Promotion

Question 1

Promotion

Answer 1

® How generate awareness about a product or brand thus, increasing sales and customer loyalty.

Promotion includes various elements like, advertising, sales promotion, personal selling direct marketing, and publicity.

Question 2

Aim of promotion is:

Answer 2

• To introduce a new product
• To educate customers about the product usage
• To increase awareness of the product
• To differentiate from competitors
• To achieve increase in product recall
• To build brand value and image
• To encourage people to buy in bulk especially in off season to level the demand
• To encourage people to try their product over their existing products

Question 3

There are five promotional sub categories:

Answer 3

· Personal Selling :
	· Advertising:
· Sales Promotion
	· Direct Marketing :
	· Public Relations (PR):

Question 4

Personal Selling :

Answer 4

○ It is a promotional activity wherein an individual in involved in interacting with customers/ clients in order to achieve sales
○ Example: Salesman

Question 5

· Advertising:

Answer 5

Advertisements are a form of communication such as commercials on TV, ads on internet, hoardings, print medium like newspapers, magazines, fliers etc which is intended to influence the public viewing it and which is paid for

Question 6

· Sales Promotion:

Answer 6

○ It can be of two types- Trade or Consumer

○ Example is coupon or price discounts which stimulates sales

Question 7

Direct Marketing :

Answer 7

○ Directly selling to customers without any retailer in between They have a call to action.
○ Example is selling through newspaper advertising, magazines, mailers, fliers, catalogues, targeted TV commercials etc

Question 8

Public Relations (PR):

Answer 8

○ PR is managing information flow between an organization and public. It is aimed at maintaining a particular image in the minds of customers, investors and other stakeholders.
○ Example: Sponsoring events etc

Question 9

What to communicate?

Answer 9

· The vision of the company
· Products and services offered by the firm
· Convince potential customers that what we offer satisfies their needs

Question 10

Advertise the benefits of the company and the brand

Answer 10

· Steve Jobs highlights value- can trigger emotional reaction

· 3 Influence Attitudes
○ Cognitive - about information, what you know and think
○ Affective- how do I feel about something- feelings attached
○ Conative- intentions and behaviours

Question 11

The Elaboration-likelihood model

Answer 11

· How likely is it that people elaborate on the advertising?
○ Are they motivated to process?
§ E.g. personal relevance, need for cognition; personal responsibility
○ Are the able to process
§ E.g. distraction; repetition; prior knowledge; ,message comprehensibility

· If highly motivated and highly able
○ People form attitudes based on arguments

· If low motivation and low able
○ People form attitudes based on peripheral cues
§ E.g. positive/negative affect; attractive/expert sources; number of arguments; own expectations

How to bias people’s views to a favourable direction

Question 12

Promotion Objectives

Answer 12

1. Awareness
   
   2. Attitudes
      
      1. Cognitive
      2. Affective
      3. Conative = intentions and behaviours
   3. Behaviour
   4. Financial Success

Question 13

AIDA Framework

Answer 13

· Attention
		○ Capture attention
	· Interest
		○ Arouse interest to follow what you have to say
	· Desire
		○ Evoke desire 
	· Action
		○ How to fulfil desire for your product