The 4 Ps: Promotion
Various tools available to marketers to sell their product
Process of communicating with customers
Set out to influence perceptions, understanding, actions of the target audience
Types of promotion
Publicity/PR
Sales Promotion
Selling & Sales Management
Advertising
Direct Marketing/Personal Selling
Key purpose: to inform
Any paid form of non-personal communication about an organisation/product/service/idea
e.g.: TV, billboard, social media, newspaper ads
Short-term incentives to encourage the purchase/sale
e.g.: coupons, loyalty cards, samples, 'buy one get one free'
PR: management of internal/external communication of an organisation to create/maintain positive image
e.g. (publicity): publicity stunts & newspaper articles
Non-personal communication about an organisation/product/service/idea not directly paid for
e.g. (PR): interviews, facebook posts, blogs, articles, tweets
Process of planning, organising, controlling and evaluating the activities of the sales force
e.g.: telesales, B2B sales
Marketing done directly to the consumer without mass marketing communication involved
e.g.: door-to-door sales, customer-teller sales in banks, B2B sales
Face-to-face interaction with one or more prospective customers to make a sale or build a long-term benefit
Social Networking
Has a huge advantage over traditional forms of advertising
e.g. Google AdSense
Rise in social networking websites gives people new opportunities to reach out to people
Mobile Phone Advertising: market penetration in Ireland 120 %