Promotional Mix Promotion is all about communication. ‘Promotion is how marketers communicate with their target markets that include existing customers and prospective customers’. Promotional Mix is the process and variety of promotional methods used to communicate information about a product, service and product offering. Reasons for promotion You need to explain why businesses use promotion. Why is important to do promotion ‘Promotion can build or destroy a brand, it can change attitudes, and it can influence the view that society as a whole has of the company and its products.’ Use in your assignment
Transcript
Promotional Mix
Promotion is all about communication. ‘Promotion is how marketers communicate with their target markets that include existing customers and prospective customers’.
Promotional Mix is the process and variety of promotional methods used to communicate information about a product, service and product offering.
Reasons for promotion You need to explain why businesses use promotion. Why is important to
do promotion
‘Promotion can build or destroy a brand, it can change attitudes, and it can influence the view that society as a whole has of the company and its products.’
Use in your
assignment
Advertising
Advertising is one of the most important parts of promotion.
The purpose of advertising:
1. Inform people – make potential customers aware of your product and benefits
2. Persuade people to make a purchase – inform people about the benefits or sell at a lower price
Advertising is made up of:
message – what you want to tell customers
medium – how you choose to advertise
Use in your
assignment
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Sales Promotion
“Sales Promotion is the process of encouraging customers to buy the products by offering an incentive”
Price promotion – discount on product e.g. 50p off, BOGOF, 25% extra free
Coupons – discount or free gift
Competitions – instant win offers in the package
Money refunds – cashback, e.g. mobile phones
Loyalty incentives – collect stamps for a free drink
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assignment
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Apple Sales Promotion
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Personal Selling
Personal selling is where businesses use people (the “sales force”) to sell the product after meeting face-to-face with the customer.
Methods include:
Face to face – saleperson watches body language to adapt sales pitch
Telephone – listen to customers tone of voice to adapt sales pitch
Email- send attachments of deals to customer
Video or web conferencing – connect all over the world
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Personal Selling
Public Relations
• Public relation are activities a business does to put information into the media, but without paying for it
• Exhibitions – present and display products to get people interested in buying
• Sponsorship – pay to display brand at event (creates a positive image)
• Press releases – statement sent to journalists to get them to write something interesting about your company
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Sponsorship
This is the Apple Computer car that raced at the 1980 Le Mans 24hrs by Allan Moffat for Dick Barbour Racing.
