Please enable JavaScript.

Coggle requires JavaScript to display documents.

Promotion - Coggle Diagram

- - - - Involves talking with the media to inform people about your brand and product
      - Press releases are announcements of key business decisions or developments that are sent to media outlets such as newspapers
    - - he act of supporting an event, activity, person, or organization financially or through the provision of products or services.
      - INcrease visibility for the brand and can enhance reputation and credibility
    - - Giving resources to a certain community to increase the reputation of a business
    - - Eye catching events or activities designed to attract media
    - - Business invite customers or suppliers to find out more things about the business
      - This gives credibility to the business
  - - - Bigger companies get better results with PR
      - CAn be time consuming and dificult to measure the impact
    - - cost-effective when compared to other types of advertisement
      - Has the potential to reach a wide audience
      - Enhances business credibility and reputation
- - - - adertisement that uses media
      - Advertisements on television or radio, exp: pipas grefusa
      - adv
        
        Reaches a wider audience
        
        Increases brand recognition
      - Features of above the line promotion
        
        non-targeted
        
        NOt tailored for customer segment or specific customer needs
        
        High cost
        
        Need significant budgets as it costs a lot of money to anounce yourself in media like tv
        
        mass reach
        
        Aims to reach the largest audience possible
        
        Brand building
        
        It helps to build up brand recognition and and familiarity with customers
      - Types of above the line promotion
        
        Persuasive
        
        To influence customer's attitudes and behaviours
        
        Reassuring
        
        Remind existing customers about a product
        
        Informative
        
        Provides factual information about a product
      - Advantages and disadvantages
        
        Advantages
        
        USeful to create a strong brand image
        
        Creates credibility and trust aong customers
        
        Increases brand recognition
        
        Advertisement is impactful
        
        Reaches a large audience, which provides more visibility+
        
        Disadvantages
        
        May not successfully reach the intended audience
        
        There is a decrease in traditional consumption of media
        
        CAn be expensive
    - - does not use media
      - examples
        
        sponsor
        
        special offers
        
        exp: Advertisement in football t-shirts (for example spotify in barça)
      - Features of
      - Types of below the line promotion
        
        Sales promotion
        
        Encourages sales through offering temporary incentatives
        
        dis
        
        CAn mean profits are reduced
        
        May bring deel seeking customer who won't be loyal to the brand
        
        Demand for full priced products will be reduced
        
        adv
        
        Can be targeted to specific customer segments
        
        Encourages impulse purchases
        
        Help clear up stock to promote a new product
        
        Sales recieve a quick boost
        
        PErsonal selling
        
        When a sales person interacts with a customer in a one-to one conversation
        
        dis
        
        CAn be expensive as you need to hire and train staff
        
        Difficult to reach a large audience
        
        adv
        
        Can obtain personal advice and guidance
        
        Builds up relationship with specific customers
        
        DIrect marketing
        
        INvolves communicating directly with customers
        
        dis
        
        Means that you don't have an established customer database
        
        May be percieved as spam
        
        adv
        
        MEasurable so business can track their results
        
        Allows to target a specific audience
        
        Merchandising
        
        The use of point-of-sale materials, product displays and store layout
        
        dis
        
        Can be lost between other promotions
        
        adv
        
        Effective which means sales will increase
        
        Exhibitions and trade fairs
        
        Attending meetings means that the business can meet customers face-to face
        
        dis
        
        Can be expensive and require good interpretation skills
        
        adv
        
        Targets a specific market
        
        Has the potential to attract media attention
- - - - Create perception of quality and reputability