promotion

• what is the definition of promotion ?

  The attempt, through various forms of media, to draw attention to a product

  and thereby gain and retain customers.
• objective of promotion - increase sales

  make aware of the benefits - > go and buy it to try it out
• objective of promotion - To provide potential customers with readily available information about the product

  make them aware of how it can help -> fit with their requirements and to then make aa decision
• objective of promotion - To give the products an image, or to establish a brand identity.

  A great deal of promotional activity which takes place is done to keep the product in consumers’ minds. This reminds consumers why they bought the product and why they should continue using it over rival brands.
• objective of promotion - To establish a corporate image.

  Some advertising does not sell a specific product or range of products; instead, the objective is to establish the right image of the producer or retailer within the mind of the consumer → gives people confidence in the company's products.
• objective of promotion - To enable long-term business planning to take place.

  Promotion is part of the whole process of bringing a product or service to market. Effective promotion allows life cycles to be developed and prolonged. This then enables production and investment to occur with greater confidence.
• what is above the line promotion ?

  advertising that reaches a mass audience
• types of promotion - persuasive

  Adverts try to convince the consumer that good things will happen if they use the product and bad things will happen if they don’t.
• types of promotion - informative

  Adverts that describe the good features of the product and leave it up to the consumers to decide whether or not the product will be of use to them.
• below the line production - personal selling

  Occurs when a company’s sales team promotes a product through personal contact.  This can be done over the telephone, by setting up meetings, in retail outlets or by knocking on doors.  Advertising is impersonal; it is directed at a mass audience and so it tends to be very generalised. The use of personal selling allows the firm’s message to be personally tailored to the individual buyer.
• below the line production - packaging

  Consumers often link the quality and design of a products packaging with the quality of the product itself.
• below the line production - sales promotion

  Incentives offered to consumers to encourage them to buy goods and services.  They are used as a short-term boost to the sales of a product. 

  examples :

  • Loyalty cards
  • Money off vouchers
  • Product endorsements
  • Product placing
  • Free offers
• sales promotion - sponsorships

  Involves one organisation giving financial or other support in exchange for its name being associated with the product or event.
• sales promotion - point of sale displays

  A unique eye catching display to help increase sales of a product
• sales promotion - loyalty cards

  Good way to find out about the customer. Businesses will target specific promotions at specific customers to encourage them to buy more.
• public relations

  • PR is the planned attempt to create a favourable image of an organisation.
  • It often involves contacting the media (newspapers, radio, television) and persuading them to publicise information about the organisation about the organisation and its products.
  • This may be achieved by issuing PRESS RELEASES
  • The general aim is to create a good public image of the organisation and to get the name of the organisation well known.
  • The effects of good public relations can help to increase sales.
• Why is sale promotion also called ‘below-the-line’ promotion?

  Because it does not rely on published media
• outline what is meant by above the line promotion

  • advertising
  • traditionally , advertising takes place through independent media such as print media and broadcast media - newspaper , magazies