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Whats promotion?
Refers to the method of communicating messages to the market with the intention of selling something.
For example: sales promotion, branding, publicity, advertising campaign and so on.
Its important especially for the early stage of the products life cycle, but its really expensive.
Objectives of promotion
Inform
Persuade
Remind
Objectives of promotion
Examples
Types of promotion
Above-the-line (ATL) Below-the-line (BTL) Pull promotion
Push promotion
Types of promotion
Examples
Logos
Packaging Word-of-mouth promotion Direct marketing Direct mail Sales promotion
Promotional mix
A set of tools that a business can use to communicate effectively about their products and services.
Alternative approach: FAB (Features, Advantages and Benefits). Cost of promotional medium The nature of the product The products position in its life cycle Legislation
Advertising
The science of arresting the human intelligence long enough to get money from it Examples: advertisements on television, radio, billboards, in-store displays, etc. What is said and how it is said, is important when trying to stand out of competence.
Types of advertising
Examples
Personal selling
Relies on representative that help and persuade potential customers.
Personal selling
Example
Sales promotion
Short-term incentives to stimulate sales of product. Example: discount coupons, prize draws, free product sample and trade fairs. Get rid of excess or old products. Attracts new customers. Sales promotion can be very expensive.
Sales promotion
examples
Ambushes or catches the attention of customers through unusual or shocking techniques. It uses the Guerrilla marketing.
Guerrilla marketing
Bag-vertising Bra-vertising
Fancy dress
Stickers
Graffiti
Buzz marketing Lavatories
Guerrilla marketing
Examples
Pester Power
Confusion marketing Ambush marketing Infiltration marketing Pop-up advertisements
Unethical promotion
Examples