Unit 1 Marketing Promotion considerations 1262020 1 Promotion

Unit 1: Marketing Promotion considerations 12/6/2020 1

Promotion -push and pull effects • Push effects are strategies to get an organisation’s products into the distribution network • Pull effects mean customers ask for the product specifically and proactively before it is in the network 12/6/2020 2

Promotion - SOST • • A method of ensuring integrated marketing planning and communication within an organisation: Situation: where does the organisation find itself? Objectives: Objectives what are the key objectives to be met by the marketing campaign? Strategy: how is the objective going to be achieved? Tactics: What are the operational details of the agreed tactics? 12/6/2020 3

Promotion – the 6 Ms • • • Another strategic consideration model for integrated planning, also known as the 4 Ms Men: your human resource Money: your budget Machines: your equipment availability Materials: samples, brochures needed Minutes: time constraints to consider Measurement: against your initial objectives 12/6/2020 4

The Promotional Mix • When deciding on a promotional campaign for a product/service, an organisation should consider a relevant combination of promotional methods, known as the promotional mix • This mix should ensure communication to all levels and locations of target market 12/6/2020 5

Sales Promotions • BOGOFF! • Q: What other sales promotion methods are there? 12/6/2020 6

Direct marketing • The distribution of products, information and promotional benefits to target consumers through interactive communication in a way that allows response to be measured 12/6/2020 7

Personal Selling • Oral communication with prospective purchasers with the intention of making a sale 12/6/2020 8

Online marketing • Q: What types of marketing have you seen emerge on the internet? • Q: How do companies use this to create a competitive advantage 12/6/2020 9

Advertising • • • The purpose of advertising is to: Support increased sales Encourage trials Create awareness Inform Remind Reassure 12/6/2020 • Create an image • Change opinion and • attitudes Gain support internally and externally 10

Advertising • All objectives should be SMART • Q: What is SMART? 12/6/2020 11

Advertising • Above the line Advertising in media options such as the press, TV, cinemas • Relate to earnings on a commission basis 12/6/2020 • Below the line Advertising in media such as direct mail, exhibitions, packaging, merchandising • Relate to earnings on a fee basis 12

Other promotional methods • Exhibitions • Sponsorships • PR • Branding 12/6/2020 HNC/HND Business 13

Further research/reading • Research the role of advertising agencies in the promotional strategies of organisations – think about the advantages and disadvantages of designing promotional plans in-house as opposed to using external agencies • Research the different media options available for promotions 12/6/2020 14