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Transcript of 4.5 Promotion
Unit 4.5: Promotion
Think About it:
“ Advertising is the art of convincing people to
spend money they don’t have for something they
- Will Rogers (1879-1935) comedian
Refers to methods of communicating messages to the market when selling a firm’s product.
There are four types:
Types of Promotion
Use of mass media
Use of non-mass media
Used to stimulate demand
Relies on intermediaries such as
wholesalers and retailers
Raising Publicity (Awareness)
To alert the market about a
To encourage customers to make a purchase.
Used to retain customer awareness and interest of an established product.
Refers to any form of paid-for promotional
technique through independent media.
Refers to all forms of non-media promotion activities.
Business has direct control over the production
of all its advertisements.
WORD OF MOUTH
There are two more types of BTL promotion
Customer Loyalty Schemes
Win a Prize Schemes
The set of tools that a business can use to communicate effectively the benefits of its products or services to its customers.
The mix is a range of
the line methods
used to market a product.
When deciding on a promotional mix use AIDA:
Another approach is FAB:
When creating a promotional
strategy consider a
combination of the following factors:
Cost of Promotional Medium
Nature of the Product
Product's Position in its Life Cycle
Four key elements
“The science of arresting the human intelligence long enough to get money from it.”