chapter 17- promotion Flashcards by Caoimhe Radford

promotion

letting the public know that a product is on sale
get them interested in the product and motivated to buy it
communicating and persuading consumers to buy product

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advertising

communication of information to a target market so they know the business has something for sale
convince them to purchase it
use different media (TV, radio, social media)

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AIDA

Awareness
Interest
Desire
Action

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functions of advertising

1 give information
2 remind about a product
3 persuade to buy
4 offset competitors’ advertising
5 increase sales and profits

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list types of advertising

reminder
informative
persuasive
generic
comparative

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reminder advertising

maturity
decline
Paddy power is fun

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informative advertising

factual
recall a product
concert
eg salmonella

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persuasive advertising

consumers need the product shows benefits

eg actimel

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generic advertising

entire industry

eg buy Irish

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comparative advertising

compare against competitors

eg Lidl vs Tesco

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advertising media internet

global audience
cost effective
social media
websites
pictures, sound, and movement
can be copied
customers ignore internet ads

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advertising media TV

can see products working
most seen medium in Ireland
targets a specific market
pictures, sound, and movement
expensive
skip ads

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advertising media radio

cheaper than TV
reach local people
targets specific audience
only have sound

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advertising media newspapers

detailed
can be reread
costs less than TVs
target a specific audience
reach local people
quality not as good as TV
seen 1 day only

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advertising media billboards

cost less than TV
ad displayed for a long time
reach a local target market
only 1 add per billboard
no detailed info
hard to target market

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advertising media direct mail

personalise ad
reach target market
only 1 ad
expensive
consumers ignore mail

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selecting an advertising media

list

habits target market
nature of product
the message
the cost

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selecting an advertising media explain fully

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1 habits target market
media used by your target audience- toys advertised when kids watch TV
2 nature of product
if it must be seen working, TV may have to be used
eg washing powder
3 the message
how much detailed info is required- written advert
4 the cost
promotion budget
local radio is cheaper than national

ASAI

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advertising standard authority ireland
regukares advertising in Ireland
protects consumers from false, misleading and offensive advertisements 
public can complain to the ASAI
ASAI can ask an ad to be removed

consumer protection act 2007

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makes it an offence for an advert to make false claims about goods
CCOV enforces the act
prohibition notices
compliance notices
on the spot penalties
consumer protection list

sales promotion

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the use of short-term incentives/“gimmicks” to attract customers. It adds to the attractiveness of the product

aims of sales promotion

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useful for stimulating sales
aims to attract new customers for the product and rewarding loyal consumers
increasing buying frequency among occasional consumers

factors to consider when deciding the selling price

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1 cost per unit of the product
2 competitor prices
3 consumer expectations
4 legal regulations
5 market demand

customer loyalty programmes

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offering discounts
cash back points
reward the loyal
eg 1 free coffee for every 10

special offers

free gift may encourage the occasional customer to avail of the service more often eg fulfill protein bars- 2 for €4

competitions on social media

could encourage customers to share posts this could be a reward for the loyal customers eg Bodyfirst Nutrition (like and share competitions)

merchandising

displaying products in an attractive way could encourage impulse buying eg chewing gum at checkouts eg fulfill bars at tills

public relations PR

``` refers to all activities related to creating a good public image for the product it aims to achieve favourable publicity build corporate image long term objective PRO public relations office ```

functions of PR

1 attract publicity when launching new products eg Michael o Leary as Pope to promote flights to Rome 2 targets certain customers- targets events for target market 3 build a positive image eg Ronald Mcdonald house 4 defend products that have bad publicity Morgan Spurlock- 30 days gained weight- statement saying fruit salads are available too

types of PR | sponsorship

businesses pay money so that their product name will be displayed builds relationship with local community creates awareness and brand loyalty eg Kellogs GAA cúl camps

types of pr | social media

FB/Twitter/ instagram respond to negative comments release official statements

types of pr | charity partnership

good publicity | tesco blue tokens

types of pr | celebrity endorsement

celebrities are paid to endorse/be associated with product hope to drive up sales and have a positive impact on profits eg michael jordan and nike

personal selling

sales people meeting customers face to face build a relationship high tech items

benefits of personal selling

persuasion- buy add on information- educate consumers, better choice, repeat business, loyal sales conversion- puts pressure on customer

challenges of personal selling

staff training not be too aggressive staff costs % of sales as a bonus ruining the shop experience annoy customers

mcdonalds promotional method | PR

sponsor children’s charities target market is children, good public image

mcdonald’s promotional methods | advertising

‘I’m lovin it’ Justin Timberlake song association with stars helps control with target market

mcdonald’s promotional methods | sales promotions

free gifts- toys works as kids want free toy from the latest movie etc

promotion impact of ICT | advertising

ICT has led to online advertising, much bigger impact on younger market segments. Younger consumers spend more time online- more money is spent advertising there

promotion impact of ICT | public relations

ICT has allowed companies to use social media (Twitter, IG, etc) to interact with consumers. Businesses enhance their image through endorsements from social media users with lots of followers

promotion impact of ICT | sales promotions

ICT has allowed for a much wider range of ‘share and win’ competitions on social media to incentives sales. Businesses also ask consumers to sign up for newsletters in exchange for discount codes. Businesses use pop-ups on browsers and websites

promotion impact of ICT | personal selling

ICT has allowed salespeople to use smartphones to illustrate products in action. Live chat is used for direct online interaction

chapter 17- promotion Flashcards

(43 cards)