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Transcript
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 • • • • • • Objectives of the campaign Costs and budgets The target market The balance of promotions in a campaign Legal factors External factors
