Understanding Promotion in the Marketing Mix
Explore the objectives and methods of promotion in marketing, including the importance of advertising for businesses to increase awareness and strengthen brand image. Learn how businesses choose the type of promotion based on factors like cost, target market size, product nature, and consumer demographics. Discover various promotion strategies such as media advertising, sales promotions, direct selling, and public relations.
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Presentation Transcript
Marketing mix: Promotion Objectives: To understand the purpose of promotion To know the different methods of promotion
Starter http://t0.gstatic.com/images?q=tbn:b0bk8ycCdx7aqM:http://www.denisek.org/Aztec/Cadbury.png My favourite advert...... http://www.youtube.com/watch?v=TVblWq3tD wY&feature=related What s your favourite advert? Why? What might be some reasons for a business advertising their product?
Why? http://t1.gstatic.com/images?q=tbn:ioTFlG8IC7QqrM:http://blogs.edweek.org/edweek/eduwonkette/upload/2009/01/why-blog.jpg 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 star..... HINT: Think of what small businesses might do as well as larger ones! http://t1.gstatic.com/images?q=tbn:TBVVOo2M98RiZM:http://edweb.fdu.edu/folio/francoe/computerclass/graphics/Star---Smiling-3.gif
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
2. Sales promotions http://t2.gstatic.com/images?q=tbn:5tjOtocEX9nxsM:http://members.pizzapizza.ca/ds/stage/coupons/0009066-Webcoupon-241-slice.gif http://t2.gstatic.com/images?q=tbn:TK3iE8hqgM_nGM:http://farm4.static.flickr.com/3093/2660813844_e8aff90401.jpg http://t2.gstatic.com/images?q=tbn:xpje9x6-Puk5OM:http://www.tesco.ie/press/images/high/CLUBCARD%2520WITH%2520NAME.JPG These give short term boosts to sales
3. Direct selling PERSONAL SELLING DIRECT MAIL Now often done on internet; JUNK MAIL. http://t1.gstatic.com/images?q=tbn:21uVpPZ3FC6tpM:http://www.apartmenttherapy.com/uimages/dc/stopjunkmail.com%2520junk_mail_pile_1.jpg
4. Public relations http://t3.gstatic.com/images?q=tbn:tXtHoV7LCcOk0M:http://www.spectrumsounddesign.com/images/10-31-08/newspaper.jpg Try to place good news about the business in the media. This can be a very cheap way of getting a lot of corporate exposure 5. Sponsorship What might be some of the problems of sponsorship? Think of Tiger Woods! http://t2.gstatic.com/images?q=tbn:VCcOVgyjE5pESM:http://www.fibre2fashion.com/news/images/tiger-woods_5958932.jpg
6. Branding What do you think the biggest brands in the UK are? See full size image http://t0.gstatic.com/images?q=tbn:bj-4FoFEk7nF1M:http://3.bp.blogspot.com/_AcBUSVxs82w/SZp2KhzYYdI/AAAAAAAAQ1s/BWIkKoIaouE/s400/MacDonalds_Logo.gif http://t3.gstatic.com/images?q=tbn:q7jLR2O8A88BjM:http://hotterthanapileofcurry.files.wordpress.com/2010/01/cadburys.jpg http://t1.gstatic.com/images?q=tbn:r2i1jQZVoui_WM:http://markgorman.files.wordpress.com/2008/10/tesco.jpg
To finish..... Suggest the most effective method of promotion for the following businesses/products and explain why. 1. The new James Bond Movie 2. A new boutique opening in Lippomall 3. KFC are launching a new chicken burger 4. A small printing company are introducing a new printing technique
