 http://www.thinkbox.tv/server/show/nav.1250
 TV asked a panel of 8000 viewers to vote for their favourite ads of the last ten years. From dancing eyebrows and talking meerkats, to a car made of cake and the world’s longest waterslide, these are some of the TV ads that made us smile, think and want more.

 Promotion is all about communication. ‘Promotion is how marketers communicate with their target markets that include existing customers and prospective customers’.
 Promotional Mix is the process and variety of promotional methods used to communicate information about a product, service and product offering.
 Reasons for promotion
 ‘Promotion can build or destroy a brand, it can change attitudes, and it can influence the view that society as a whole has of the company and its products.’

 Advertising
 Sales Promotion
 Personal Selling
 Direct Marketing
 Public Relations
 Sponsorship
 Celebrity Endorsement

Advertising is one of the most important parts of promotion.
The purpose of advertising:
1.
Inform people – make potential customers aware of your product and benefits
2.
Persuade people to make a purchase – inform people about the benefits or sell at a lower price
Advertising is made up of:
 message – what you want to tell customers
 medium – how you choose to advertise

Advertising Medium
1 Moving images (TV or Cinema advert)
2 Print (newspapers or magazines)
3 Ambient (public spaces, sides of buses)
4 Digital (websites, email, text messages)
5 Audio (radio adverts)

 “Sales Promotion is the process of encouraging customers to buy the products by offering an incentive”
 Price promotion – discount on product e.g. 50p off,
BOGOF, 25% extra free
 Coupons – discount or free gift
 Competitions – instant win offers in the package
 Money refunds – cashback, e.g. mobile phones
 Loyalty incentives – collect stamps for a free drink

 Personal selling is where businesses use people (the
“sales force”) to sell the product after meeting face-toface with the customer.
 Methods include:
 Face to face – saleperson watches body language to adapt sales pitch
 Telephone – listen to customers tone of voice to adapt sales pitch
 Email- send attachments of deals to customer
 Video or web conferencing – connect all over the world

• Public relation are activities a business does to put information into the media, but without paying for it
• Exhibitions – present and display products to get people interested in buying
• Sponsorship – pay to display brand at event (creates a positive image)
• Press releases – statement sent to journalists to get them to write something interesting about your company

• Business communicates directly with the customer
• Direct Mail – letters posted to the customer giving information about new products
• Mail order Catalogues – shows the different products in comfort of your own home

 Watch this video:
 http://www.bbc.co.uk/learningzone/clips/businessstrategy-promotion/12270.html
 http://www.bbc.co.uk/learningzone/clips/shortintroduction-to-promotion-and-advertising/10959.html