michael.d blk: c 1. title...
TRANSCRIPT
PROMOTION
Michael.DBlk: C
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Table of ContentsTitle page…………………………………………………………………………………………1Table of Contents………………………………………………………………………………2Defining promotion……………………………………………………………………………3The Advantages…………………………………………………………………………………4What is Branding………………………………………………………………………………..55 products branded………………………………………………………………………….6,73 types of advertising………………………………………………………………………….8The 5 Ms of advertising……………………………………………………………………….96 main advertising medias…………………………………………………………………10Advantages and Disadvantages……………………………………………………………11Commercials…………………………………………………………………………………..12
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Defining promotion
Effective methods of promotion
for different types of product or
business. They are also factors to
consider when choosing the
promotional mix.
Promotion involves communication
about the product or service. The
main aim of promotion is to ensure
that customers are aware of the
existence and positioning of product.
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The Advantages
Advertising
- Control of message
- Can be used to build brand loyalty
Personal Selling
- High customer attention
- Potential for development of relationship
Sales Promotion
- Effective at achieving a quick boost to sales
- Encourages customers to trial a product/switch brands
Merchandising
- Displays products to maximize sales
- Allows customer and seller to have both their needs
Public relations- Can create goodwill toward an individual, business, cause or product- Win the trust of the customers to buy product
Sponsorship- It can form public relations- Can benefit both sides
Direct marketing- Can personalize the marketing message- Easy to test different marketing messages
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What is ing?Branding is the adoption of values, image, awareness, recognition, quality, features, benefits, and name for a product.
Why we brand is because; - To differentiate the product- To aid advertising- To build loyalty- To communicate value of product- To target segments- To aid recognition- To protect the product- To promote product
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5 products brandedPepsi-Coke
PC-IPad
Blackberry-IPhone
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5 products branded
pt 2
Dell-Intel
DVD-Blue ray
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3 Types of Advertising
• Informative provides information
• Persuasive to encourage brand switching
• Pioneering to introduce a new product
http://www.youtube.com/watch?v=CHoPTmtu9cY&feature=pyv
http://www.youtube.com/watch?v=WztnJkER6GY
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The 5 Ms of advertising
- Mission objectives
- Money To pay for the campaign
- Message To be delivered
- Media Choice of advertising media
- Measure Measuring the impact
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6 main advertising medias- Print media- newspaper and
magazines
- Television
- Radio
- Cinema
- Outdoors (billboards)
- Internet 10
Print Media
Television
Radio
Cinema
Outdoors
Internet
Advantages Disadvantages
- Large audience- Low cost per exposure- Can target specific groups- High impact
- Very high overall cost- Limited prime time space- Short lived- May not be watched
- Relatively inexpensive- Can target specific segment- Relatively mobile- local
- Limited impact- No vision- Short life- Listeners attention limited
- Widely read- Can target specific segments- Short lead time- Inexpensive compared to television
- Short life- Low impact- May get lost in the rest of the paper- Not everyone reads newspapers
- High impact- Captive audience- Specifically targeted- Local audience
- Limited audience- Mainly young audience- Short lived message- May only be seen once
- Repeatedly seen- 24/7 coverage- Target particular areas- Local media
- Message must be short and simple- Cannot target social economic groups- Short lived- May be seen as traffic hazard
- Cheap- Easy to set up- Easily updated- # of hits can be monitored
- Problems of connecting- Limited audience- Technical problems- Banners ads not very effective
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http://www.youtube.com/watch?v=R55e-uHQna0
http://www.youtube.com/watch?v=hsvAj6qfmFQ
These commercials are good because they give out a strong message to what they’re selling, and doing it in a comedy way. One makes fun of the Star Wars force, and the other uses children's fear of clowns to make fun of the commercial 12