Promotion bao vy and hoang by Hoang Nguyen Nam

What is promotion?

hoangnnsthl — 2024-12-12 07:13:43 UTC

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

Promotion includes:

hoangnnsthl — 2024-12-12 07:13:53 UTC

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.

Advertising process

hoangnnsthl — 2024-12-12 07:13:53 UTC

Set objectives
Decide the advertising budget
Create an advertising campaign
Selecting the media to use
Evaluate the effectiveness of the campaign

Aims of promotion:

hoangnnsthl — 2024-12-12 07:22:27 UTC

Create brand image
Raise awareness about a firm's products
Compete with competitors
Improve the company's image

Type of adverising media:

hoangnnsthl — 2024-12-12 07:27:34 UTC

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.

Definition:

hoangnnsthl — 2024-12-12 07:28:51 UTC

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

Type of sales promotion

hoangnnsthl — 2024-12-12 07:29:48 UTC

Price reductions
Gifts
BOGOF
Competitions
After-sales-service
Free samples
Product placement

Print advertising

vynnbsthl — 2024-12-12 07:31:25 UTC

Strengths: provides hard copy and directed at particular towns

Weakness: expensive and less effort than digital advertising

Advantage of sales promotion:

hoangnnsthl — 2024-12-12 07:32:14 UTC

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

Factor effects the type of sales promotion

hoangnnsthl — 2024-12-12 07:33:57 UTC

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

Broadcast advertising

vynnbsthl — 2024-12-12 07:34:36 UTC

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

hoangnnsthl — 2024-12-12 07:36:45 UTC

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.

Outdoor advertising

vynnbsthl — 2024-12-12 07:37:37 UTC

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

Product placement advertising

vynnbsthl — 2024-12-12 07:48:28 UTC

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

Advertising methods

hoangnnsthl — 2024-12-12 07:49:37 UTC

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hoangnnsthl — 2024-12-12 07:52:48 UTC

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.

Guarilla advertising

vynnbsthl — 2024-12-12 07:54:19 UTC

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

Methods of digital promotion

hoangnnsthl — 2024-12-12 07:57:36 UTC

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.

Sponsorship advertising

vynnbsthl — 2024-12-12 07:57:45 UTC

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,

Benefits and limitations of digital promotion

hoangnnsthl — 2024-12-12 08:00:01 UTC

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.

Digital advertising

vynnbsthl — 2024-12-12 08:00:43 UTC

strength: global reach, measurable results and brand awareness
Weakness: privacy concern, high competition and technology challenges

hoangnnsthl — 2024-12-12 08:01:32 UTC

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.