• A special offer that can help increase the average customer loyalty and revenue
• Promotion is one of the market mix elements
• Term “promotion” is used by a marketing company but not to the public/market
• Attracts new customers
• Differentiates a product
• Creates an image
• Increases sales
• Creates awareness
• Persuades customers into thinking their product is better than others
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Control of the message being promoted
It can be used to build brand loyalty
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Opportunity to close the sale
You can create your own message
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Permits you to advertise your business on a
large scale
Enhances your business image
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Persuades customers into trying or switching
brands
Quick increase to sales
• Establishes credibility for a product
• Achieved at a very low cost
• Promotes a new product
• Builds an image
• Personalizes the marketing message
• Cost-effective
• A way to build an important company asset like having a good reputation
• Builds up an expectation about the company or products
• Commonly referred to by advertisers and marketing people
• To target segments
• Making a company a brand can spread more respect to a related new product
• Get more money for the company when you decide to sell it
• People tend to choose brand name suppliers over no name ones
• Differentiates the product
• Builds loyalty
• To promote the product
Some people don’t even know that
‘Band-Aid’ is a brand name because we
are all used to calling it this.
Everyone calls it lip balm or chap
stick, even if its not chap stick, the
brand is just well known.
‘Frisbee’ is a name brand which
and it is actually called a flying
disk but everyone calls them
Frisbees nowadays.
Brand name for many paper-based
products. It’s actual tissue paper
but the brand is so well known
that most people call it ‘Kleenex’.
Hula Hoops became famous in the 1950’s
and started getting called hula hoops
because it was a famous brand.
Persuasive Advertising:
Seeks to influence and encourage consumers to
buy a product, which is usually used after a
product has been introduced to customers.
E.g. TV advertisements such as Proactive and Nair
Competitive Advertising:
Communicates the unique benefits of a product,
and differentiates it from the competition.
E.g. Mac vs. PC, Pepsi vs. Coke
Pioneer Advertising:
Used when a new product is introduced to the
market and there is no other product on the
market similar to it.
E.g. Apple IPhone was the first phone to have a touch
screen when it first joined the market.
The purpose and objective behind advertising. The mission
includes sales promotion, information to consumers, and
making the products popular and introduces a new product.
The finance provided for advertising purpose. The money
provided is used for advertising, media, coverage of
advertising, and other funds.
Provided through the text of advertisement. The message can
be given through pictures, slogans, written words, etc. The
message is for the information and guidance of future buyers.
Advertiser has to decide which media has to be used for the
advertising. Media differs as cost, coverage, and effectiveness.
The selection of media depends on the budget, and products to
be advertised.
Relates to the effectiveness of advertising, an advertiser
makes an evaluation of advertisement in order to judge its
effectiveness.
Advantages
• Targets specific groups
• High impact color, sound, movement
• Big audience
Disadvantages
• High overall cost
• Might not be watched
• Transports a limited message
Advantages
• Not expensive
• Local
• Targets specific segments
Disadvantages
• Short life
• Local rather than national
• Listener's attention is limited
Advantages
• Color printing adds to impact
• Targets specific segments
• Doesn’t take much time to read
• Widely read
Disadvantages
• Low impact
• High costs
• Short life
• Not everyone reads newspaper/magazines
Advantages
• Visual, sound, movement
• Local audience
• Specifically targeted
Disadvantages
• Probably only seen once
• Short lived message
• Mostly young audience
Advantages
Advantages
• Fastest growing advertising media
• Seen a lot
• Uses moving images
• Targets specific area
• Can be saved by consumer
• 24/7 coverage
Disadvantages
Disadvantages
• Might be expensive to set up
• Message has to be short/plain • Problems of connecting
• Rarely attracts full attention
• Technical problems
• Might be seen as a traffic hazard
http://www.youtube.com/watch?v=3tI4CbCniBI&feature=relmfu
This Old Spice commercial is the definition of a good commercial
because you can watch it more than once without getting bored. It’s
funny and guaranteed every time you watch it, you will laugh.
http://www.youtube.com/watch?v=DqUnsKMsRxM
The Heineken commercial will catch everyone’s attention with it’s catchy music. It’s a
good commercial because it’s different from many other commercials.