The Marketing Mix
Promotion
Aims of today’s lesson:
 To have an understanding of the
marketing mix and the role of
promotion
 To understand the difference between
above and below the line promotion
Starter
How would you
‘define’
PROMOTION?
Promotion is …
 Communication techniques to get information,
influence and persuade customers.
 Or…. Getting a way to spread your idea/product to
customers!
 …its all about persuasion!
Viral Marketing…..
From laptop.
From web.
So what methods
of promotion did
this video show us
that are
traditionally used?
Promotional methods
Main methods
include:
 Advertising
 Sales promotion
 Personal selling
 Public Relations
 Direct mail
 Sponsorship
It depends on
 Stage in the life
cycle
 Budget
 Target market
 Nature of the
product
 Competition
To the DVD
Working Lunch – best of DVD!
Session 5 _ brand management
What are the Objectives of
promotion?
 Increase sales
 New customers
 Retain existing
customers
 Encourage a trials
 To inform
 To remind
 To assure
 To encourage
brand switching
 To create an image
 To encourage
customer contact.
You will need to use
these ‘objective’
terms for the
following few slides /
tasks
What’s the Marketing objective?
Cola –
be
yourself
Lynx
What’s the Marketing objective?
Citroen C4
Robotic
dancing
Stroke Sign of
advice
What’s the Marketing objective?
Two ‘types’ of promotion…
Above the line ….
 Uses independent media
 Aimed at a wide audience
Below the line….
 Uses media that the company has
some form of control
Above the line
 This uses advertising…
 Advertising is using any paid form of
non-personal presentation.
 Uses media that company has little
direct control over.
Below the Line
 Uses all forms other
than advertising








Includes
Direct mail
Exhibitions
Sales promotion
Branding
Merchandising
Packaging
Sponsorship
Exhibitions don’t have
to be boring…
You decide on which factors are +
or – for above / below the line…
 Adaptable
 Can only reach a limited
number of customers.
 Control the message
 Expensive
 High cost
 Higher customer
attention
 Impersonal
 Interactivity
 Labour intensive
 Lacks flexibility
 Limited capacity to close
the sale
 Message is customised
 One way communication
 Opportunity to close a
sale
 Potential to develop a
relationship
 Repetition
 Used to build brand
loyalty
 Wide coverage
Benefits and Problems for Above
the line promotion
Advantages
Disadvantages
 Wide coverage
 Control the
message
 Repetition
 Used to build brand
loyalty
 Expensive
 Impersonal
 One way
communication
 Lacks flexibility
 Limited capacity to
close the sale
Benefits and Problems for Below
the line promotion
Advantages
 Higher customer
attention
 Message is customised
 Interactivity
 Potential to develop a
relationship
 Adaptable
 Opportunity to close a
sale
Disadvantages
 High cost
 Labour intensive
 Expensive
 Can only reach a limited
number of customers.
Markets & Media activity
 You need your whiteboard & pen
 No cheating… quick fire round
 Put down your immediate thoughts…
Quick fire activity
 Tell me your immediate thought of
the
 target market
 and
 promotional method used….
 For the following items….
For example - Playstation
 Target market = teenage boys
 Promotional method
 = Games magazines
Quick fire starts here…
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
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
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Bowling
Toothpaste
Airline travel
Dishwasher liquid
Crisps
Stanna stair lift
Local pub quiz
Dating Agency
Local Farmers market
target market
and
promotional
method used….
Viral Marketing – e-commerce!
 network-enhanced word of mouth
 Amazon.com encourages their
customers to "send a book to a
friend".
Best example of viral marketing?
Cadbury’s – king of viral?
What benefits have Cadbury’s
gained from these marketing
campaigns?
More from the DVD
Best of Working Lunch - Advertising
Homework….
 Read article & answer Q’s
 What is Viral Marketing?
 Identify 5 traditional Marketing
promotional methods.
 What is a ‘brand’?
 Select one well known brand, describe how
it has maintained its brand leadership.
 What is a ‘sneezer’?
 Do you know of any ‘sneezer’ promotions
that have caught your attention?
Plenary
 Other than advertising, how else can
a business promote its goods &
services?
 Can you name me 3 promotional
objectives?
 What is the difference between above
& below the line promotions?
Other good clips…
Iphone
Ipod shuffle
Sheila’s wheels
Guinness
A later homework Q….
To what extent is…….?
Exam
Skills
To what extent is
PROMOTION the most
important ingredient of
the marketing mix?
How best to answer this question?
 Knowledge = DEFINE….
 What is the marketing mix?
 what are the 4 ‘ingredients’ of the
marketing mix
Application & Analysis
 Application
 Use REAL
business
examples…
 Analysis
 Why IS promotion SO
IMPORTANT to a
business
 Why is promotion NOT
the most important…
Aka. Why are the
other features as or
more important?
Evaluation
 You decide….. Do you think promotion
is the most (or not) important part of
the marketing mix?
 It is possible to provide a 2 sided
conclusion – by using real business
examples where promotion IS and in
another case IS NOT important!
Homework….
To what extent is
PROMOTION the most
important ingredient of
the marketing mix?
(15 marks)
K= 3, Ap = 3 An = 4 E=5