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AS Marketing - Promotion :explode: (Objectives : (Demonstrate superior…
AS Marketing - Promotion :explode:
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?
Cost
Size of audience
Profile of target audience
Message to be communicated
Marketing mix aspects
Legal constraints
Informative advertising
Below the line promotion
Above the line promotion
Other methods :
Sponsorship
Public relations (PR)
Trade fairs and exhibitions
Branding
Direct mail
Personal selling
Sales promotion
Customer loyalty schemes
Money refunds
Money off coupon
Buy one, get one free
Price promo
Point of sale display
Promotion expenditure budgets :
Competitor based budget
What the business can afford
Objective based budgeting
Incremental budgeting
Percentage of sales