Download Advantages

Sharon Wu
It equals marketing communication. It
involves communication about the product
the product or service.
Promotion is an element in the marketing mix.
Communication techniques aimed at
informing, influence and persuading
customers to buy or use a particular.
1. Advertising
•
•
•
•
Wide coverage
Control of message
Repetition means
that the message
can be
communication
Can be used to build
brand loyalty
2. Personal selling
•
•
•
•
•
•
•
High customer
attention
Message is customized
Interactivity
Persuasive impact
Potential for
development of
relationship
Adaptable
Opportunity to close
the sale
3. Sales promotion
•
•
Effective at achieving a
quick boost to sales
Encourages customers
to trial a product or
switch brands.
4. Merchandising
• Displaying products to
maximize sales
• Operates at the ‘point-ofsale’
5. Public relations
•
•
•
Can achieve favorable
publicity about the
business
Can communicate
effectively with
customers and other
stakeholders
Can build the image and
reputation of the
business and its
products, particularly
amongst customers
6. Sponsorship
• Sponsoring events
that appeal to their
market are likely to
shape buying
attitudes and help
generate a positive
reaction.
• Promotes the 'Brand
Image'
7. Direct Marketing
•
•
•
•
•
Focus limited resources on targeted
promotion
Can personalize the marketing message
Relatively easy to measure response &
success
Easy to test different marketing
message
Cost-effective if customer database is
well managed
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.
A brand is the sum of the characteristics of a product
perceived by user.
•
•
•
•
•
•
•
•
•
•
To differentiate the product
To aid advertising
To build loyalty
To facilitate recall
To communicate value of the product
To target segments
To aid recognition
To protect the product
To promote the product
To convey the image of the product
Pepsi-Coke
Lyreco
Dell-Intel
Media clip
PC-IPad
Types of
advertising
Informative – provides information
Persuasive – to encourage brand switching
Competitive – to point out differential advantages
• Mission – objectives
• Money – to pay for the campaign
• Message – to be delivered
• Media – choice of advertising media
• Measure – measuring the impact
1. Print media – newspaper and magazines
Advantages:
• Widely read
• Short lead time
• Local. Regional and
national papers
available
• Color printing adds to
impact
• Inexpensive compared
to television
Disadvantages:
• Short life
• Low impact
• Not every group reads
a paper
• High costs especially for
national newspaper
2. Television
Advantages:
Disadvantage:
• Large audience
• Low cost per exposure
• High impact – color, sound
and movement
• Can target specific groups
•
•
•
•
Very high overall cost
Limited prime time space
Short-lived
May not be watched –
visual wallpaper
• Proliferation of channels
• Reduces audience
• Conveys only a limited
message
3. Radio
Advantages:
Disadvantage:
• Relatively
inexpensive
• Can target specific
segment
• Relatively mobile
• local
•
•
•
•
Limited impact
No vision
Short life
Listener’s attention
limited
• Audio wallpaper
• Mainly local rather
than national
4. Cinema
Disadvantages:
•
•
Advantages:
•
•
•
•
•
High impact
Captive audience
Can be specifically targeted
Local audience
Visual, sound, ,movement
•
•
Limited audience
Mainly young
audience
Short lived message
May only be seen
once
5. Outdoor
Advantages:
• Repeatedly seen
• Target particular
area
• May encourage
impulse buying if
close to shops
• Local media
Disadvantage:
• Message must be
short and simple
• Cannot target socio
economic groups
• Rarely attract full
attention
• Short lived
• Difficult to measure
effectiveness
6. Internet
Advantages:
•
•
•
•
Cheap
Easy to set up
Easily updated
Number of hits can be
monitored – useful
measure of
effectiveness
Disadvantages:
•
•
•
•
Problems of connecting
Limited audience
Technical problems
Banner adverts not very
effective
• Search engine listing can
be costly
TV commercials
These styles are unique. These commercials show good quality
and benefits of products. They also provide a lot of useful
information about products. Human will be interested in these
products because of these advertisements.