Samantha FabroPROMOTION

WHAT DOES PROMOTION

DO?COMMUNICATES

INFLUENCES

PERSUADES

Promotion is aimed at the consumer

tells them about a product

so that they can buy it!

ADVANTAGES

OFADVERTISING:

PERSONAL SELLING:

SALES PROMOTION:

MERCHANDISING:

- A repeated message communicates the purpose of a product or company- Brand loyalty can be built off this type of influence over

mass media

- Relationships may develop if personal contact is used, this may increase loyalty- Customer’s pay more attention to a person’s

persuasive effect

- Opportunity gives customers trial period of new product- Very effective for boosting

sales

- Influence consumers to buy product/spike their interests

- Goes hand-in-hand with advertising campaigns

ADVANTAGES

OFPUBLIC RELATIONS:

SPONSORSHIP:

DIRECT MARKETING:

- The image of a business/product/company is projected in a positive way with PR- People can become more aware of a product or company

using PR

- Both the product and company acting as the sponsor will be promoted here - This is very helpful is both arts and sports

industries

- Makes promotions easy to target – a message can be personalized- It is cost friendly and easy to recognize its level of

effectiveness

BRANDING

?WHAT IS BRANDING?

Branding is when a company establishes their identity.

They will then have values, image, quality, features, benefits, and a recognizable name!

The company can now stand on its own next to the competition.

WHY DO IT?

MAKE A PRODUCT STAND OUTBUILD A LOYAL

FOLLOWINGCOMMUNICATE WHAT IT HAS TO OFFER

PROMOTE AND ADVERTISE

CREATE A POSITIVE PRODUCT IMAGE

TARGET SEGEMENTS

THE BRANDED5THE FOLLOWING PRODUCTS HAVE BEEN BRANDED!

KLEENEX: many regular tissues are called Kleenex, even though that is only a brand name. The proper name is facial tissue.

BAND-AID: practically all adhesive bandages are called Band-Aids now, even though this is a specific brand

name.

TUPPERWARE: originally classified as plastic containers, Tupperware takes the name for most of these types of

items.

THE BRANDED5

ADVIL: this is a popular brand of drug. It became the common type of ibuprofen and is the name often used instead.

GOOGLE: this is the most used search engine, so much that people rarely call it a search engine anymore. They simply

use the term Google!

ADVERTISING

TYPESINFORMATIVE:Gives information to the public.

Can give an image of the company, or display a message.

COMPETITIVE:

May point out their company’s advantages or put down the competition to get ahead of the game.

PERSUASIVE: Encourages people to switch from the brand

they are currently using to their company’s brand.

THE 5

M’SMISSION:

MONEY:

MESSAGE:

MEDIA:

MEASURE:

Advertising objectives

Is needed to pay for ad campaign

Delivered message to consumer audiences

Which media is chosen for advertising

The impact of advertising is measured

ADVERTISING

MEDIASPRINT:

TELEVISION:

RADIO:

Advantages: -specific groups can be targeted-it is delivered to a large audience

Disadvantages:-commercials are short-lived-very limited prime-time space

Advantages:-local messages sent out on air-relatively inexpensive

Disadvantages:-people can’t see it – limited attention-local rather than national

Advantages:-frequently printed-have access to local, regional and nation newspapers

Disadvantages:-paper lives short life-is outdated – not everyone reads it

CINEMA:

OUTDOOR:

INTERNET:

ADVERTISING

MEDIAS

Advantages:-attracts large audience-can have specific target

Disadvantages:-often only seen once-younger demographic

Advantages:-seen multiple times – constantly up-encourages impulse shopping

Disadvantages:-could be potential traffic hazard-does not attract full attention often

Advantages:-very cheap-is easy to update

Disadvantages:-could be a limited audience-could be technical problems

YOU

TUBEhttp://www.youtube.com/watch?v=vY60vzAWqxw

MAC COMMERCIAL

These commercials include two characters, a Mac and a PC computer. They had a series with these two characters running for quite a while. They are effective because they are funny, entertaining and showcase Mac’s superiority. They are competitive and openly put down their competitor, but it works because what they poke fun at what is true of PCs.

CONCERNED CHILDREN’S ADVERTISER’S COMMERICALhttp://www.youtube.com/watch?v=TijcoS8qHIE

This commercial immediately attracts attention, due to the tiny hippo they have running around. It is both adorable and not very realistic, yet it has people mesmerized. When it shifts gears, it has a strong message … “Don’t believe everything you see on TV”. This is a good commercial because once it sucks you in, it has something important to say.