Bill Gao

DefinitionPromotion is communicating a product or service to consumers. promotion refers to a different sort of advancement. A sales promotion entails the features - via advertising and a discounted price - of a particular product or service.

Personal selling

1. Wide coverage 2. Can be used to build brand loyalty3. Repetition means that the message can be communication

1. directly promoting a product/service to a consumer in person

2.The interaction between buyer and seller builds a trust and a stronger persuasion

3. There is a high customer attention

Sales promotion1. Effective at achieving a quick boost to sales2. Encourages customers to trial a product or switch brands.

1. exhibiting products to increase sales2. Stimulates impulsive buying3. Assists in the promotion of advertising campaigns 4. Public relations – creating good relations with customers5. Enables positive communication with the public and customers6. Develops the image and reliability of a firm and its products

Sponsorship

1. Can achieve favorable publicity about the business

2. Can communicate effectively with customers and other stakeholders

3. Can build the image and reputation of the business and its products, particularly amongst customers

1. a firm supports another firm through payment for an event/organization/person2. Allows for a positive image of a firm to be shown in front of customers3. Benefits both sides of sponsorship in terms promotion and customer relations

Direct Marketing1. Focus limited resources on targeted promotion

2. Can personalize the marketing message

3. Relatively easy to measure response & success

4. Easy to test different marketing message 5. Cost-effective if customer database is well managed

What is branding?

Why brand?

1. Any brand is a set of perceptions

and images that re

present a

company, product or se

rvice. While

many people refer to a brand as a

logo, tag line or audio jingle, a brand

is actually much larger. A

brand is

the essence or promise of what will

be delivered or experienced.

2. Importantly, brands enable a buyer to

easily identify the

offerings of a particular co

mpany. Brands are generally

developed over time through:

Advertisements c

ontaining consistent m

essaging

Recommendations from frie

nds, family members o

r

colleagues

Interactions w

ith a company and its representatives

Real-life experiences using a product o

r service (generally

considered the most important element of establish

ing a

brand)

3. Once developed, brands provide

an umbrella under which many

different products can be offered--

providing a company tremendous

economic leverage and str

ategic

advantage in generating awareness

of their o

fferings in the marke

tplace.

1. To differentiate the product

2. To aid advertis

ing

3. To build loyalty

4. To facilit

ate recall

5. To communicate value of

the product

6. To target se

gments

7. To aid recognition

8. To protect t

he product

9. To promote the product

10. To convey the im

age of

the product

Interchanging Brands

There are seven types of advertising – informative, persuasive, reminder, reinforcement, pioneering, competitive, and defensive.

persuas

ive

info

rmat

ive

competitive

5 Ms of advertising

1. Mission : This refers to the purpose/objective behind advertising. The objectives behind advertising are varied in character. 

2. Money : This refers to the finance provided for advertising purpose (advertising budget).

3. Message : Message is provided through the text of advertisement. The message is given through written words, pictures, slogans and so on.

4. Media : Media of advertising are already noted previously. The advertiser has to take decision about the media to be used for advertising purpose. 

5. Measure : Measure relates to the effectiveness of advertising. An advertiser will like to make evaluation of advertisement in order to judge its effectiveness

TelevisionAdvantages A large audience is present as well as targeted groupsA good first impression can be made through color, sound, etc.Disadvantages There is a limited amount of time for the message to be conveyedMost television advertisements are not watchedRadioAdvantages Can target specific groupsAdvertising on air is fairly low-cost Disadvantages Advertising is local, not nationalA good first impression is hard to make without visual effects

InternetAdvantages – Due to the ease of recording hits, measurement of the campaign’s impacts can be assessed quicklyInexpensive and quick to loadDisadvantages – Technical problems are inevitableListings on search engines can be high-priced CinemaAdvantages –All attractive affects like visual, audio, and movement are present to engage the audienceThe audience is captive and therefore easily impactedDisadvantages – The audience is generally young, making the impacts ineffective at timesThe advertisement may only be seen once

Outdoors

Advantages – Induces impulse buying if placed in targeted areas close to shopsThere is a constant 24/7 coverage

Disadvantages – If placed on roads they are rarely seen or comprehended by drivers who want to avoid a road hazardThe message conveyed is limited in terms of size and length

Tv commercials