The Marketing Mix:
Promotion
What you need to know:
METHODS OF PROMOTION: Personal Selling Advertising Sales promotion Public relations Sponsorship Above-the-line v. Below-the-line promotion The cost effectiveness of different methods
What is promotion?
Communicating with customers and potential customers about the business, its products and services.
Categories of promotion
1. Above the line 2. Below the line
Rely on a branch of the media, independent of the business. Examples: Advertising on TV, in newspapers, cinema etc.
Do not rely on the media, business is able to control these directly. Examples: Personal selling, sales promotion, sponsorship etc.
Objectives of advertising
Raise awareness of a product or service Reach a target audience Remind customers of an existing product Switch consumption Create an overall corporate image
The ‘AIDA’ model
Devised by E.K. Strong, it outlines the process through which successful promotion should take customers: Attention must be attracted Interest must be maintained Desire must be aroused Action must be taken (purchase made)
1. 2. 3.
4.
Advertising
Most advertising is designed to be one or both of the following:
1. Informative
2. Persuasive
Advertising media
What influences the choice of advertising media?
For your media, assess the following: What are the advantages? What are the disadvantages? Which products or services tend to be advertised on this media and why? Are there any examples of businesses or products that successfully used your media?
Influences on advertising media
Cost Audience reached Advertising of competitors The Impact The law Marketing mix Presentation of information
Corporate Advertising
Involved in promoting the business as a whole, rather than individual products or services Usually focused on developing a focused brand, associated with products and services that may be very different
Controls on advertising
LEGISLATION Trade descriptions Act 1968
Monopolies and restrictive practices Act 1948
INDEPENDENT BODIES Advertising Standards Agency (ASA) Independent Television Commission (ITC)