Download Promotion

Liz Kim
PROMOTION
PROMOTION
Definition of Promotion
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Promotion involves
communication about the
product or service
The communication aims to
inform, influence, and
persuade customers to buy or
use a particular product.
It can increase sales, attract
new customers, encourage
customer loyalty, encourage
trials, and many more.
Promotion is an element in the
marketing mix
What does promotion do?
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Makes your product known
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Helps sell the product
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Makes more people want the
product
Advertising
- control of message
- can be used to build
brand loyalty
Personal Selling
Public relations
-It can grab
customers’ attention
and , customize
messages, interact
with the customers
- establishes credibility
for a product
- achieved at a very low
cost
Sales promotion
Direct Marketing
-It focuses limited resources
on targeted promotion,
personalize the marketing
message, and easily
measure responses and
successes.
- encourages
customers to trial a
product or switch
brands
- effective at
achieving a quick
boost to sales
Merchandising
-It can maximize
the effectiveness of retail
distribution
Sponsorship
- promotes a new
products
- builds a new image
Branding
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Branding is establishing an identity for a product
that distinguishes it from competitors.
The adoption of values, image, awareness,
recognition, quality, features, benefits and name for
a product.
It differentiates the product from competition
Examples of Successful Branding
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Kleenex: Whenever we see tissues, we call it
Kleenex.
LEGO: Plastic toy bricks
Frisbee: whenever we see a flying disk, we call it
Frisbee nowadays.
Chap Stick: everyone calls it lip balm or chapstick,
even if its not chap stick
DVD: Any disks that play movies or storage files
Competitive Advertising:
Communicates the unique benefits of a product,
and differentiates it from the competition.
Ex) Samsung galaxy vs. IPhone
Persuasive:
seeks to entice consumers into purchasing
specific goods or services, often by
appealing to their emotions and general
sensibilities
Ex )  They are happy when they drink
Guinness
Informative :
A promotional effort at generating interest
in a good, service, or organization by
providing consumers with information
5 M’s
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Mission: objectives
Money: to pay for the campaign
Message: to be delivered
Media: choice of advertising media
Measure: measuring the impact of the campaign
6 Main Advertising Media
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Print Media (Newspaper and magazines)
Advantages: Widely read and it can target specific market
segments
 Disadvantages: Short life and has low impact on people
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Television
Advantages: Large audience and low cost per exposure
 Disadvantages: High cost and limited time space
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Radio
Advantages: cheap and relatively mobile
 Disadvantages: limited impact and no vision
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6 Main Advertising Media
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Cinema
Advantages: High impact and can be specifically targeted
 Disadvantages: limited audience and may only be seen
once
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Outdoors (billboards)
Advantages: Repeatedly seen and targets particular area
 Disadvantages: Message can be too short, and is difficult to
measure effectiveness
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Internet
Advantages: Cheap, and easy to set up
 Disadvantages: Limited audience, and technical problems
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Two TV Commercials
http://www.youtube.com/watch?v=3tI4CbCniB
I&feature=relmfu
 This Old Spice commercial is the definition of a
good commercial because you can watch it
more than once without getting bored. It’s
funny and guaranteed every time you watch it,
you will laugh.
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Two TV Commercials
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http://www.youtube.com/watch?v=EMo6o0BtFG8
This is a competitive type of advertising. It
compares the product with other products to inform
the consumers of its differential advantages.