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The Marketing Mix: Promotion and Technology in Marketing (Types of…
The Marketing Mix: Promotion and Technology in Marketing
Content
Advertisements
This involves 'above the line' promotions. These can take different forms, such as advertising on television, via the internet, in newspapers and magazines and other forms of advertising media
Sales Promotion
This involves 'below the line' promotions. These are often used for short periods of time in order to reinforce the above the line promotions.
Examples
Giving money off coupons
Free gifts
Product placements in television programmes
Newly released films
Aims of Promotion
To inform people about particular issues, often used by the government
To create a brand image
To increase sales
To improve the company's image
To compete with competitor's products
To introduce new products on the market
Different types of advertising
Informative
Where the emphasis of advertising or sales promotion is to give full information about the product
Persuasive
Advertising or promotion which is trying to persuade the consumer that they really need the product and should buy it
Types of advertising media
Radio
Advantages
Cheaper than television
Usually reaches a large audience
Disadvantages
Cannot process a visual message
Not as wide an audience as television
Television
Advantages
Advert will go out to millions of people
The product can be shown in a very favourable way, making it look attractive
Disadvantages
Very expensive
Cinema
Advantages
Relatively low cost
Can be very effective if your target audience go to see particular films
Disadvantages
Seen by only limited number of people who go to watch the film
Product placement
Advantages
Products are associated with the image in the programme or movie
Can target a specific audience who view the programme, movie or music video.
Disadvantages
Can be expensive to pay product placement of the product in the programme
May have negative effects on the consumer if the image is not attractive to them
Leaflets
Advantages
Cheap method of advertising
Given out in the street to a wide range of people
Permanent and can be kept for future preference
Disadvantages
May not be read
Magazines
Advantages
Are in colour and therefore can look more attractive
Disadvantages
Are often only published once a month or once a week
Internet
Advantages
Orders can be made instantly via the website
Direct mail sent via email is cheap
Large amount of info can be placed on a website, which can be seen by a vast number of people at home and abroad
Disadvantages
In some countries internet access is limited
There is a lot of competition from other websites
There is a lot of competition from other websites
Security issues may discourage customers from buying online
Internet searches may not highlight the website and could be missed
Local and national newspapers
Advantages
A lot of information can be put in the advert
Adverts are permanent and can be cut and kept
Disadvantages
Often black and white and not that attractive, won't grab as much attention as television adverts. If the adverts are small, it won't be noticed easily
Posters/billboards
Advantages
They are permanent
Relatively cheap
Potentially seen by everyone who passes them
Disadvantages
Can easily be missed as people go passed them
No detailed information can be included
Sides of bags/vehicles
Advantages
Very cheap
Disadvantages
Sales Promotion
Incentives such as special offers or special deals aimed at consumers to achieve short-term increases in sales
Types
Price reductions
Gifts
BOGOF
Competitions
Point of sale displays and demonstrations
After sales services
Free samples
Advantages
Can promote sales at times in the year when sales are traditionally low
Encourages new customers to try an existing product
Encourages consumers to try a new product
Encourages existing customers to buy a product more often or in greater quantities
Encourages customers to buy your product instead of a competing brand
How technology influences marketing mix
Advertising on social networking
Benefits
Targets specific demographic group
Guarantees target customers see advert when they go to Facebook
Speed in response to market change - information can be updated regularly
Cheap to use - it has no costs if just placing advertisements
Reaches groups that are difficult to reach any other way
Disadvantages
Can alienate customers if they find the adverts annoying
Have to pay for advertising if using pop up
Lack of control of advertising if using pop ups
May be altered or used in a bad way and forwarded on to other users giving the business publicity
Owning website
Benefits
No extra cost if own website is already set up
Control of advertising as it is on your own site
Can change adverts quickly and update pictures/prices etc.
Can provide more information in adverts and link to other pages with further information and pictures
Disadvantages
Relies on customers finding the website
Design cost of the website may be high
Potential customers may not see the website as the page may come up in a long list of pages when using a search engine such as Google
Types of promotions to be used
The stage of the product life cycle that has been reached
The nature of the product itself
Cultural issues involved in international marketing
Nature of the target market