Promotion

• what is promotion?


  the part of the marketing mix designed to inform customers about a product and persuade them to buy it
• what is the promotional mix?

  the combination of promotional activities that a firm uses in order to create awareness and generate sales
• what is advertising?


  paid for communication that can use a variety of media
• what is direct marketing?

  promotional material directed through mail, email, social media, or phone to individuals or businesses
• what is sales promotion?

  tactical, point of sale material or other incentives designed to boost sales in the short run
• what is public relations?

  activities planned to get favourable publicity in the media
• what are sponsorships?


  when a business pays to associate its brand name with an event/team/person/charity to raise its profile in the public eye
• what is personal selling?

  direct communication between a sales person and customers
• what is viral marketing?

  a promotional method that relies on individuals spreading a marketing message rapidly and exponentially to target a large audience, often through social media
• how does promotion work?

  • provides information about products
  • increases awareness
  • reminds consumers of products
  • repositions/rebrands product
• advantages of sales promotion?

  • attract new customers
  • encourage loyalty and repeat business
  • get insights into consumer behaviour
  • respond to opportunities in the market
  • control and move excess stock
• disadvantages of sales promotion?

  • may have to constantly offer discounts to keep sales volume
  • customers will wait for offers before they buy
  • devalue brand
  • ignore existing customers
  • too regularly can loose impact
  • less profitable
• advantages of public relations?

  • increase brand recognition
  • connect with target audience
  • build a brand image
  • maintain reputation
  • build relationships
  • attract investors
  • provides short and long term results
• disadvantages of public relations?

  • no guaranteed results
  • high costs
  • difficult to measure success
  • no control
  • can become negative publicity
  • looses relevance quickly
• advantages of digital communications?

  • accessible and convenient
  • boosts productivity
  • improves communication
  • employee satisfaction
  • remote working
  • sustainable
  • cost efficient
• disadvantages of digital communications?

  • security and privacy risks
  • can be a miscommunication
  • less personal contact
  • can be irritating
• advantages of sponsorships?

  • boosts brand awareness
  • attract new customers
  • create a positive reputation
  • can target a new market
  • cost effective
• disadvantages of sponsorships?

  • negative image association
  • lack of control
  • sponsorship clutter
• advantages of direct marketing?

  • targeted
  • cost effective
  • measurable
  • flexible
  • creates brand loyalty
  • improve customer relationships
• disadvantages of direct marketing?

  • can be intrusive
  • may be bad for the environment
  • low response rates
  • legal issues
  • costly
  • lots of competition
• advantages of personal selling?

  • flexible
  • gather feedback
  • build relationships
  • personalisation
  • attracts customers
  • increased sales
• disadvantages of personal selling?

  • expensive
  • time consuming
  • limited customer reach
  • loss of customer loyalty if a staff member leaves
• advantages of advertising?

  • reach more customers
  • encourage people to buy product
  • builds awareness of brand
  • competitive advanatges
• disadvantages of advertising?

  • misleading
  • clutter
  • expensive
  • creates a monopolistic market
  • risks of negative publicity
• what factors affect the choice of promotional strategy?

  • target market and position
  • nature of product
  • stage in product life cycle
  • competition
  • objectives
  • budget
  • external influences
• what are the types of digital communications?

  • social media marketing
  • viral marketing
  • influencer marketing
  • webinars/online events
  • customer reviews
  • search engine optimisation
  • email marketing