Promotion
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?....
1. Advertising
• Advertising is a 'paid for'
communication. It is used to
develop attitudes, create
awareness, and transmit
information in order to gain a
response from the target
market.
• There are many advertising
'media' such as 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
Humour
Can you think
of any others?
Successful advertising promotions
campaigns from the past
http://www.davidnaylor.co.uk/top-10-uk-adverts.html
Note to teachers Tango not working
Build on your list of what
makes a successful advert
2.Personal selling promotion
• 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?
3. Sales promotion
Get ready to draw a mindmap
Sales promotions mindmap
BOGOFF
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
4.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.
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Newsletters
Press Releases
Bogs
Photos
Social Media
Press kits for the media
Website press room
Download the
Omega Watches Press Kit,
Comes up as zip
From the Omega PR Press Kit
5. 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
Example of an e-mail sent to a
Customer who had not bought for a while
Gives a special offer to encourage them
To buy again
6. Trade Fairs and exhibitions
• Excellent way to talk
directly to customers
• able to show larger items
(like boats and cars)
• Able to demonstrate
products (like massage
cushion)
• Encourages consumers to
try a product (e.g. a
mushroom or a walking
stick)
Have you been to a fair – what did you try / buy?
7. 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?
Quiz get ready...
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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