Understanding the Various Aspects of Promotion in Marketing

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The concept of promotion in marketing involves different strategies such as advertising, sales promotion, PR, and personal selling. This includes utilizing the AIDA model (Attention, Interest, Desire, Action), different types of advertising functions (Informative, Persuasive, Generic, Competitive, Reminder), and evaluating advertisements based on these criteria. Explore the diverse promotional mix to effectively communicate products to target markets.

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4 Ps Promotion This refers to the method made by the business to communicate there product to the target market

THE PROMOTIONAL MIX THE PROMOTIONAL MIX 2. SALES PROMOTION 1. ADVERTISING PROMOTIONAL MIX 3. PR 4. PERSONAL SELLING

1. 1. Advertising Advertising This is a direct communication to a target market, usually with the aim of persuading them to buy a product. Functions of advertising: AIDA attention, interest, desire, action 1. Attention/Awareness: the advert must grab the attention of the target market. They must place the add in a place that will reach the target market and design it in an eye catching and attractive way. 2. Interest the advert must gain the target markets interest in the product. 3. Desire the advert should convince the target market that they want to buy the product 4. Action the advert aims to convince the viewer to carry out the desired action e.g buy the product, vote, apply for the job etc.

Pick an advert of your choice and evaluate it in terms of AIDA Email the advert to your teacher to show the class to see if the class agree with your evaluation. You can find TV adverts on youtube and send the link to your teacher You can also screenshot newspaper adverts, billboards, or links to adverts.

There are 5 types/functions There are 5 types/functions 1. Informative 2. Persuasive 3. Generic 4. Competitive 5. Reminder

1. Informative 1. Informative Provides information about a product, service or event.

2. Persuasive 2. Persuasive Tries to convince/persuade its target market that it needs or deserves a product or service

3. Generic advertising 3. Generic advertising This is where businesses in an industry come together to promote people to buy a type of product not specific to one company or brand

4. Competitive 4. Competitive Tries to convince consumers that their product is better than that of its competitors.

5. Reminder 5. Reminder Used to remind consumers that the product is still available and of its USB/P

Advertising Media and factors to consider 1. Target market- advertisers must chose a method that reaches target market. To, national radio and newspapers can reach mass target markets. Local radio, newspapers etc can be used to reach smaller more specific geographic target markets. 2. 2. Budget- this will influence the media options available to the firm. A firm with a small budget will not be able to afford to adverts or prime radio slots. Complicated and lengthy messages need to be written and presented in a way that can be reviewed.

3. Nature and content: Complicated and lengthy messages need to be written and presented in a way that can be reviewed. Glossy magazines are effective for a luxury product Sound on radio effective for reminder advertising catchy slogans etc

Advertising media Television Evaluation: powerful method - combines sound, image, video, colour Reaches people in comfort of own home where most receptive Can target specific market through tv interests Very expensive method

Radio Evaluation: Can reach people whilst driving, commuting, working, walking, in gym etc. Easy to reach specific target market through advertising at certain times during specific programmes e.g farmers during farm time programme Relies soley on sound not suitable for complicated long messages

Newspapers Evaluation: Uses text, images to portray content of message Useful in reaching specific target market geographically or demographically Best method for complex messages which may need to be read of reviewed again. Short shelf life usually thrown away after day of print Paper quality inferior to magazine

Magazines Evaluation: Useful way of reaching target markets as each magazine has a specific target market. E.g. Men s Health men interested in exercise, healthy eating etc Also have long table life compared to newspapers and can be viewed in hairdressers, doctors offices etc for long periods of time. High quality image and paper quality can be useful in conveying image

Cinema Cinema Evaluation: Powerful medium colour, sound etc on large screen with loud volume. Can be useful in reaching a target market by advertising in films of interest to the target market in an environment without distractions Arguably Not seen often enough to have lasting impact

Internet Very common method in last number of years Can easily reach target market by advertising on sites used. Cookies enable direct advertising to be sent to Potential customer. Cheaper than TV adverts Effective in reaching teen market and 20-30 year olds

Direct mail Direct mail Delivered to customers home by postal service. Can be effective as only sent to customers in target market. Can be disregarded as junk mail. Print costs can be costly

Social media Businesses can use social media including Facebook, Twitter, Instagram and snapchat to promote their businesses. It offers a very cheap and effective method of reaching younger generations. Companies can creat events, share posts and Increase views and likes by competitions requiring sharing, tagging, commenting.

Steps in executing advertising campaign 1. Analyse market situation collect and analyse data relevant to The market and target market. 2. Plan the advertising campaign identity target market, set aims, decide on budget, develop message, decide on media, evaluate. 3. Implement advertising campaign- design the advert in a form suitable to The media mix being used, produce the ad in finished form and book media slots. Effective timing is very important 4. Monitor and review campaign assess impact of campaign and degree of success. Take action to improve where possible

ASAI advertising standards authority Ireland Voluntary body set up by the advertising industry that deals with complaints about advertisements. ASAI set up and implement a code requiring honest, truthful, legal and decent information

Consumer protection act 2007 Consumer protection act 2007 Sets out rules about claims being made about products and services Seeks to prevent customers from misleading advertising and and fair trade Act is enforced by national consumer agency

2. Sales promotion This is the term used to describe the range of activities other than advertising to increase sales of a product or service They are usually short term efforts and include free samples special offers, loyalty schemes. It differs from advertising which provides a reason to buy, sales promotion offers an incentive.

3. Public Relations (PR) 3. Public Relations (PR) This involves establishing and maintaining a good public image for a business and its products It Involves: 1. Media relations-presenting a positive image of the firm through press releases and conferences e.g. Apple hold press releases for new phone 2. Sponsorship providing funding for community events sports teams projects etc in return for advertising their name at the event on gear bough can involve large expenditure but potentially huge promotional benefits e.g 3. Other: company website factory tours newsletters corporate identity e.g. Caffreys Chocolate factory

Benefits of PR Create and maintain awareness of company and its products. This can lead to increased sales revenue and profit. Build brand loyalty PR helps build brand loyalty and leaves firm less vulnerable to competition Good reputation and relationship with community- customer support and loyalty is generated in the community as a result of good PR. Motivate sales force and staff staff are more likely to work harder for a company they feel gives back and easier to work with a company with a good public image

Disadvantage Disadvantage Difficult to evaluate effectiveness in increasing sales

4. Personal Selling . Personal Selling This is where the seller tries to verbally persuade the customer to buy a product/service. This is normally done by sales reps. This is important for an existing business as they keeps the link between the customer and any new products to the market. It is used frequently with high value or high tech firms and self go build up a relationship and customer loyalty School book companies personal sell to teachers. It is also common for electricity companies, broadband companies etc who sell door to door

Telemarketingmeans communicating by phone to sell products. This is a cheaper method of selling than personal selling. It is common with phone companies such as Vodafone TV selling is also popular in today s society. Channels like shopping channel are often effective in selling products. This type of selling is often used for low cost goods