Download Chapter 31: Using the marketing mix

Chapter 31: Using the
marketing mix
Promotion
What is promotion?
• The process of communicating with customers or
potential customers
• Can be informative (intended to increase consumer
awareness of the product and its features)
• Can also be persuasive (intended to encourage
consumers to purchase the product, usually through
messages that emphasise its desirability)
• Often categorised in 2 ways: Above-the-line
promotions (advertising through media (newspapers,
tv, radio, the cinema, posters) or Below-the-line
promotions (all other promotions such as public
relations, merchandising, sponsorship, direct
marketing, personal selling and competitions)
Aims of Promotion - AIDA
• Attention – first step in a promotional strategy
is to get the attention of the consumer
• Interest – gain the interest of the consumers,
make the consumers want to find out more
about the product
• Desire – provide the consumer with more
specific reasons for purchasing the product
• Action – converting desire on the part of the
consumer into the action of purchasing the
product.
Elements of the promotional mix
• Public Relations (PR) – gaining favourable publicity
through the media
• Branding
• Merchandising – attempts to persuade consumer to
take action at the ‘point of sale’ (PoS)
• Sales Promotions
• Direct Selling (direct mail, telephone, door-to-door,
personal selling)
• Advertising
• Sponsorship
• Trade Fairs and Exhibitions
Influences on the choice of
promotional mix
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Objectives of the campaign
Costs and budgets
The target market
The balance of promotions in a campaign
Legal factors
External factors