage trial, reassure new customers and
many more.
• It is an element of the marketing mix.
Advantages
• Advertising : It covers a wide audience, controls the messages
and can build brand loyalty.
• Personal selling: It catches customers’ attention, customizes
messages and interact with the customers.
• Sales promotion: It helps to achieve a quick boost to sales and
encourages customers to trial a product or switch brand.
Advantages
• Merchandising: It maximizes the effectiveness of retail
distribution.
• Public relations: It aims at achieving favorable publicity about
the business, building the image and reputation of business or
products and communicating effectively with customers.
• Sponsorship: It is a specialized form of public relations. It
should benefit both sides, the company sponsoring and the
company sponsored.
Advantages
• Direct marketing: It focuses limited resources on targeted
promotion, personalize the marketing message and easily
measure responses and successes.
Branding
• Branding is adoption of values, image, awareness, recognition,
quality and name of a product. The company uses branding as a
means of sustaining competitive advantages. Branding
encompasses the intangible values created by a badge of
reassurance.
• Branding is establishing an identity for a product that
distinguishes itself from competitors (differentiating product
from competition)
Examples of Successful Branding
• Disney: cartoons, tourism, real estate and games
• LEGO: plastic toy bricks
• DVD: any disks that play movies or have files in them.
• Kleenex: whenever we look for tissues, we call it Kleenex.
• FedEx: delivery
Types of Advertising
• Informative advertisement explains how a product works,
constructs an image for the brand, informs potential customers
of services offered and corrects mistaken impressions. An
example is GM’s advertisement.
Types of Advertising
• In competitive advertising, a company points out its
company’s differentiable advantages or put down the
competition to get ahead of the game.
Types of Advertising
• Persuasive advertisement encourages people to switch from
the brand they are currently using to its company’s brand.
The 5 M’s
• Mission: advertising objectives
• Money: paying for the campaign
• Message: delivered message to consumers
• Media: which media is chosen for advertising
• Measure: measuring the impact of advertising
6 Main Advertising Medias
• Print media (Newspaper & magazines)
• Advantages: frequently printed, widely read and has an
access to local, regional and national areas.
• Disadvantages: Short life and is outdated
• Television
• Advantages: specific group can be targeted, large audience
• Disadvantages: limited time space and high cost
• Radio
• Advantages: inexpensive and relatively mobile
• Disadvantages: limited attention (no vision), local
6 Main Advertising Medias
• Cinema
• Advantages: attracts large audience and specific target
• Disadvantages: limited audience and often only be seen once
• Outdoors (billboards)
• Advantages: seen multiple times, targets particular area
• Disadvantages: potential traffic hazard, too short messages
• Internet
• Advantages: cheap, easy to update
• Disadvantages: Limited audience, technical problems
YouTube Videos
House Hippo Commercial
This commercial attracts people’s
attention with this little hippo
running around the house and his
cuteness. This is a good
commercial because it expresses a
strong message – Don’t believe
what you see on the television –
and appeals to audiences.
MAC Commercial
There are two characters, a Mac and a
PC, in this commercial. These two
characters is having a conversation.
This video is effective because it is
entertaining, funny and shows Mac’s
superiority. This commercial shows
that the Mac pokes fun at what is
true of PC computer.