Promotion

• What is the purpose of promotion?

  Get people talking

  Encourage people to buy products

  Spread brand awareness

  Improve reputation

  Remind people of business objectives
• Why is it important for a company to have a good logo?

  • Recognisable
  • create a brand image
  • relate to the business
  • have some advantage against others
• Promotion is the activités designed to communicate with the market thereby increasing visibility and sales of a product

  Firms use different promotional strategies to make their products more widely known to other businesses and the general public eg. branding
• Why will businesses use a range of promotional techniques?

  Reach a wide audience

  Appeal to different target markets

  Get their name out there as much as possible
• What is the promotional mix?

  Advertising

  Public relations

  Branding

  Merchandising

  Sales promotions

  Direct selling (face to face)
• Promotion is designed to create AIDA (attention, interest, desire, action)
• Promotional decisions are influenced by:

  • The segmentation, targeting and positioning process ➡️ will the message appeal to the target, does the promotion support the rest of the marketing mix and correctly position the product relative to competitors
  • Internal constraints ➡️ size of the promotional budget or the firms ethical objection
  • External influences ➡️ technology, competitors actions, environmental issues
• What is branding?


  A promotional method that involves the creation of an identity for the business that distinguishes that firms and its products from other firms
• Branding can adid value to a product allowing firms to charge a higher price

  Ultimatley leads to brand loyalty where by customers will continue to buy products from that firm
• What is relationship marketing?


  It focuses on building a longer term relationship with valued customers rather than focusing on short term sales

  Builds brand loyalty

  Ecnourages an emotional attachment to the brand
• What are some Promotional methods?

  • Public relations (PR) involves communicatin g with the media such as newspapers, television and radio
  • Merchandising is the way in which a firm promotes its products at point of sale
  • Sales promotion
• How does technology link to promotion?

  Developments in technology are affecting the promotional activites of business, including:

  • social media
  • viral marketing