Please enable JavaScript.
Coggle requires JavaScript to display documents.
The Marketing Mix: Promotion (advertising medias (tv, radio, newspapers,…
The Marketing Mix: Promotion
promotion
gives customers info about the rest of the marketing mix
about the product
price
where it's sold
advertisements
sales promotion
'below the line' promotion
e.g. coupons, gifts, product placements on tv shows, etc.
'above the line' promotion
e.g. ads on tv, social media, magazines, newspapers, etc.
aims of promotion
inform people about issues
introduce new products
compete with competitos
create brand image
increase sales
improve company image
types of advertising
informative
gives information about the product
persuasive
persuade the customer to buy the product
advertising process
advertising medias
tv
radio
newspapers
magazines
posters/billboards
cd, dvd, blu-rays
leaflets
internet, etc.
sales promotion
give a boost to sales
several types
after-sales service --> if product goes wrong first few weeks/months/year it can be returned&repaired without cost
gifts -->small gifts inside packaging
BOGOF
price reduction --> reduced prices at specific times of the year
competitions --> packaging include empty form to fill for the competition
point-of sale display
free samples --> encourage to try and then buy
product placement --> branded goods/service featured in tv programs, movies, music videos
advantages
promote sales
encourages new customers
encourage customers try new products
encourage customer loyalty
type of promotion
based on:
stage of product life cycle
nature of product itself
cultural issues involved in international marketing
nature of target market
public relations/sponsorships
promotes good brand image
e.g.: sponsoring events, sponsored activity for good cause to raise awareness, donate to charity, etc.