CH20 - Promotion Flashcards
What is promotion ?
The uses of advertising, sales, promotion, personal selling, direct mail, trade fairs, sponsorships and public relations to inform consumers and persuade them to buy something.
What is advertising ?
Paid for communication to inform and persuade consumers using media such as TV & newspapers.
What is direct promotion ?
A range of promotional actives aimed directly at target customers ; know as direct marketing
What is Sales promotion ?
Incentives such as special offers or special deals directed to consumers / retailers to achieve short term sales increase and repeat purchases by consumers.
What is the Promotion Mix ?
The combination of promotional techniques that a firm uses to sell a product.
What objectives can be used to measure the successes of a promotional campaign ?
- Increasing sales by raising consumer awareness
- Increasing consumer recall of an existing product & its distinct qualities
- Increasing purchases by existing customer or attracting new competitors
- Creating and reinforcing the brand image
- Correcting misleading reports about the project after a scare/ incident involving the product
- Improving public image of business
- Encouraging retailers to hold inventories of products and promoting them
What will a successful campaigns included ?
- Public relations & Publicity
- Promotion (WIN/FREE/SAVE)
- Direct Marketing
- New Media
- Event Marketing
- Advertising
- Idea
What is informative advertising ?
Adverts that give information about a product rather than just trying to create a brand image, can include price technical specifications & main features
What is persuasive advertising ?
Adverts trying to create an image or brand identity, this is the most common form of advertising
What is Print advertising ?
Newspaper, magazines and specialist publications.
What is the advantage to Print advertising ?
Can be directed at particular towns or regions or consumers who read particular special interest magazines
Can be caught out and kept by consumer for future reference
What is the downside of Print Advertising ?
It is expensive for national coverage
It is less effective with younger consumers than digital communication
What is Broadcast Advertising ?
Advertising on TV, radio and in cinemas.
What is the advantage to Broadcast Advertising ?
Adverts have a visual appeal and can create a brand image with the actors used
Visually dramatic and can linger in the memory of people (Cadburys- Phill Collins)
What is the downside to Broadcast Advertising ?
It is expensive to buy the media time
It is expensive to design and produce the adverts
There is no permanent hard copy
What is the advantage of outdoor advertising ?
It is low cost compared to other media
It can be located in prime positions with many potential customers
It can be seen more than once
What is outdoor advertising ?
Includes billboards and bus shelter posters
What is the downside to outdoor advertising ?
The best locations are the most expensive
It can be damaged / vandalised and many people will not notice this type of advertising
What is Product placement advertising ?
Products that are feature in TV shows and films
What is the advantage of Product Placement advertising ?
the chosen show or film will be targeted at the particular type of customer it created, a desirable image if the product is associated with famous actors
It is not explicit advertising, some customers assume that the product is being used because its good/desirable not because someone has paid for its placement
What are the drawback of Product Placement advertising ?
The show or film may become less popular
It is very expensive if the show or film is well known
What is Guerrilla advertising ?
Products that are advertised at surprising and unconventional events to make the public take notice
What are the advantages of Guerrilla advertising ?
It can be low cost - Graffiti (Legal) on walls
It can be creative and inventive and appeal to younger customers
It encourages word of mouth communication
Staged event may receive free publicity from the media
What are the drawbacks of Guerrilla advertising ?
The message may be misunderstood
It could be considered a irresponsible and could lead to negative impact / image
Could be remembered for the wrong reasons
What is Sponsorship ?
Involves the payment by a business to become associated with an event, individual or sports team
What are the benefits of a sponsorship ?
The largest events have global press and TV coverage
Success of the team or individual can lead to increase interest in the brand
What are the downfalls of sponsorship ?
Can be very expensive, for example it can cost up to 15M to sponsor a Tour de France team
The failure of an event, team/individual can reflect badly on the brand
What influence which method a business uses ?
- Cost and cost per consumer
- The consumer profile of the target audience ~ age, income etc
- The message and image to communicated ~ a new car would be better on TV than in a newspaper
- The link it has to the 4P’s
- Legal constraints ~ UK has a ban on the advertisement of tabaco
