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PROMOTION Esther Lee Definition of Promotion • Promotion is marketing communication. • The communication aims to inform, influence and persuade customers to buy or use a particular product. • Promotion increases sales, attract new customers, encourage customer loyalty, encourage trial, reassure new customers and many more. • It is an element of the marketing mix. Advantages • Advertising : It covers a wide audience, controls the messages and can build brand loyalty. • Personal selling: It catches customers’ attention, customizes messages and interact with the customers. • Sales promotion: It helps to achieve a quick boost to sales and encourages customers to trial a product or switch brand. Advantages • Merchandising: It maximizes the effectiveness of retail distribution. • Public relations: It aims at achieving favorable publicity about the business, building the image and reputation of business or products and communicating effectively with customers. • Sponsorship: It is a specialized form of public relations. It should benefit both sides, the company sponsoring and the company sponsored. Advantages • Direct marketing: It focuses limited resources on targeted promotion, personalize the marketing message and easily measure responses and successes. Branding • Branding is adoption of values, image, awareness, recognition, quality and name of a product. The company uses branding as a means of sustaining competitive advantages. Branding encompasses the intangible values created by a badge of reassurance. • Branding is establishing an identity for a product that distinguishes itself from competitors (differentiating product from competition) Examples of Successful Branding • Disney: cartoons, tourism, real estate and games • LEGO: plastic toy bricks • DVD: any disks that play movies or have files in them. • Kleenex: whenever we look for tissues, we call it Kleenex. • FedEx: delivery Types of Advertising • Informative advertisement explains how a product works, constructs an image for the brand, informs potential customers of services offered and corrects mistaken impressions. An example is GM’s advertisement. Types of Advertising • In competitive advertising, a company points out its company’s differentiable advantages or put down the competition to get ahead of the game. Types of Advertising • Persuasive advertisement encourages people to switch from the brand they are currently using to its company’s brand. The 5 M’s • Mission: advertising objectives • Money: paying for the campaign • Message: delivered message to consumers • Media: which media is chosen for advertising • Measure: measuring the impact of advertising 6 Main Advertising Medias • Print media (Newspaper & magazines) • Advantages: frequently printed, widely read and has an access to local, regional and national areas. • Disadvantages: Short life and is outdated • Television • Advantages: specific group can be targeted, large audience • Disadvantages: limited time space and high cost • Radio • Advantages: inexpensive and relatively mobile • Disadvantages: limited attention (no vision), local 6 Main Advertising Medias • Cinema • Advantages: attracts large audience and specific target • Disadvantages: limited audience and often only be seen once • Outdoors (billboards) • Advantages: seen multiple times, targets particular area • Disadvantages: potential traffic hazard, too short messages • Internet • Advantages: cheap, easy to update • Disadvantages: Limited audience, technical problems YouTube Videos House Hippo Commercial This commercial attracts people’s attention with this little hippo running around the house and his cuteness. This is a good commercial because it expresses a strong message – Don’t believe what you see on the television – and appeals to audiences. MAC Commercial There are two characters, a Mac and a PC, in this commercial. These two characters is having a conversation. This video is effective because it is entertaining, funny and shows Mac’s superiority. This commercial shows that the Mac pokes fun at what is true of PC computer.