Marketing Mix Promotion Management of Marketing Higher Business

Marketing Mix - Promotion Management of Marketing Higher Business Management

What is Promotion? A method used to pass on information to consumers An essential way of keeping existing customers and getting new ones

Methods of Promotion Methods of Advertising Above the Line (ATL) Below the Line (BTL) Into the Pipeline Out of the Pipeline

ATL - Types of Advertising Health, Education Board for Scotland – smoking, drugs, alcohol etc Informative Used in very competitive markets, use powerful images and language – ‘Probably the world’s favourite lager. ’ Persuasive Promoting the whole company – BP adverts focus on their ‘green image’ not on the product (petrol) Corporate Whole industry promotion – Scottish Beef, Scottish Tourism Generic

ATL - Types of Advertising Media Print: newspapers (local, daily, national and Sunday) magazines, direct mail Broadcast: TV, radio, Internet, Cinema Outdoor: billboards, buses, round football grounds etc

You will see THREE adverts, identify and justify whether these are: Informative, Persuasive or Corporate https: //www. youtube. co m/watch? v=j. S 5 Bq. XDMX 94 https: //www. youtube. co m/watch? v=zpu 95 Ec. Rir 4

BTL – Into the Pipeline (Aimed at Retailers) • Dealer Loaders: 6 for the price of 5 • Point-of-sale displays, posters, videos • Dealer competitions • Staff training for the shops • Sale or return • Extended credit

BTL – Out of the Pipeline (Aimed at Consumers) • Free samples • Bonus packs: 50% free • Price reduction: 50 p offer • Premium offers: one product is free when you buy another • In-store demonstrations and tasting • Merchandising: in-store displays

Additional Below the Line Methods of Promotion PUBLIC RELATIONS PRODUCT/CELEBRITY ENDORSEMENT PACKAGING ETHICAL MARKETING

BTL – Public Relations Will involve: press statements, making charitable donations, sponsoring events, arranging product endorsement Publicity: internal through press releases or external through news reports or consumer programmes. Not usually paid for, can become advertising if it is good publicity.

BTL – Celebrity Endorsement ADVANTAGES Photographs of the celebrity are used to create a visual connection to the product Higher prices can be charged due to the endorsement Statements can be used in promotions to further enhance the product DISADVANTAGES Costs large amounts to retain celebrity If celebrity gains bad publicity the product is also tarnished

BTL – Packaging Factors that should be considered: • Shape and weigh: can affect distribution costs • Protection: product must not be damaged in transit or be affected by heat, light or dust • Convenience: easy for the customer to handle • Design: eye-catching to distinguish from competitors • Information: legal requirements (food labelling), technical requirements (wattage on bulbs) • Environmental factors: public concern about recyclable materials and excess packaging. https: //www. youtube. com/watch? v=Yt. NSYkb 5 Avo

BTL - Ethical Marketing Must not mislead consumer Should not offend the customers’ beliefs or moral senses Ethical Marketing Adverts must not be indecent or obscene Promises must be there in the product – it must ‘do what it says on the tin’

Advertising Standards Authority (ASA) Misleading Adverts • Must have evidence to prove claims made in the advert • Pricing – cannot contain any hidden costs • Free – must mean free Harm and Offence • Rules to ensure that adverts do not cause harm or serious widespread offence • Includes rules relating to loudness of TV adverts; shock tactics, unsafe practice and photosensitive epilepsy Children • Includes rules about unsafe practices and unfair pressure; pester power and sales promotions for children Environmental claims • Rules about making ‘green’ claims for products or services • Rules cover evidence, the claims and ‘life cycle’ Prohibited categories • Lists products and services that are not permitted to be advertised on TV or radio at all.