Download PPT A1.1.6 Marketing and Promotion

Marketing and Promotion
Changes in Advertising
A 1.1.6
Marketing and Promotion
The main purpose of advertising is to:
 Get
more people to buy
 Get people to buy more
Marketing and Promotion
The four P’s of Marketing (+ 1)
 Price
 Product
 Place
 Promotion
 People
Marketing and Promotion
Marketing Tools
 Advertising
 Sales Promotion
 Public Relations
 Sponsorship
 Direct Marketing
Marketing and Promotion
Advertising- portraying the product in a
way that makes people want to buy it
Main media:

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



TV Advertising
Cinema
Radio
Print Based
Posters
CCTV
Marketing and Promotion
AIDA
 A – Attract
 I – Interest
 D – Desire
 A - Action
Marketing and Promotion
Sales Promotion – Adding value to
increase sales

Added Value Offers
 Point of Sale
 Hands On Trials
 Radio Promotions
 Joint Promotions
 Competitions – National Challenges
Marketing and Promotion
Public Relations – achieving as much
publicity as possible, preferably
without paying for it

Free Media Coverage
 Newsworthy Press Releases
 Celebrity Endorsements
 Special Events – World Cup/Olympics
Marketing and Promotion
Sponsorship
 Broadcast
 Team
 Event
Marketing and Promotion
Direct Marketing
 Direct
mailing to customers
 Direct contact with customers
Changes in Advertising
Six Key Changes
Changes in Advertising
Content of Adverts
 Move from emphasis on Product to
emphasis on Brand
Media

Development of technology
 Computer Generated Imaging(CGI)
 Morphing
 Viral Advertising
Changes in Advertising
Audience
 More Sophisticated
 Better Educated
 Media Literate
 Brand Aware
Changes in Advertising
Marketers
 Change
of emphasis by marketers in
response to the previous points –
content, media and audience
Changes in Advertising
Markets
 Market Developments
 Changing Markets
 Children Growing Older Younger
 Not Confined to Countries by
Language
 Power of the Image
Changes in Advertising
Advertising
 Advertising practice and processes
have had to in respond to these
developments and changes or fail
and fall in its original intention –
increase in demand for the product,
revenue
Changes in Advertising
The THREE P’s of Advertising:
 Product
 Position
 Personality
Changes in Advertising
Creating a Brand Image
 The Brand Image must be tested
against producers perceptions
 It must also be tested against the
audience/consumers expectations
 Importance of Market Research
Changes in Advertising
Branding – Brand Image
Branding is a key device since it removes the product
from some of the most direct elements of the competition.
Suppliers of service industry product have considerable
difficulty in differentiating their product from competitors.
Even if they manage to find a unique feature it is likely to
be copied rapidly. Larger service companies tend to rely
on branding – typically using the company name
Changes in Advertising
Brand 1
 Name, term, design, symbol, logo or
other feature that a company uses to
identify its product or service.
Companies try to create an attractive
positive image for their brand in
different ways
 How will you brand your
Product/Service?
Changes in Advertising
Brand 2
 Brand Extension – using a
successful brand to introduce a new
product within a similar category
from the same company e.g. soft
drink – diet version or new flavour,
new car model
 How will you develop your product
service?
Changes in Advertising
Brand 3
 Adapting the marketing mix for a
brand to keep it popular and up to
date
 What
will be the marketing mix for
your product/service?
Changes in Advertising
Product Personality
 Substance – defined by shape,
weight, how delicate, how robust
 Image – will appeal at different levels
to different market segments
 Utility Value – WIIFM – value that the
user feels accrues to them
Changes in Advertising
Product Life Cycle
 The notional longevity of a product
or service
 The PLC can be extended by careful
control of the Marketing Mix
 Price - Place - Product - Promotion
Changes in Advertising
Boston Group Matrix – Product
Development
Problem
Rising
Children
Stars
Cash
Cows
Dead
Dogs
Changes in Advertising
 Market
 How
Segmentation
an individual product may be
targeted at the consumer
 How will you segment the market for
your customers/clients?
Changes in Advertising
 Market
 How
Share
a company will try and capture as
much of the market for a given product
 Do you know what your market and
market share is?