marketing communication involves communication about the product the product or service an element...
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Promotion!!!!!
What is promotion?• marketing communication• involves communication about the
product the product or service• an element in the marketing mix• aimed at informing, influence and
persuading customers to buy or use a particular.
Advantages 1. Advertising
• Wide coverage• Control of message• Repetition means that the message can
be communication• Can be used to build brand loyalty
2. Personal selling• High customer attention• Message is customized• Interactivity• Persuasive impact• Potential for development of relationship• Adaptable• Opportunity to close the sale
3. Sales promotion• Effective at achieving a quick boost to sales
• Encourages customers to trial a product or switch brands.
4. Merchandising• Displaying products to maximize sales
• Operates at the ‘point-of-sale’
5. Public relations• Can achieve favorable publicity about the business• Can communicate effectively with customers and
other stakeholders• Can build the image and reputation of the business
and its products, particularly amongst customers6. Sponsorship• Sponsoring events that appeal to their market are
likely to shape buying attitudes and help generate a positive reaction.
• Promotes the 'Brand Image'
7. Direct Marketing• Focus limited resources on targeted promotion• Can personalize the marketing message• Relatively easy to measure response & success• Easy to test different marketing message• Cost-effective if customer database is well
managed
What is branding?
• an identity for a product that distinguishes it from competitors.
• The adoption of values, image, awareness, recognition, quality, features, benefits and name for a product
• the sum of the characteristics of a product perceived by user.
Why?????????• To differentiate the product• To aid advertising• To build loyalty• To facilitate recall• To communicate value of the
product• To target segments• To aid recognition• To protect the product• To promote the product• To convey the image of the
product
Banded product
Types of advertising
Informative – provides information
Persuasive – to encourage brand switching
Competitive – to point out differential advantages
5 Ms of advertising• Mission – objectives
• Money – to pay for the campaign
• Message – to be delivered
• Media – choice of advertising media
• Measure – measuring the impact
1.Print media – newspaper and magazinesAdvantages:• Widely read• Short lead time• Local. Regional and
national papers available
• Color printing adds to impact
• Inexpensive compared to television
Disadvantages:• Short life • Low impact• Not every group
reads a paper• High costs
especially for national newspaper
2. Television
Disadvantage:• Very high overall cost• Limited prime time
space• Short-lived• May not be watched –
visual wallpaper• Proliferation of
channels• Reduces audience• Conveys only a
limited message
Advantages:• Large audience• Low cost per exposure• High impact – color,
sound and movement• Can target specific
groups
3. Radio Advantages:• Relatively
inexpensive• Can target
specific segment
• Relatively mobile
• localDisadvantage: • Limited impact• No vision• Short life• Listener’s
attention limited• Audio wallpaper• Mainly local
rather than national
4. Cinema
Advantages:• High impact• Captive audience• Can be specifically
targeted• Local audience• Visual,
sound, ,movementDisadvantages:• Limited audience• Mainly young
audience• Short lived
message• May only be seen
once
5. OutdoorAdvantages:• Repeatedly seen• Target particular area• May encourage impulse buying
if close to shops• Local media
Disadvantage:• Message must be short and
simple• Cannot target socio economic
groups• Rarely attract full attention • Short lived• Difficult to measure
effectiveness
6. Internet Advantages:• Cheap• Easy to set up• Easily updated• Number of hits
can be monitored – useful measure of effectiveness
Disadvantages:• Problems of
connecting• Limited audience• Technical problems• Banner adverts not
very effective• Search engine listing
can be costly
TV commercials
These styles are unique. These commercials show good quality and benefits of products. They also provide a lot of useful information about products. Human will be interested in these products because of these advertisements.