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PROMOTION

This is any form of communication used to
draw attention to a product.

Use it to gain new customers or retain
existing ones.
AIMS OF PROMOTION

3 aims:
1.
To persuade customers to buy
2.
To inform customers about the product
3.
To remind customers about a product
ABOVE-THE-LINE PROMOTION

This is using independent media.

Basically it is about advertising.
ADVERTISING

1.
2.
2 Types
Informative – used to tell customers about
products, whether new or modified.
Persuasive – used to get customers to buy a
product. Normally qualitative information.
DIFFERENT METHODS
MEDIUM
TV
Daily Papers
ADVANTAGES
National
coverage
Reaches wide
group
Dynamic
National
DISADVANTAGES
Expensive
Target
wrong areas
coverage
Can be expensive
Belief in papers
Only read by
High attention value particular groups
Market segments
identified.
MEDIUM
Radio
Cinema
Outdoor Media
ADVANTAGES
DISADVANTAGES
Less
expensive than TV
Captive audience
Message
Combines
visuals,
sound and colour
Can target locally
Limited
High
May
visual impact
Frequently seen by
passers-by
Wide choice of location
is only in sound
Hard to reach target
market
Listeners may lose
interest
market coverage
Expensive
go unnoticed
Can be expensive.
CONTROLS ON ADVERTISING

Advertising Standards Authority (AQA)

Independent Television Commission (ITC)

Pressure Groups

Trades Descriptions Act (1968)
PRODUCT ENDORSEMENT

Famous celebs/sports people are paid to wear and
use a particular product.

Advantages include:

Gives a good image of the firm
Consumers may buy to be like the celebs
Increases sales if personality is successful
Consumers associate products with that person




Disadvantages include:

High costs involved
Image can suffer if personality has a problem
Choice has to be made carefully to ensure
right image is portray


PRODUCT PLACEMENT

Paying for the firm’s products to be used in a
film or TV programme.
BELOW-THE-LINE PROMOTION

This is controlled directly by the business.

It allows the firm to target the consumer they
hope will want to buy their products.
SALES PROMOTIONS

2 types
1.
Into-the-Pipeline

Used to increase sales to shops and help them
sell the product.

Includes: competitions, point of sale materials,
sale or return, staff training, credit facilities, bulk
buying discount.
Out-of-the-Pipeline
2.

Used to help trade outlets persuade customers
to make a purchase.

Includes: free trial packs, bonus packs and
money off coupons, loyalty cards, competitions