Marketing Mix Promotion Lesson Objectives Todays lesson we

Marketing Mix Promotion

Lesson Objectives. . . Today’s lesson we are going to look at… n What is meant by promotion? n Range of promotional activities n Advertising

Promotion. . . Promotion is a mix of methods and activities designed to increase the sales of a product

Promotion Objectives • Increase sales • Encourage loyalty • Encourage trial • Create awareness • Inform • Remind • Reassure

Types n Above the Line Advertising in the mass media Aiming for huge audiences n Segmentation? n n

Advertising ‘The means of providing the most persuasive possible selling message to the right target group(s) at the lowest possible cost’

Methods of Advertising… Newspapers and Magazine Television and Cinema Radio, Posters and Billboards Internet

Types of advertising Types of Advertising Informative Defensive Usually Factual, Where a company responds to a competitors claims Gives Information Persuasive e. g Smoking Adverts Sets out to persuade people to buy the product e. g Car Companies e. g Tesco Price Adverts

Task Look at the following adverts and decide what the objective is of each.

TV Advertising n What messages are the following adverts giving?

Homework n n n Find 3 adverts from 3 different types of media Explain the message that the advert is trying to get across What do you think the objective is?

Sponsorship Free Gifts Personal Selling Discounts Public Relations Competitions Below the Line Sponsorship Direct Mail Celebrities Product Trials Point of Sale Advertising