Promotion

Promotion is the way of communicating what the product is to the consumers

It aims to persuade customers to buy the product

Above the line promotion – Advertising that uses independent media
Below the line promotion – Sponsorship, Public Relations, Direct Mail, Special offers

This video explains about promotion

Advertising

Advertising can be done using a variety of media including:

Type of advertising media is dependent on:

Sponsorship

Individuals, events or teams are sponsored by organisations to increase company recognition and sales
Businesses often choose individuals / teams / events that have a similar target audience and similar ethos to themselves
E.g. David Beckham and police sunglasses, 3 day eventing and land rover

Sales Promotions

Public Relations

Where businesses have contact with the media to send out specific messages about the firm / its product
This is free advertising
Sometimes public relations can backfire for a business

Personal Selling

This is where a product is being promoted in a face-to-face situation
The product is promoted by a salesperson whose aim is to increase sales of the product
This often happens in the financial services industry

Direct Mail

This is where mailshots are sent directly to customers
These can be sent via mail, text or email
As customer profiling techniques become more sophisticated mail shots are increasingly targeted
E.g. Tesco club card send vouchers to their customers based on their purchasing patterns and segmentation analysis

Segmentation

This video explains about segmentation and how it is used to target different groups

This video looks at an exam question on segmentation and how to maximise your marks

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