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Promotion, Promotion, Promotion...
P2
Unit 3 Objectives
Explore the use of branding and the promotional mix in Business.
Develop and promote a brand for a business.
Starter
My favourite advert......http://www.youtube.com/watch?v=TVblWq3tDwY&feature=related
What’s your favourite advert? Why?
What might be some reasons for a business advertising their product?
Promotion
This is how customers are informed about the product/service
Any form of communication a business
or company uses to inform, persuade, or remind people about
products and to improve its image
PROMOTION
Why?
Businesses promote to increase AWARENESS.
They may also wish to persuade, remind or strengthen brand
image.
What was the purpose of the Cadbury advert?
Methods of promotion
You have 30 seconds to list as many ways as possible a business may use promotion. The winner gets a credit.....
HINT: Think of what small businesses might do as well as larger ones!
Choice of promotion
How might a business choose which type of promotion to use??
Cost of the advertising Size of the market being targeted Nature of the product Who the target consumers are
Types of Promotion
Advertising Sales PromotionPersonal Selling Publicity/ Public
RelationsVisual
Merchandising
What types of promotion can you think of?
Purposes of Promotion
Why do businesses promote themselves and their products?
Convince potential customers to buy. Explain features/benefits of products. Tell where products are sold. Advertise sales on products. Answer customers’ questions. Introduce new products. Create a favourable image of the company or product.
Add to your Word Document from Part 3... What does promotion mean?
Promotion means... What is the purpose of Promotion?
Business try to promote themselves and their products because...
P2 – Part 4 Lesson Objective: To assess the Marketing mix for a selected branded product...
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Product placement in films...
Which brands are being promoted in these clips?
Why do you think they use films to promote their brands?
Campaigns
Businesses offer promotions as part of a “campaign”
What current campaigns can you think of – that are running now?
Check with the next slide
Did you think of these?
Advertising
• Advertising is a 'paid for‘.
• It is used to develop attitudes, create awareness, and transmit information.
• There are many methods of advertising:
• newspapers (local, national, free, trade)
• magazines and journals• television (local, national, terrestrial,
satellite)• Cinema• outdoor advertising (such as posters,
bus sides).
• Create your own bus slogan generator LINK
What makes a good advertising campaign?
Eye catching design
Catchy slogan
HumourCan you think of any others?
Successful advertising promotions campaigns from the past
http://www.davidnaylor.co.uk/top-10-uk-adverts.html
Build on your list of what makes a successful advert
What is Advertising? Advertising is...
What are the advantages of advertising? An advantage of advertising is...
What are the disadvantages of advertising? An advantage of advertising is...
P2 – Part 4 Lesson Objective: To assess the Marketing mix for a selected branded product...
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Personal selling
• Personal Selling is an effective way to manage personal customer relationships. The sales person acts on behalf of the organisation. They tend to be well trained in the approaches and techniques of personal selling.
• However sales people are very expensive and should only be used where there is a genuine return on investment. For example salesmen are often used to sell cars or home improvements where the margin is high.
Personal Selling
How many products can you think of that are promoted this way?
What is Personal Selling? Personal Selling is...
What are the advantages of Personal Selling? An advantage of Personal Selling is...
What are the disadvantages of Personal Selling? A disadvantage of Personal Selling is...
P2 – Part 4 Lesson Objective: To assess the Marketing mix for a selected branded product...
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Sales promotion
Get ready to draw a mindmap
Sales promotions mindmap
Sales promotions
BOGOF
Free samples
Competitions
Events
Coupons
Free gifts
Extra % free
Problems with sales promotions
Too many promotions can devalue the brand – when do you see an Aston Martin on offer?
Promotions don’t build brand loyalty they just increase sales in the short-term – exception is Clinique bonus time
What is Sales Promotion? Sales Promotion is...
What are the advantages of Sales Promotion? An advantage of Sales Promotion is...
What are the disadvantages of Sales Promotion? A disadvantage of Sales Promotion is...
P2 – Part 4 Lesson Objective: To assess the Marketing mix for a selected branded product...
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Public Relations
Public relations, abbreviated as PR, is the actions of a corporation, store, government, individual, etc., in promoting goodwill between itself and the public, the community, employees, customers, etc.
Newsletters Press Releases Bogs Photos Social Media Press kits for the media Website press room
From the Omega PR Press Kit
What is Public Relations? Public Relations is...
What are the advantages of Public Relations? An advantage of Public Relations is...
What are the disadvantages of Public Relations? A disadvantage of Public Relations is...
P2 – Part 4 Lesson Objective: To assess the Marketing mix for a selected branded product...
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Personal Selling
How many products can you think of that are promoted this way?
Direct Mail
Highly focussed targeted mail based on what you have bought before
Can be e-mail or by post
May be special offers to re-engage customers who have stopped buying
Sponsorship
Positive association of the product with a celebrity or a sport
Can be very expensive Difficult to tell what
impact this has on brand loyalty or sales
What does Red Bull sponsor?Does its sponsorship change the way That you feel about the brand?
What are Direct Mail and Sponsorship? Direct Mail and Sponsorship is...
What are the advantages of Direct Mail and Sponsorship? An advantage of Direct Mail and Sponsorship is...
What are the disadvantages of Direct Mail and Sponsorship? A disadvantage of Direct Mail and Sponsorship is...
How does Mars promote Celebrations? Mars promotes Celebrations by...
Why do they use these methods? They do this because...
P2 – Part 4 Lesson Objective: To assess the Marketing mix for a selected branded product...
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Quiz get ready...
1 What is personal selling? Give an example 2 What is direct mail? Give an example 3 What is sponsorship? Give an example 4 What is a trade fair? Give an example 5 What is public relations? Give an
example 6 What is sales promotion? Give an example 7 What is advertising? Give an example
The Marketing mix!
To complete P2, you must complete all parts in your Word Document as follows:
P2 Part 1 – Mix it up! P2 Part 2 – It’s all about the money... P2 Part 3 – Location, Location, Location... P2 Part 4 – Promotion, Promotion, Promotion
All the tasks are contained in these PowerPoints on the shared area!
Please then save and print your work!
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Lesson Objective: To assess the Marketing mix for a selected branded product...
Testing your knowledge...
http://quizstar.4teachers.org/indexs.jsp
The Marketing Mix
Marketing Mix Example
Product USB Memory Stick
Price 2 GB £22.99
Place PC World, Amazon.co.uk
Promotion TV Adverts, Trade Journals, Specialist Magazines