Promotion, Promotion, Promotion...
P2
Unit 3 Objectives
 Explore the use of branding and the
promotional mix in Business.
 Develop and promote a brand for a business.
Starter
My favourite advert......
http://www.youtube.com/watch?v=TVblWq3t
DwY&feature=related
What’s your favourite advert? Why?
What might be some reasons for a
business advertising their product?
Promotion
 This is how
customers are
informed about the
product/service
PROMOTION
Any form of communication a
business or company uses to
inform, persuade, or remind
people about products and to
improve its image
Why?
Businesses promote to increase
AWARENESS.
They may also wish to persuade, remind
or strengthen brand image.
What was the purpose of the Cadbury
advert?
Methods of promotion
You have 30 seconds to list as many ways as
possible a business may use promotion. The
winner gets a credit.....
HINT: Think of what small businesses might do
as well as larger ones!
Choice of promotion
How might a business choose which type of
promotion to use??
 Cost of the advertising
 Size of the market being targeted
 Nature of the product
 Who the target consumers are
Types of Promotion
What types of promotion can you think of?
 Advertising
 Sales Promotion
 Personal Selling
 Publicity/ Public
Relations
 Visual
Merchandising
Purposes of Promotion
Why do businesses promote themselves and their
products?
 Convince potential customers to buy.
 Explain features/benefits of products.
 Tell where products are sold.
 Advertise sales on products.
 Answer customers’ questions.
 Introduce new products.
 Create a favourable image of the company or product.
P2 – Part 4
Lesson Objective:
To assess the
Marketing mix for a
selected branded
product...
 Add to your Word Document from Part 3...
Progress Board

What does promotion mean?


Promotion means...
What is the purpose of Promotion?

Business try to promote themselves and their products because...
Product placement in films...
 Which brands are being promoted in these
clips?
 Why do you think they use films to promote
their brands?
Campaigns
 Businesses offer
promotions as part of a
“campaign”
What current campaigns can
you think of – that are running
now?
Check with the next slide
Did you think of these?
How about this advert?....
Advertising
• Advertising is a 'paid for‘.
• It is used to develop attitudes,
create awareness, and transmit
information.
• There are many methods of
advertising:
•
•
•
•
•
newspapers (local, national, free,
trade)
magazines and journals
television (local, national,
terrestrial, satellite)
Cinema
outdoor advertising (such as
posters, bus sides).
• Create your own bus slogan
generator LINK
What makes a good advertising
campaign?
Eye catching design
Catchy slogan
Can you think
of any others?
Humour
Successful advertising promotions
campaigns from the past
http://www.davidnaylor.co.uk/top-10-uk-adverts.html
Build on your list of what
makes a successful advert
P2 – Part 4
Lesson Objective:
To assess the
Marketing mix for a
selected branded
product...

Progress Board
What is Advertising?
 Advertising is...

What are the advantages of advertising?
 An advantage of advertising is...

What are the disadvantages of advertising?
 An advantage of advertising is...
Personal selling
• Personal Selling is an effective way
to manage personal customer
relationships. The sales person
acts on behalf of the organisation.
They tend to be well trained in the
approaches and techniques of
personal selling.
• However sales people are very
expensive and should only be used
where there is a genuine return on
investment. For example salesmen
are often used to sell cars or home
improvements where the margin is
high.
Personal Selling
How many products can
you think of that
are promoted this way?
P2 – Part 4
Lesson Objective:
To assess the
Marketing mix for a
selected branded
product...

Progress Board
What is Personal Selling?
 Personal Selling is...

What are the advantages of Personal Selling?
 An advantage of Personal Selling is...

What are the disadvantages of Personal Selling?
 A disadvantage of Personal Selling is...
Sales promotion
Get ready to draw a mindmap
Sales promotions mindmap
BOGOF
Free
samples
Extra % free
Sales
promotions
Free gifts
Competitions
Coupons
Events
Problems with sales promotions
 Too many promotions
can devalue the brand –
when do you see an
Aston Martin on offer?
 Promotions don’t build
brand loyalty they just
increase sales in the
short-term – exception
is Clinique bonus time
P2 – Part 4
Lesson Objective:
To assess the
Marketing mix for a
selected branded
product...

Progress Board
What is Sales Promotion?
 Sales Promotion is...

What are the advantages of Sales Promotion?
 An advantage of Sales Promotion is...

What are the disadvantages of Sales Promotion?
 A disadvantage of Sales Promotion is...
Public Relations
 Public relations,
abbreviated as PR, is the
actions of a corporation,
store, government,
individual, etc., in
promoting goodwill
between itself and the
public, the community,
employees, customers,
etc.







Newsletters
Press Releases
Bogs
Photos
Social Media
Press kits for the media
Website press room
From the Omega PR Press
Kit
P2 – Part 4
Lesson Objective:
To assess the
Marketing mix for a
selected branded
product...

Progress Board
What is Public Relations?
 Public Relations is...

What are the advantages of Public Relations?
 An advantage of Public Relations is...

What are the disadvantages of Public Relations?
 A disadvantage of Public Relations is...
Personal Selling
How many products can
you think of that
are promoted this way?
Direct Mail
 Highly focussed
targeted mail based on
what you have bought
before
 Can be e-mail or by
post
 May be special offers
to re-engage customers
who have stopped
buying
Sponsorship
 Positive association of
the product with a
celebrity or a sport
 Can be very expensive
 Difficult to tell what
impact this has on
brand loyalty or sales
What does Red Bull sponsor?
Does its sponsorship change the way
That you feel about the brand?
P2 – Part 4
Lesson Objective:
To assess the
Marketing mix for a
selected branded
product...

What are Direct Mail and Sponsorship?
 Direct Mail and Sponsorship is...
Progress Board

What are the advantages of Direct Mail and Sponsorship?
 An advantage of Direct Mail and Sponsorship is...

What are the disadvantages of Direct Mail and Sponsorship?
 A disadvantage of Direct Mail and Sponsorship is...

How does Mars promote Celebrations?


Mars promotes Celebrations by...
Why do they use these methods?

They do this because...
Quiz get ready...
 1 What is personal selling? Give an example
 2 What is direct mail? Give an example
 3 What is sponsorship? Give an example
 4 What is a trade fair? Give an example
 5 What is public relations? Give an example
 6 What is sales promotion? Give an example
 7 What is advertising? Give an example
Lesson Objective:
To assess the
Marketing mix for a
selected branded
product...
The Marketing mix!
Progress Board
 To complete P2, you must complete all parts in your Word
Document as follows:
 P2 Part 1 – Mix it up!
 P2 Part 2 – It’s all about the money...
 P2 Part 3 – Location, Location, Location...
 P2 Part 4 – Promotion, Promotion, Promotion
 All the tasks are contained in these PowerPoints on the shared
area!
 Please then save and print your work!
Testing your knowledge...
 http://quizstar.4teachers.org/indexs.jsp

The Marketing Mix
Marketing Mix Example
Product
USB Memory Stick
Price
2 GB £22.99
Place
PC World, Amazon.co.uk
Promotion
TV Adverts, Trade Journals,
Specialist Magazines
Recap...