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Promotion is the use of advertising, sales promotion, personal selling, direct mail, trade fairs, sponsorship and public relations to inform customers and persuade them to buy.

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Increasing sales by raising consumer awareness of a product

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Increase consumer recall

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Increase purchases by existing customers or attracting new customers

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Demonstrating superior specification or qualities of a product compared to those of competitors

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Creating or reinforcing brand image

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Correcting misleading products about the product or business after an incident

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Encouraging retailers to hold inventories of the product

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Example: Heinz tomato ketchup add as well as many food companies use print advertising as many customers browse over food magazines when choosing their groceries.

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Strengths: targeted, provides hard copy

Limitations: expensive, less effective with younger consumers

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Example: Doritos commercial on TV titled the New Kid targets primarily young millennial and Gen z customers, as well as establishes Dorito brand image as desirable, adventurous and bold flavors

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Strengths: visual appeal, creates brand image, national/international coverage, memorable

Limitations: expensive, no permanent hard copy

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Example: L'Oreal for the launch of men's fragrance PRADA Luna Rossa Ocean, advertised the fragrance in four major German cities on city light posters, mega lights, and walls. QR codes were also integrated into the motifs for an opportunity to order a fragrance sample. This was a strong awareness approach which ensured good interaction rates of the target group. 

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Strengths: low cost, can be located in prime positions, read or seen more than once

Limitations: best locations are expensive, can be damaged, passers may not notice

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Example: Fun video titled "Worst product placement of all time" in the Vampire diaries

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Strengths: targeted, desirable image, non-explicit advertising

Limitations: Show becomes less popular, expensive

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Worst product placement of all time 'so I binged it'

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Example: The Oreo Elevator. Oreo used Guerrilla marketing in a mall very effectively as it captured people's attention creatively and was cheap to implement

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Strengths: low cost, creative, word-of-mouth promotion, free publicity

Limitations: Can be misintepreted and lead to backlash

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Guerrilla Marketing Example - The Oreo Elevator

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Example: Companies often sponsor football teams for global coverage on TV and very good publicity due to pride being associated with sports. for instance, Qatar Airways or Redbull

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Strengths: good publicity, TV global coverage, increased interest in brand if succeed

Limitations: very expensive, failure reflects badly on brand

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Pantene 'Labels Against Women' Digital Ad

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Example: Walmart black friday deals can attract the regular customer to purchase more goods when they are going out for their groceries due to the attractive price.

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Definition: Temporary reductions in price to encourage customers to buy more

Limitations: Price reductions will reduce the gross profit on each item sold. There could be a negative impact on brand reputation

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Definition: These are a more versatile and better-focused way of offering a price discount

Possible limitations: Could just encourage consumers to buy what they would've bought anyway. Retailers may lack inventory. Price reduction may be too small.

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"It Hurts Me to Pay Anything" Woman Is Addicted to Couponing | Extreme Couponing

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Example: Sephora's Beauty Insiders earn one point for every dollar spent and there are many tiers to their membership ranging from Beauty Insider to VIB Rouge. by using a points system customers repeat their purchases and want to attain the status/exclusivity of the being in the group

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Customer loyalty schemes such as air miles or customer loyalty cards

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Customer loyalty schemes such as air miles or customer loyalty cards

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Definition: encourage repeat purchases and discourage customers to buy from competitors

Possible limitations: cuts gross profit, administration costs, loyalty impact is reduced

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Definition: offered when the receipt is returned to the manufacturer

Possible limitations: Consumers disincentivised to complete a form, may have delays

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Example: TESCO uses this on perishable items to minimize food getting thrown away

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Definitions: Encourages multiple purchases

Possible limitations: Substantial reduction in GPM, consumers may think normal price is too high

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Definition: Maximum impact on consumer behavior is achieved by attractive, informative and well-positioned instore displays

Possible limitations: Only available to market leaders

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Direct promotion is the range of promotional activities aimed directly at target customers. It is also known as direct marketing

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Can be low cost

Easy to evaluate success of campaign by checking response rates

Limitations

Consumers prefer digital communication

Mailing can be viewed as junk

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Can be outsourced to an agency

Lower cost than personal selling

Easy to monitor response/rejection rate

Limitations

Consumers object to cold-calling

Easy for consumers to reject a telemarketing message

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Sales success rates often high with skilled employees

Used for expensive industrial products

Limitations:

Complaints about being pressured into buying

Sales employees need to be trained

High-cost

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Digital promotion is the promotion of products using digital technologies mainly on the internet but also including mobile phones

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Time-consuming

Skills and training needed

Global competition

Complaints and feedback

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Worldwide coverage

Low cost

Easy to track and measure results

Personalisation

Builds customer loyalty

Content marketing

Convenience increases sales

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example: Miller Lite has 96 calories and 3.2g of carbs, less than the popular Bud light.

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Method of advertising that informs the customer facts about the product, such as price and technical features, typically when it first launched

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Example: Drink a Coke and you could get a special taylor swift prize! 

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Method of advertising that strengthens or reinforces the brand image or identity of the product, tries to persuade consumers into buying it

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Example: Oreo packaging prevents the cookies inside from getting destroyed and is also easy to access 

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Example: it is a legal requirement for proper information to be displayed on food packaging labels so consumers know the nutritional value and what they are putting in their bodies 

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Example: Doritos packaging with bold fonts and vibrant colors support its brand image of new experiences, rebelliousness and targets the young audience... Similar to the bold and savory taste of Doritos 

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Which packaging from Slim Chicken makes the bowl seem larger and has more quantity of food?

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Advertising is paid-for communication to inform and persuade consumers using media such as TV, newspaper and cinema

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Sales promotion is incentives such as special offers and special deals directed at consumers or retailers to achieve short term sales increases and repeat purchases by consumers

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Just discovered this cool feature where you can link Spotify songs to your padlet, so feel free to scroll down and listen to some songs while scrolling :)))

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Just discovered this cool feature where you can link Spotify songs to your padlet, so feel free to scroll down and listen to some songs while scrolling :)))