Promotion

• what is promotion?

  methods to communicate information about its products and services among customers and potential customers
• What are the 5 ways to promote?

  • Advertising
  • Public relations
  • Sponsorship
  • Sales promotion
  • Social media
• what is advertising?

   paid form of communication used to persuade an audience to buy products/services
• types of advertising...

  • tv
  • online
  • billboards
  • newspapers
  • radio
  • websites
• what is public relations (PR)?

  promotional technique to gain media coverage e.g opening a new store or launch a new product
• what is a sponsorhsip?

  specialist type of PR - business will donate money for event/team or individual in return that they'll display the business name
• what is sales promotion?

  strategies used by a business to increase sales in the short term
• examples of sales promotion:

  • discounts
  • competitions
  • coupons
  • free gifts
  • BOGOF
  • points of sales displays
  • free samples
• what does bOGOF mean?

  buy one get one free
• what is a point of sales display?

  used in retail to showcase products and promotions at the point of sale
• what is a point of sale?

  place or moment where a customer completes a purchase from a business, whether that's in-store, online, or via a mobile app
• advantages of advertising:

  • wider coverage
  • control of message
  • effective for building brand awareness and loyalty
• disadvantages of advertising:

  • often expensive
  • lacks flexibility
  • one way communication
• advantages of public relations:

  • can be a cost effective way to get a message to a larger audience
  • well managed PR campaign can help raise business' profile and improve repuation
• disadvantage of public relations:

  • business cannot control how its portrayed by the media
  • time spent writing a press release may not be published
• advantages of a sponsorship:

  • increased brand awareness
  •  positive public image can build stronger relationships with both customers and stakeholders
• disadvantages of a sponsorship:

  • financial risks - can be expensive
  • potential for negative publicity
• advantages of sales promotion:

  effective at achieving a quick boost to sales

  encourages customers to trial a product
• disadavntages of sales promotion:

  • sales effect may only be short term
  • customers may expect further promotions
• advantages of social media:

  • relatively cheap to set up and manage
  • can target specific market segments
  • is widely used - ideal to rech a large target audience
• disadvantages of social media:

  • negative comments can go viral
  • too much traffic - messages can be ignored or missed
  • some customers may not use it