promotion joe chou. what is promotion? promotion is communicating a product or service to consumers....
TRANSCRIPT
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PROMOTI
ON
J OE
CH
OU
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WHAT IS PROMOTION?
Promotion is communicating a product or service to consumers.
Promotion is an element in the marketing mix.
Communication techniques aimed at informing, influence and persuading customers to buy or use a particular.
Product promotions are designed to increase sales of a product or service. Promotional tactics run the gamut - from coupons to "two-fer" sales to straight dollar markdowns or percentage discounts and simple advertising blitzes.
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ADVANTAGES
Advertising:• the form of communication• Repetition means that the
message can be communication
• Can be used to build brand loyalty
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PERSONAL SELLING
• uses skills and techniques for building personal relationships with another party
• High customer attention• Message is customized• Interactivity• Adaptable• Opportunity to close the sale
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SALES PROMOTION
• customers may feel a sense of urgency and stop comparing the alternatives.
• Effective at achieving a quick boost to sales
• Encourages customers to trial a product or switch brands.
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MERCHANDISING
• A lot of thought goes into the process.
• refers to the whole range of activities that are associated with selling a product.
• Displaying products to maximize sales
• Operates at the ‘point-of-sale’
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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
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SPONSORSHIP
Sponsoring events that appeal to their market are likely to shape buying attitudes and help generate a positive reaction.
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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
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What is branding?
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Branding is establishing an identity for a product that distinguishes it from competitors.
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WHY BRANDING
• To target segments• To aid recognition• To protect the product• To promote the product• To convey the image of the
product
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5 PRODUCTS BRANDED
COCACOLA
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Iphone
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Lay’s
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Starbucks
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DELL
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TYPES OF ADVERTISING
• Informative – provides information
• Persuasive – to encourage brand switching
• Competitive – to point out differential advantages
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5 MS OF ADVERTISING
• Mission – objectives
• Money – to pay for the campaign
• Message – to be delivered
• Media – choice of advertising media
• Measure – measuring the impact
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Advertising medias
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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
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DISADVANTAGES:
• Short life • Low impact• Not every group reads
a paper• High costs especially
for national newspaper
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2. TELEVISION
• Advantages:• Large audience• Low cost per exposure• High impact – color, sound
and movement• Can target specific groups
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DISADVANTAGE:
• 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
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RADIO
• Advantages:• Relatively inexpensive• Can target specific
segment• Relatively mobile• local
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DISADVANTAGE:
Limited impactNo visionShort lifeListener’s attention limitedAudio wallpaperMainly local rather than
national
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CINEMA
Advantages:High impactCaptive audienceCan be specifically targetedLocal audienceVisual, sound, ,movement
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DISADVANTAGES:
• Limited audience• Mainly young audience• Short lived message• May only be seen once
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OUTDOOR
• Advantages:• Repeatedly seen• Target particular area• May encourage impulse
buying if close to shops• Local media
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DISADVANTAGE:
• Message must be short and simple
• Cannot target socio economic groups
• Rarely attract full attention • Short lived• Difficult to measure effectiveness
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INTERNET
• Advantages:• Cheap• Easy to set up• Easily updated• Number of hits can be monitored –
useful measure of effectiveness
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DISADVANTAGES
• Problems of connecting• Limited audience• Technical problems• Banner adverts not very
effective• Search engine listing can be
costly
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TV COMMERCIALS
This sow that have a great benefit in sailing produce. They also provide a lot of useful information about products. People interesting in these process because that have a lot of advantage.