promotion -business & management

7/28/2019 Promotion -Business & Management

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PromotionCarmen Yan

Ponti Saquicela


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Whats promotion?

Refers to the method of communicating messages

to the market with the intention of sellingsomething.

For example: sales promotion, branding, publicity,

advertising campaign and so on.

Its important especially for the early stage of the

products life cycle, but its really expensive.


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Objectives of promotion

Inform

Persuade

Remind


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Objectives of promotionExamples


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Types of promotion

Above-the-line (ATL)

Below-the-line (BTL)

Pull promotion

Push promotion


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Types of promotionExamples


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Above the line

promotionTelevision advertising

Radio advertising

Cinema

Newspaper advertising

Magazines

Outdoor advertising


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Above the line promotionExamples


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Below the line

promotionBrandingSlogan

Logos

Packaging

Word-of-mouth promotion

Direct marketing

Direct mail

Sales romotion


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below the line promotionexamples


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Below the line promotionExamples


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Promotional mix

A set of tools that a business can use to communicate

effectively about their products and services.

Considering the next acronym (AIDA):

Attention- raise awareness of the product.

Interest- keep customers interested.

Desire- generate the feeling of desire of the product.

Action- encourage customers to take action.


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Alternative approach: FAB (Features, Advantagesand Benefits).

Cost of promotional medium

The nature of the product

The products position in its life cycle

Legislation


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The science of arresting the human intelligence

long enough to get money from it

Examples: advertisements on television, radio,

billboards, in-store displays, etc.

Whatis said and howit is said, is important whentrying to stand out of competence.

Advertising


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Common advertising

techniques.Bargain appeals

Celebrity endorsement

Comparative advertising

Direct response advertising

Feel good factor

Guarantees

Numerical or scientific claims

Sex appeal

Slogans


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Types of advertisingExamples


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Personal selling

Relies on representative that help and persuade

potential customers.

Methods: face-to-face meetings, telemarketing,

door-to-door sales.

Advantage Disadvantage

Sales person can tailored

the customer needs and

establish a long-term

relationship

Sales agents can be

expensive to hire, because

they are skilled in the

knowledge of the product.


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Personal sellingExample


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Public relations (PR)

Establishes and protects the desired image of an

organization.

They report events in a positive way and form a

businesss point of view.

Is a long-term and ongoing strategy.

Heavily relied when a business has to face a crisis.


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Sales promotion

Short-term incentives to stimulate sales of product.

Example: discount coupons, prize draws, free

product sample and trade fairs.

Get rid of excess or old products.

Attracts new customers.

Sales promotion can be very expensive.


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Sales promotionexamples


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Promotion and

business strategyConsidered to be socially irresponsible.

It creates jobs for people.

Promotion leads to substantial increase of sales.

High advertising elasticity of demand.

Ambushes or catches the attention of customers

through unusual or shocking techniques. It uses

the Guerrilla marketing.


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Guerrilla marketing

Bag-vertising

Bra-vertising

Fancy dress

Stickers

Graffiti

Buzz marketing

Lavatories


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Guerrilla marketingExamples


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Unethical and socially irresponsiblepromotional techniques.

Pester Power

Confusion marketing

Ambush marketing

Infiltration marketing

Pop-up advertisements


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Unethical promotionExamples

promotion -business & management

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