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Promotional Methods, The Promotional Mix, Guerilla Marketing, BENEFITS AND…

- - - - Promotional activities aimed at enhancing the image of the business and its products.
      - Include the use of publicity or sponsorships
      - For publicity the business could hold a press conference where it invites the media and provides information about social responsibility project.
    - - Short-term incentives provided by a business with the aim of increasing or boosting the sales.
        
        Examples include:
        
        Money-off coupons.- Discounts provided to customers when a product is purchased.
        
        Point-of-sale display.- Draw attention so impulse buying is performed.
        
        Free offers or free gifts
    - - This ensures that the product is aimed directly to consumers.
        
        Eliminates the use of intermediaries and therefore can save the business money.
      - Forms of direct marketing include: Direct Mail, Catalogues, Personalized, Flyers
      - A limitation of this method is that the most consumers can regard the information as junk mail and not pay any particular attention.
    - - It makes use of sales representative and can be done face to face or over the telephone.
      - Common example of this form is telemarketing.
      - Involves the sale of a firm’s product through personal contact.
      - A limitation of this method is that it may be expensive to have a sales representative team, especially when they are paid by commission.
- - - - Informative Advertising
        
        Focus here is to provide information about a product’s features, price, or other specifications to consumers.
        
        Increases consumers’ awareness of a firm’s product to enable them to make rational decisions about what to buy.
      - Persuasive Advertising
        
        Aims at convincing customers to buy one firm’s product instead of a competitor’s products.
        
        Persuades customers to think that they really need a product and should buy it.
        
        Product Endorsement is a common form of persuasive advertising.
      - Reassuring Advertising
        
        The focus is on existing customers, to reminding that they made the right purchasing decisions when they chose to buy a firm’s products and that they should continue purchasing it.