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Creative Product Promotion
Introduction to Promotion Methods
Aims and Objectives of the Session
The aim of this session is to re-cap the concept of branding and
examine the promotional mix.
Objectives
• Recap the essence of branding and complete the research task
• Identify the different elements of the promotional mix and
analyse the elements of the promotional mix
• Evaluate the different ways the promotional mix can be used
effectively
Branding: Report Work
I want you to investigate reasons why one of the
followings brands has increased in value in the last
12 months and why that brand is so powerful?
Write a one side report to the your Managing Director
stating the reasons why!
Promotional Methods
Public Relations:
The use of editorial space and
broadcast time that is not paid for
directly. Not advertising
Direct Marketing:
Communicating directly
with customers in the
target market
Promotional
Tools
Sales Promotion:
Promotions when products
are bought, such as Buy
One Get One Free
Advertising:
Carrying a message
using media such as
TV, radio, cinema,
newspapers,
magazines & internet
Sponsorship:
Supporting an event, an activity or an organisation in
exchange for having its name or product brand name
linked directly with whatever is being sponsored
Activity
In groups of 3 and 4 please find examples of
the following:
Sales Promotion
Public Relations
Advertising
Direct Marketing
Sponsorship
Aims and Objectives of the Session
The aim of this session is to re-cap the concept of branding and
examine the promotional mix.
Objectives
• Recap the essence of branding and complete the research task
• Identified the different elements of the promotional mix and
analysed the elements of the promotional mix
• Evaluated the different ways the promotional mix can be used
effectively