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Promotion. Samantha Fabro. DO?. WHAT DOES PROMOTION. Communicates. Influences. PERSUADES. Promotion is aimed at the consumer. t ells them about a product. s o that they can buy it!. OF. ADVANTAGES. ADVERTISING:. - A repeated message communicates the purpose of a product or company. - PowerPoint PPT Presentation
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Samantha FabroPROMOTION
WHAT DOES PROMOTION
DO?COMMUNICATES
INFLUENCES
PERSUADES
Promotion is aimed at the consumer
tells them about a product
so that they can buy it!
ADVANTAGES
OFADVERTISING:
PERSONAL SELLING:
SALES PROMOTION:
MERCHANDISING:
- A repeated message communicates the purpose of a product or company- Brand loyalty can be built off this type of influence over
mass media
- Relationships may develop if personal contact is used, this may increase loyalty- Customer’s pay more attention to a person’s
persuasive effect
- Opportunity gives customers trial period of new product- Very effective for boosting
sales
- Influence consumers to buy product/spike their interests
- Goes hand-in-hand with advertising campaigns
ADVANTAGES
OFPUBLIC RELATIONS:
SPONSORSHIP:
DIRECT MARKETING:
- The image of a business/product/company is projected in a positive way with PR- People can become more aware of a product or company
using PR
- Both the product and company acting as the sponsor will be promoted here - This is very helpful is both arts and sports
industries
- Makes promotions easy to target – a message can be personalized- It is cost friendly and easy to recognize its level of
effectiveness
BRANDING
?WHAT IS BRANDING?
Branding is when a company establishes their identity.
They will then have values, image, quality, features, benefits, and a recognizable name!
The company can now stand on its own next to the competition.
WHY DO IT?
MAKE A PRODUCT STAND OUTBUILD A LOYAL
FOLLOWINGCOMMUNICATE WHAT IT HAS TO OFFER
PROMOTE AND ADVERTISE
CREATE A POSITIVE PRODUCT IMAGE
TARGET SEGEMENTS
THE BRANDED5THE FOLLOWING PRODUCTS HAVE BEEN BRANDED!
KLEENEX: many regular tissues are called Kleenex, even though that is only a brand name. The proper name is facial tissue.
BAND-AID: practically all adhesive bandages are called Band-Aids now, even though this is a specific brand
name.
TUPPERWARE: originally classified as plastic containers, Tupperware takes the name for most of these types of
items.
THE BRANDED5
ADVIL: this is a popular brand of drug. It became the common type of ibuprofen and is the name often used instead.
GOOGLE: this is the most used search engine, so much that people rarely call it a search engine anymore. They simply
use the term Google!
ADVERTISING
TYPESINFORMATIVE:Gives information to the public.
Can give an image of the company, or display a message.
COMPETITIVE:
May point out their company’s advantages or put down the competition to get ahead of the game.
PERSUASIVE: Encourages people to switch from the brand
they are currently using to their company’s brand.
THE 5
M’SMISSION:
MONEY:
MESSAGE:
MEDIA:
MEASURE:
Advertising objectives
Is needed to pay for ad campaign
Delivered message to consumer audiences
Which media is chosen for advertising
The impact of advertising is measured
ADVERTISING
MEDIASPRINT:
TELEVISION:
RADIO:
Advantages: -specific groups can be targeted-it is delivered to a large audience
Disadvantages:-commercials are short-lived-very limited prime-time space
Advantages:-local messages sent out on air-relatively inexpensive
Disadvantages:-people can’t see it – limited attention-local rather than national
Advantages:-frequently printed-have access to local, regional and nation newspapers
Disadvantages:-paper lives short life-is outdated – not everyone reads it
CINEMA:
OUTDOOR:
INTERNET:
ADVERTISING
MEDIAS
Advantages:-attracts large audience-can have specific target
Disadvantages:-often only seen once-younger demographic
Advantages:-seen multiple times – constantly up-encourages impulse shopping
Disadvantages:-could be potential traffic hazard-does not attract full attention often
Advantages:-very cheap-is easy to update
Disadvantages:-could be a limited audience-could be technical problems
YOU
TUBEhttp://www.youtube.com/watch?v=vY60vzAWqxw
MAC COMMERCIAL
These commercials include two characters, a Mac and a PC computer. They had a series with these two characters running for quite a while. They are effective because they are funny, entertaining and showcase Mac’s superiority. They are competitive and openly put down their competitor, but it works because what they poke fun at what is true of PCs.
CONCERNED CHILDREN’S ADVERTISER’S COMMERICALhttp://www.youtube.com/watch?v=TijcoS8qHIE
This commercial immediately attracts attention, due to the tiny hippo they have running around. It is both adorable and not very realistic, yet it has people mesmerized. When it shifts gears, it has a strong message … “Don’t believe everything you see on TV”. This is a good commercial because once it sucks you in, it has something important to say.