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PROMOTION - Coggle Diagram
PROMOTION
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Definition: Refers to methods of communicating messages to the market with the intention of selling a firm’s products.
Above-the-line promotion: This is a paid form of communication that uses independent mass media to promote a firm’s products.
Advertising: It helps to outspread a word or awareness, promote any newly launched service, goods or an organization..
Informative advertising: Any kind of “promotion that educates the public on what are the benefits and features of a product, what it does or can do, how it compares with competing or similar products in value and benefits, and (4) where it can be bought..
Persuasive advertising: Appeal to your target audience and gain their trust. To accomplish this, you'll need to choose between the three main categories of advertisements that use persuasive techniques and these are Ethos, Logos, and Pathos.
Reasuring 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.
Below-the-line promotion: Include direct mail campaigns, social media marketing, trade shows, catalogs, and targeted search engine marketing.
BTL promotional strategies include:
BRANDING (PRODUCT BRANDING, FAMILY BRANDING, OWN-LABEL BRANDING, COMPANY BRANDING, GLOBAL BRANDING)
Direct marketing: Direct marketing consists of any marketing that relies on direct communication or distribution to individual consumers
Personal selling:is also known as face-to-face selling in which one person who is the salesman tries to convince the customer in buying a product.
Public relations: Public relations is a valuable tool in the promotional mix. Unlike paid marketing programs such as advertising your business, public relations is focused on earned media and can take advantage of unpaid communication channels..
Sales promotion: A sales promotion is a marketing strategy in which a business uses a temporary campaign or offer to increase interest or demand in its product or service.
The promotional mix: A promotional mix is a combination of marketing methods including advertising, sales, public relations and direct marketing to achieve a specific marketing goal
Impact of technology on promotional activities: Technological advances can create many opportunities for businesses, but it often means changing their marketing mix e.g. to enable them to interact with customers through increasingly popular technologies such as online messaging and digital advertising.
Guerrilla marketing:Guerilla marketing is a way to drive publicity and, as a result, brand awareness by promoting using unconventional methods designed to evoke surprise, wonder, or shock