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Promotion - Coggle Diagram
Promotion
Below the line promotion
Below the line (BTL) promotion does not use paid-for mass media sources. Examples include the use of free samples (e.g. toiletries, food and drinks), discount vouchers (to entice customers to buy the product) and added-value promotions (e.g.special introductory deals).
Direct marketing
Direct marketing refers to promotional activities that aim to sell a product straight to a customer rather than using an intermediary.
Telemarketing
Telemarketing is a form of direct marketing that involves marketers making telephone calls to existing and potential customers as a form of promotional strategy.
Direct mail
Direct mail is the use of postal correspondence for promoting an organization's goods and/or services.
Advantage
The business keeps a larger share of any financial returns as there are no intermediaries, such as advertising agents, to pay
The business is free to promote its products in a way that it sees fit, rather than passing on control of this to an external agency.
Drawbacks
Cost of producing and distributing promotional materials such as leaflets, brochures and catalogues.
Research also shows that most people ignore and dispose of 'junk' (unsolicited) mail, do not welcome unwarranted telephone calls from telesales personnel, and do not appreciate emails regarded as spam advertising.
Does not always reach the right audience, and hence represents a waste of resources.
Personal selling
Personal selling refers to promotional techniques that rely on sales representatives directly helping and persuading customers to buy, usually on a face-to-face basis.
Advantage
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Can develop customer engagement so also helps the business to build a positive, trusting and long-term relationship with customers.
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Sales promotions
Sales promotions are short-term incentives designed to stimulate interest in a product, such as the use of discount coupons, and prize draws
Sales promotion can help businesses to gain a short-term competitive edge, to get rid of excess or old stock and to build brand awareness.
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Advantages
More importantly, sales promotion encourages action (the desire to make a purchase), rather than only informing or reminding customers about a product.
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Sales promotions can be beneficial to a business because they boost sales (at least in the short run)
Drawbacks
The cost, Free samples, discounts, prize draws, and so forth all add to the marketing costs of a business.
Can reduce the profit margin on each product - the greater the cost, the lower the profit margin tends to be.
Point of sales promotion
Point of sale is the promotion of goods in retail stores at the place where customers can purchase the goods, such as promotional displays at supermarket counters.
Large and eye-catching in-store displays, stands and posters are used to encourage impulse buying
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Trade shows
Trade shows are promotional events where firms exhibit and showcase their products for sale to potential customers.
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Sponsorships
Sponsorship is a promotional technique that involves funding, supporting or donating resources for an event or business venture in return for prominent publicity.
Word-of-mouth marketing
Word-of-mouth (WOM) promotion refers to the spreading of promotional information from one person to another through verbal communications.
It can be potentially very damaging if the word spreads that a business or its products are sub-standard. This is ever-more important in today's digital world with online platforms for sharing customer feedback.
Guerrilla marketing
Described this form of promotion as "achieving conventional goals, such as profit and joy, with unconventional methods, such as investing energy instead of money".
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Uses untraditional, unconventional, and perhaps unruly but creative and original methods of promotion, on a relatively low budget
Guerrilla marketing is often designed to make the audience unaware that they are being targeted and is favoured by small businessesastheycannotaffordmainstreamATLpromotional methods such as TV or newspaper advertising.
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Advances in technology such as the Internet have made guerrilla marketing more accessible to many businesses.
The most effective guerrilla marketing strategies are simple, flexible, inexpensive and target specific market segments.
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Above the line promotion
Above the line (ATL) promotion is any form of paid-for promotion through the mass media (such as television and radio) to reach a broad audience.
Television advertising
TV adverts can also be designed to meet specific needs,
With advances in technology, such as high-definition digital television, it is possible to broadcast TV adverts to a global audience.
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Marketers must try to get their marketing message across in an incredibly short time frame, usually within 30 seconds.
Cinema
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Advantage
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Unlike television or radio commercials, marketers have a captured audience as it is much harder for viewers to ignore or switch off the adverts
The size of cinema screens can exert more impact compared to other forms of promotion, especially with the increased popularity of 3D movies
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Newspapers
Advantage
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Unlike radio adverts, newspaper adverts can be referred to at a later date meaning that important information can be retained.
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Drawbacks
High costs, particularly for small businesses.
Newspaper firms charge higher prices for adverts with colour, images or photos.
Very short shelf life; people will not usually read yesterday's 'news: so many adverts are simply left unseen and unnoticed.
Radio advertising
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The content of radio advertisements in most countries must be legal, decent, honest and truthful.
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Advances in technology, such as wireless broadband, mean that digital radio commercials can be broadcast to almost anyone around the world.
Drawbacks
Audiences have lower attention levels compared to TV adverts which exploit the dynamics of moving images.
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Can only communicate audio messages, i.e. there is no visual impact.
Magazines
Advantages
High definition, photo-quality colour images to capture the attention of readers.
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Adverts in magazines can be referred back to at a later date, which helps with brand recall and retention of marketing messages.
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Drawbacks
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Many people unintentionally miss or deliberately ignore, the adverts.
There can be a long lead-time between submitting an advert and its actual publication in a magazine.
This means there is a delayed period when sales are potentially lost unless additional methods of promotion are used.
Outdoor advertising
Outdoor advertising refers to the use of commercial billboards, banners, and posters to promote a business, its products or its brands.
Advantages
With advances in technology, the ordinary outdoor advert has been transformed to billboards that automatically rotate
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Digital billboards that can combine moving images and sound gives a dynamic dimension to outdoor advertising.
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Drawbacks
Is difficult to monitor and measuring its effectiveness because targeting specific market segments is difficult
Can be prone to damage caused by bad weather, vandalism and graffiti.
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Research has shown that customers tend to take more notice of ATL promotion as they are more interesting, engaging and appealing.
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Social media marketing
Social media marketing (SMM) refers to the marketing practice of gaining Internet traffic through social media platform such as Facebook, Twitter, YouTube and Google.
Social networking
Social networking refers to any online platform used to build social relationships between people, often because they share things in common. These are ideal sources for social media marketing.
two billion monthly active users so this provides a major promotional platform for many businesses around the world.
Businesses have no control over what is written or shared about their brand, products or services
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Hackers also present a threat as they could deliberately spread false information about the business that can go viral, creating a public relations problem.
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Promotion is a component of the marketing mix. It refers to the methods used to inform, persuade, and/or remind people about a firm's products and brands.