the marketing mix promotion and place
TRANSCRIPT
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The marketing mix-promotion and place
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Introduction Why is promotion an important part of the marketing mix?
Promotion- The use of advertising, sales promotion, personal selling, direct mail, trade fairs, sponsorship and public relations to inform consumers and persuade them to buy.
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Promotion objectives
Increase sales
Raise consumer awareness
To remind consumers of an existing product
To encourage increased purchases by existing
consumers or to attract new consumers to the brand.
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To demonstrate the superior qualities of a product
To create or reinforce the brand image of a product
To correct misleading reports about the product
To develop or adapt the public image of the business
To encourage retailers to stock and actively promote products to the final consumer
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Promotion decisions
Promotion mix- The combination of promotional techniques that a firm uses to sell a product.
Advertising
Above-the –line promotion
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Informative advertising- promoting a new product
Persuasive advertisingLittle difference between products
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Advertising Agencies
Advise businesses on the most effective way to promote products.
Can offer a complete promotional strategy.
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Advertising Agencies
Research the market.
Advise on the most cost-effective forms of media to be used to attract potential consumers.
Use their own creative designers to devise adverts appropriate to the media to be used.
Film or print adverts & give feedback to the client after monitoring the public’s reaction.
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The Cadbury gorilla advertisement
Pg. 316
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Advertising decisions- which media to use?
Cost
Size of audience
The profile of the target audience in terms of age, income levels, interests and so on.
The message to be communicated
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Advertising decisions- which media to use?
The other aspects of the marketing mix
The law and other constraints