The marketing mix-promotion and place

Introduction Why is promotion an important part of the marketing mix?

Promotion- The use of advertising, sales promotion, personal selling, direct mail, trade fairs, sponsorship and public relations to inform consumers and persuade them to buy.

Promotion objectives

Increase sales

Raise consumer awareness

To remind consumers of an existing product

To encourage increased purchases by existing

consumers or to attract new consumers to the brand.

To demonstrate the superior qualities of a product

To create or reinforce the brand image of a product

To correct misleading reports about the product

To develop or adapt the public image of the business

To encourage retailers to stock and actively promote products to the final consumer

Promotion decisions

Promotion mix- The combination of promotional techniques that a firm uses to sell a product.

Advertising

Above-the –line promotion

Informative advertising- promoting a new product

Persuasive advertisingLittle difference between products

Advertising Agencies

Advise businesses on the most effective way to promote products.

Can offer a complete promotional strategy.

Advertising Agencies

Research the market.

Advise on the most cost-effective forms of media to be used to attract potential consumers.

Use their own creative designers to devise adverts appropriate to the media to be used.

Film or print adverts & give feedback to the client after monitoring the public’s reaction.

The Cadbury gorilla advertisement

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Advertising decisions- which media to use?

Cost

Size of audience

The profile of the target audience in terms of age, income levels, interests and so on.

The message to be communicated

Advertising decisions- which media to use?

The other aspects of the marketing mix

The law and other constraints