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Promotion

Carmen Yan Ponti Saquicela

Whats promotion?
Refers to the method of communicating messages to the market with the intention of selling something.

For example: sales promotion, branding, publicity, advertising campaign and so on.
Its important especially for the early stage of the products life cycle, but its really expensive.

Objectives of promotion

Inform

Persuade
Remind

Objectives of promotion
Examples

Types of promotion
Above-the-line (ATL) Below-the-line (BTL) Pull promotion

Push promotion

Types of promotion
Examples

Above the line promotion


Television advertising
Radio advertising Cinema Newspaper advertising Magazines Outdoor advertising

Above the line promotion


Examples

Below the line promotion


Branding Slogan

Logos
Packaging Word-of-mouth promotion Direct marketing Direct mail Sales promotion

below the line promotion


examples

Below the line promotion


Examples

Promotional mix
A set of tools that a business can use to communicate effectively about their products and services.

Considering the next acronym (AIDA):


Attention- raise awareness of the product. Interest- keep customers interested. Desire- generate the feeling of desire of the product. Action- encourage customers to take action.

Alternative approach: FAB (Features, Advantages and Benefits). Cost of promotional medium The nature of the product The products position in its life cycle Legislation

Advertising
The science of arresting the human intelligence long enough to get money from it Examples: advertisements on television, radio, billboards, in-store displays, etc. What is said and how it is said, is important when trying to stand out of competence.

Common advertising techniques.


Bargain appeals Celebrity endorsement Comparative advertising Direct response advertising

Feel good factor


Guarantees Numerical or scientific claims Sex appeal Slogans

Types of advertising
Examples

Personal selling
Relies on representative that help and persuade potential customers.

Methods: face-to-face meetings, telemarketing, door-to-door sales.


Advantage Sales person can tailored the customer needs and establish a long-term relationship Disadvantage Sales agents can be expensive to hire, because they are skilled in the knowledge of the product.

Personal selling
Example

Public relations (PR)


Establishes and protects the desired image of an organization. They report events in a positive way and form a businesss point of view. Is a long-term and ongoing strategy.

Heavily relied when a business has to face a crisis.

Sales promotion
Short-term incentives to stimulate sales of product. Example: discount coupons, prize draws, free product sample and trade fairs. Get rid of excess or old products. Attracts new customers. Sales promotion can be very expensive.

Sales promotion
examples

Promotion and business strategy


Considered to be socially irresponsible. It creates jobs for people.

Promotion leads to substantial increase of sales.


High advertising elasticity of demand.

Ambushes or catches the attention of customers through unusual or shocking techniques. It uses the Guerrilla marketing.

Guerrilla marketing
Bag-vertising Bra-vertising

Fancy dress
Stickers

Graffiti
Buzz marketing Lavatories

Guerrilla marketing
Examples

Unethical and socially irresponsible promotional techniques.

Pester Power
Confusion marketing Ambush marketing Infiltration marketing Pop-up advertisements

Unethical promotion
Examples