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: where marketing activities aim to raise awareness of a product or brand by generating sales and helping create brand loyalty

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Advertisement: involves 'above-the-line' promotions. Example: TV, Social media, Newspapers.

Sales promotion: Involves 'below-the-line' promotions. Used for short periods of time to reinforce the above-the-line promotion. Example: Money-off coupons, gifts, protect placements in programmes or newly realeased films.

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1. Set objectives

2. Decide the advertising budget

3. Create an advertising campaign

4. Selecting the media to use

5. Evaluate the effectiveness of the campaign

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Create brand image

Raise awareness about a firm's products

Compete with competitors

Improve the company's image

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Television: It can be shown in a favourable way.

Radio: Reaches a large audiences

Newspaper: Can be selected to target a particular group

Magazines: Effective way to reach target population

Posters: Permanent

Cinema: Relatively low cost

Internet: A large amount of information can be placed.

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when incentives are aimed at consumers to achieve a short-term increase in sales.

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Price reductions

Gifts

BOGOF

Competitions

After-sales-service

Free samples

Product placement

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Can be used at the times of year when sales are low

Encourages new customers to try an existing product

Encourages customers to try a new product

Increase customer loyalty by encouraging existing customers to buy in greater quantities

Encourages customers to buy their product instead of competitors

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Factor effects the type of sales promotion

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Factor effects the type of sales promotion

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Stage of PLC

Nature of product

Culture issues involved in international marketing

Literacy rate

Poverty rate

Availability of radio and cinema

Nature of target market

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To promote a good brand image in the market is really hard

Ways to increase brand awareness:

Sponsor events linked with good causes.

Example: sponse for Olympic or sport events.

Charity donation

By doing this, business will have the opportunity to increasing their chances of choosing their product over competitor and expand the business further.

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Strength: chose films that target fot customers, create desirable image and it is not explicit advertising

Weakness: show may become less popular, expensive if well know films

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Strengths: provides hard copy and directed at particular towns

Weakness: expensive and less effort than digital advertising

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Strength: visual appeal can create brand image and national and international coverage are possible

Weakness: expensive to buy media time and design product the adverts, permanent hard copy

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Strength: low cost compares to media time, locates in prime positive location and it can be read more than one time

Weakness: best location will have expensive cost, many passers may not notice it

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Strength: creative, encourage world-of-mouth communications between potential customers, low costs, receive publicity

Weakness: message will misunderstood, remembred for wrong reason and irresponsible which lead to negative backflash

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Social media marketing

It is a way for people to keep in touch with friends and family or follow the topic they interested in.

Email marketing

It connects customer with their own mailboxes

Online advertising

Displaying pop-up banners or advertisements on other websites aiming at the same niche is the most common form of online advertising.

Smartphone marketing

Examples: Messenger and Telegram allow marketing teams to create marketing bots which are used to gain new customers.

Search engine optimisation

Businesses that use e-commerce locate their websites on search engines such as Google, Bing, Yahoo and Baidu.

Viral marketing

It makes use of all types of digital marketing.

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Strengths: good publicity, TV coverage largest events, success of teams can make brands have high identity

Weakness: brand will receive bad effect if failure, expensive for well-known team,

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Benefits and limitations of digital promotion

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Benefits and limitations of digital promotion

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Benefits:

Worldwide coverage

relatively low cost

Easy to trach and measure results

Personalisation

Social media communication builds customer loyalty

Content marketing

Website convenience increase sales.

Limitations:

Time-consuming

Skills and training

Global competition

Complaints and feedback.

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advertise in famous social media such as instagram or facebook 

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strength: global reach, measurable results and brand awareness

Weakness: privacy concern, high competition and technology challenges

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Protect and contain the product, both during transportation and in stores

Give information- depending on the product

Support the brand image of the product created by promotional campaigns

Make the product attractive and help the consumer to recognise it.

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Direct mail

Low cost and well-defined areas/region can be targeted.

Easy to evaluate the success of a campaign by checking response rates

Telemarketing

Lower cost than personal selling

It is easy to monitor the response/rejection rate

Personal selling

Sales success rates are often high with skilled direct-sales employees

It is effective with expensive and complex products that require specialist knowledge.