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Business Chapter 15: The marketing mix = Promotion (Types of Advertising…
Business Chapter 15: The marketing mix = Promotion
Role of promotion
gives consumer information about the rest of the marketing mix
What promotion includes
advertisements
involves 'above-the-line' promotions
advertisements of television, via internet (social media), newspapers and magazines
sales promotion
involves 'below-the-line' promotions
often used for short periods of time
giving money-off coupons or free gifts, product placements
Aims of promotion
inform people about particular issues
to create brand image
to introduce new products on to market
to increase sales
to compete with competitors' products
to improve company image
Different types of advertising
can either be informative or persuasive
Advertising process
Set objectives
Decide on advertising budget
Create advertising campaign
Select media to use
Evaluate effectiveness of the campaign
Types of Advertising Media
cinema
display signs (neon signs)
local and national newspapers
magazines
internet/social media
leaflets
direct mail
posters/billboards
sides of bads/vehicles
radio
television
Different types of sales promotion
after-sales service
gifts
buy one get one free
price reductions
competitions
point-of-sale displays and demonstrations
free samples
product placement
Advantages of sales promotion
promote sales
encourages new customers to try existing products
encourages customers to try new products
encourages customer loyalty
encourages customers to buy our product instead of competing brand
Which type of promotion to use
stage of product life cycle that has been reached
nature of the product itself
cultural issues involved in international marketing
nature of the target market
Public relations/sponsorship
to promote good image for the business and the products
can take forms like:
sponsoring events (football matches)
publicity stunts where employees or company owners to take part in sponsored activity for a good cause or to raise awareness
donation products to charity