Promotion
Specification:
2.3 Using the Marketing Mix – Promotion • promotional activities to enable growth • selecting the promotional mix |
Candidates should be familiar with the promotional
methods which are likely to be employed by growing businesses. These include: advertising, sales promotion, sponsorship and direct marketing. Candidates should be able to recognise the factors influencing the selection of the promotional mix, eg the nature of the market, the nature of the product, and the activities of competitors. |
Promotion
Learning Objectives:
- To understand the promotional methods used by businesses (D-E)
- To understand the factors that influence the promotional methods used (D-E)
- To analyse the effectiveness of different promotional methods (B-C)
- To evaluate the promotional methods used by a given business (A*-A)
- To understand the promotional methods used by businesses (D-E)
- To understand the factors that influence the promotional methods used (D-E)
- To analyse the effectiveness of different promotional methods (B-C)
- To evaluate the promotional methods used by a given business (A*-A)
Starter Activity: Was this a good way of promoting Red Bull? Yes/No and why?
Promotional Methods That Can Be Used:
Advertising - TV, Magazines, Newspapers, Posters (these have to be paid for)
Sales Promotions - Discounts, BOGOF, Competitions, Coupons
Public Relations Activities - Free media coverage but can't control what is said
Sponsorship - Using famous people to market your brand (expensive but gains publicity)
Sponsorship - Using famous people to market your brand (expensive but gains publicity)
Personal Selling/Direct Marketing - Using a sales force in store or at suppliers, or using door to door or cold call techniques
What are the advantages and disadvantages of the above methods?
What PR campaigns can you think of?
What famous sponsorships can you think of?
What are the advantages and disadvantages of the above methods?
What PR campaigns can you think of?
What famous sponsorships can you think of?
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Factors Influencing The Promotional Activities Of A Growing Business
Costs - Different methods cost different amounts of money. TV costs more than a local newspaper
Target Audience - Internet can advertise to the world, TV is national, radio can be national or local. Who are your audience and what do they read, watch and listen to?
Method of Communication - What is the best way to speak to your audience? An advert can only be read or listened to once, whereas an article can be read several times.
Nature of the Market - If your market is specialist, you will promote in a way that reaches them
Nature of the Product - If your product is specialist (e,g, industrial machinery) it will be promoted accordingly, not through national media
Competition - Does a business need to release a campaign in order to counter a campaign by a competitor?
As a growing business, why is it important to promote your business effectively?
As a growing business, why is it important to promote your business effectively?
promotion_worksheet.ppt | |
File Size: | 61 kb |
File Type: | ppt |
promotion_cross_word.docx | |
File Size: | 116 kb |
File Type: | docx |
crumps_crumpets_pricing_and_promotion_case_study.docx | |
File Size: | 12 kb |
File Type: | docx |
crumpglaze_pricing_and_promotion_case_study.docx | |
File Size: | 13 kb |
File Type: | docx |