AS Marketing - Promotion 💥
Objectives :
Demonstrate superior specifications or qualities
Create or reinforce brand image
Increase purchases by attracting new consumers
Correct misleading reports about product
Existing product reminders
Develop the public image
Increase sales by increasing consumer awareness
Encourage retailers to stock and promote products
Advertising
Persuasive advertising
Which media to use?
Informative advertising
Cost
Size of audience
Profile of target audience
Message to be communicated
Marketing mix aspects
Legal constraints
Other methods :
Below the line promotion
Above the line promotion
Sales promotion
Customer loyalty schemes
Money refunds
Money off coupon
Buy one, get one free
Price promo
Point of sale display
Sponsorship
Public relations (PR)
Trade fairs and exhibitions
Branding
Direct mail
Personal selling
Promotion expenditure budgets :
Competitor based budget
What the business can afford
Objective based budgeting
Incremental budgeting
Percentage of sales