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PROMOTION - Coggle Diagram

- - - - Awareness:PS is the brand of toothpaste
      - Knowledge:The customer aware that P/s brand have unique feature and benefits compared to other brand such as: Colgate, Close- up...
      - Liking:the customer like P/s 123. Because the product have 3 benefits in only products: cavity protection, white teeth, fresh breath
      - Preference: P/s 123 has been tested to be safe for health, suitable for the whole family.
      - Conviction:bring high effective
  - - - Rational appeal: Colgate:” it cleans your breath when it cleans your teeth”:
      - Emotional : Kitkat: “dancing babies commercial”
      - Moral: adult literacy, anti-smuggling, consumer protection, equal rights for women
  - - - word-of-mouth influence, buzz marketing
      - EX:phone, email, face to face….
    - - newspaper,mail,bill-board
      - EX: major media, atmosphere, events.( The voice, the voice kids)
        :
- - - - set budget at the level they think they can afford
    - - set budget at a certain percentage of current or forecasted sales or percentage of the unit sales price
    - - Setting the promotion budget to match
        competitors’ outlays.
    - - set its promotion based on what it wants to accomplish with promotion.
  - - - Pull strategy
        
        DEF:call for spending a lot in consumer advertising and promotion to induce final consumers to buy the product, creating demand to vacuum that " pull " the product through channel.
        
        EX: Lots of" designed perfume" are sold at department store. The company offers higher commissions to the salesman to push their product as much as possible.
      - Push strategy
        
        DEF: call for using the sales force and trade promotion to push the product through channels. The producer promote the channel members who in turn promote it to final consumers.
        
        EX: Nike uses a lot of promotion, marketing, branding to create value for customer, they hire Messi to be ambassador, giving annual discount and branding their product is very outstanding: affordable price, trendy, and durable with the newest technologies. So, customer will be attracted go want to purchase one.