What is Promotion? Promotion is communicating a product or
service to consumers. It encourages these consumers to buy the
product/service through persuasion, to build a loyalty with the
firm that offers this product/service, and to inform the consumer
of the product/services benefits and therefore the need to switch
brands for
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Promotional Mix Promotional mix is a firms techniques used to
achieve marketing objectives Advertising communication of a
product/service through media The repetition of an advertisement
communicates the message across of the consumer clearly The message
can covered to a wide audience Personal selling directly promoting
a product/service to a consumer in person The interaction between
buyer and seller builds a trust and a stronger persuasion There is
a high customer attention
Slide 4
Promotional Mix Sales promotion strategic promotion of sales,
such as coupons and free gifts, to encourage and increase purchases
Enables a rapid increase in sales Urges customers to choose/switch
brands or try a product Merchandising exhibiting products to
increase sales Stimulates impulsive buying Assists in the promotion
of advertising campaigns Public relations creating good relations
with customers Enables positive communication with the public and
customers Develops the image and reliability of a firm and its
products
Slide 5
Promotional Mix Sponsorship a firm supports another firm
through payment for an event/organisation/person Allows for a
positive image of a firm to be shown in front of customers Benefits
both sides of sponsorship in terms promotion and customer relations
Direct marketing promotional material communicated to independent
customers via email, telephone, or post Creates a specific response
in targeted customers Creates new business and builds customer
loyalty
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What is Branding? Branding is the formation of a firms identity
through aspects such as image, distinctive qualities, and a name
that distinguishes that firm from its competitors. It provides a
means of recognition of that brand in the targeted audiences
consumer behaviour, reiterating its competitive advantage and
therefore developing a higher position in the market
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Interchanging Brands Some brands have been established so well
that as a result other brands that produce similar products are
referred by the most popular brands name Examples include: The
brand of Coca-Cola has been and continues to be the most popular
brand of cola to the point where any form of cola is referred to as
Coke. A supermarkets no-name brand of cola, such as Safeways, is
not affiliated with Coca-Cola in anyway and yet customers refer to
it as Coke Ray-Ban is a brand of sunglasses with a
universally-recognised distinctive shape. Knock- off brands that
imitate the style are therefore naturally referred to as Ray-Bans,
even if the style of the knock-off is not a complete replica of the
actual Ray-Ban style.
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Interchanging Brands The velvet tracksuits that Juicy Couture
is known for are so famous that when other high-fashion brands,
such as Bebe and Adidas, produce similar velvet tracksuits the
style is instantly referred to and recognised as distinctly Juicy
Couture. Rollerblades inline skates have become the foundation name
for all types of inline skates around the world. The brands
trademark look is one that is constantly used and therefore retains
the identity of a Rollerblade regardless of other inline skate
names. Ibuprofen is a common medication used to alleviate headaches
and other bodily pains, the most common brand of it being Advil.
Other brands of ibuprofen are called Advil because of this
commonness.
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Types of Advertising There are seven types of advertising
informative, persuasive, reminder, reinforcement, pioneering,
competitive, and defensive. Informative Provides information about
a product to customers to gain a more credible appearance Example:
Sketchers Shape Ups are constantly advertised on television,
providing information on how the rounded sole of the shoe helps the
body to tighten and exercise muscles through scientific
explanations
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Types of Advertising Persuasive Establishing differences and
therefore advantages of switching brands Example: Doves Beauty Bar
versus Ivorys Original Bar Soap is an advertisement that encourages
customers to buy Dove rather than Ivory because of Doves
characteristic moisturising qualities that Ivory lacks Pioneering
Introducing a new product with the use of celebrities/benefits/etc
Example: CoverGirls LashBlast 24 HR Mascara is a fairly new product
that is endorsed by celebrity Sofia Vergara on both television and
in magazines, her bold and easily remembered personality making her
a perfect persuader
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The Five Ms of Advertising Mission The objectives that must be
met, such as communicating the information of the product/service
Money How much money can be spent in achieving these objectives and
supporting the campaign Message The overall message of the
product/service that will be conveyed to the targeted audience and
how it will be conveyed Media The advertising media that will be
used in the campaign, such as television, radio, or social
networking sites Measurement Calculating the results of the
campaign
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Advertising Medias Advertising medias are medias that are used
to convey an advertising campaigns message or promotion of a
product/service. These medias include television, radio, printed
media such as newspapers and magazines, outdoors such as
billboards, internet such as social networking sites, and
cinema.
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Types of Advertising Medias Television Advantages A large
audience is present as well as targeted groups A good first
impression can be made through colour, sound, etc Disadvantages
There is a limited amount of time for the message to be conveyed
Most television advertisements are not watched Radio Advantages Can
target specific groups Advertising on air is fairly low-cost
Disadvantages Advertising is local, not national A good first
impression is hard to make without visual effects
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Types of Advertising Medias Printed media Advantages Can easily
be directed to targeted audiences Publication is frequent and more
inexpensive than television Disadvantages Not all members of the
targeted audiences read printed media Low impact due to lack of
audio effects Outdoors Advantages Induces impulse buying if placed
in targeted areas close to shops There 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 hazard The message
conveyed is limited in terms of size and length
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Types of Advertising Medias Internet Advantages Due to the ease
of recording hits, measurement of the campaigns impacts can be
assessed quickly Inexpensive and quick to load Disadvantages
Technical problems are inevitable Listings on search engines can be
high-priced Cinema Advantages All attractive affects like visual,
audio, and movement are present to engage the audience The audience
is captive and therefore easily impacted Disadvantages The audience
is generally young, making the impacts ineffective at times The
advertisement may only be seen once
Slide 16
Television Commercials In the 2010 remake of the 1995
persuasive television commercial depicting the long-standing fight
between Pepsi and Coke, the two brands new diet options, Pepsi Max
and Coke Zero are put on the spot favouring Pepsi. This
advertisement encourages customers to purchase Pepsi Max rather
than Coke Zero because unlike Coke Zeros 0.75 calories per litre,
Pepsi Max has zero calories per litre. This encouragement is shown
through the character portraying Coke Zero accepting the temptation
to try his Pepsi enemys can of Pepsi Max. The constant reiteration
by both characters of the Pepsis zero calorie quality serves as a
repetition to the audience that they should choose Pepsi Max over
Coke Zero as a preferred brand. This repetition is backed by the
use of television as the choice of media, allowing for audio,
visual, and movement aspects to create a definitive impression upon
the audience.
Slide 17
Television Commercials The use of celebrities, international
role models, sports stars, and even ballerinas are aspects of the
2011 television commercial of Adidas All Adidas Women Edition. The
most notable celebrity present in the advertisement is Katy Perry,
a globally worshipped singer that has influenced both men and women
in the musical industry. Joining her are sport stars such as tennis
player Caroline Wozniacki and the Staatsballett Berline ballerina
crew. These women are portrayed as strong, athletic, every-day
women that are confident in what they do and look good while doing
which is the precise message Adidas tries to convey in this
pioneering advertisement. Empowerment of women is a subject many
campaigns attempt to address, though few are successful without the
use of stereotypes. Adidas takes these stereotypes and rids of
them, depicting women playing sports that have been deemed as
masculine, such as soccer, and showing that theyre quite capable of
remaining feminine in their new Adidas sportswear while being
passionate in what they do regardless of gender conventions.