Professional Documents
Culture Documents
It is helpful to define the four main elements of the promotional mix before considering
their strengths and limitations.
(1) Advertising
Oral communication with potential buyers of a product with the intention of making a
sale. The personal selling may focus initially on developing a relationship with the
potential buyer, but will always ultimately end with an attempt to "close the sale".
Nokia has announced its sponsorship of the 16th MTN South African Music Awards to be
held at Sun City on 17 April. This is the second year that Nokia is one of the sponsors of
these Awards.
“The SAMAs recognise the top South African artists and we are proud to be a sponsor of
this event for the second year,” says Jake Larsen, Nokia’s Head of Music for Middle East
and Africa. “Through our sponsorship of the SAMAs we are demonstrating how important
local South African talent is to Nokia. In fact, supporting local talent is not only one of
our objectives, but also the key to our success since launching in 2009,” Larsen says.
Nokia’s recent move into digital music led by the launch of the Nokia Music Store last
year as well as their Comes with Music offering has provided a channel for South
Africans to digitally access a variety of South African, African and International artists
ranging from Zebra & Giraffe to Kurt Darren and many others.
The sponsorship of the prestigious music awards includes the ‘all-you-can-eat’ music
powerhouse Nokia X6 32GB Comes with Music phones for all 2010 nominees. Nokia
will also have a presence at related events to be held at Sun City during the SAMA
weekend, which will include product demonstrations and interactive zone
Direct marketing has been defined by the Institute of Direct Marketing as:
The process of direct marketing covers a wide range of promotional activities you may be
familiar with. These include:
Direct mail
Of the above direct marketing techniques, the one in most widespread use is direct mail.
Direct mail is widely thought of as the most effective medium to achieve a customer sales
response.
Why?
• The advertiser can target a promotional message down to an individual level, and where
possible personalise the message. There are a large number of mailing databases
available that allow businesses to send direct mailing to potential customers based on
household income, interests, occupation and other variables
• Businesses can first test the responsiveness of direct mailing (by sending out a test
mailing to a small, representative sample) before committing to the more significant cost
of a larger campaign
• A piece of direct mail is less “interactive” than a television or radio advert, although
creative packaging can still stimulate customer response
• There is increasing customer concern with “junk mail” – the receipt of unsolicited mail
which often suggests that the right to individual privacy has been breached.
Direct mailing is based on the “mailing list” – a critical part in the direct marketing
process. The mailing list is a database which collects together details of past, current and
potential customers. A properly managed mailing database enables a business to:
The starting point is the existing information the business keeps on its customers. All
forms of communication between a customer and the business need to be recorded so that
a detailed, up-to-date profile can be maintained.
It is also possible to “buy” mailing lists from elsewhere. There are numerous mailing list
owners and brokers who sell lists of names. The Internet, directories, associations and
other sources are good sources.
promotion - sales promotion
Introduction
“An activity designed to boost the sales of a product or service. It may include an
advertising campaign, increased PR activity, a free-sample campaign, offering free gifts
or trading stamps, arranging demonstrations or exhibitions, setting up competitions with
attractive prizes, temporary price reductions, door-to-door calling, telemarketing,
personal letters on other methods”.
More than any other element of the promotional mix, sales promotion is about “action”. It
is about stimulating customers to buy a product. It is not designed to be informative – a
role which advertising is much better suited to.
• The distribution channel (a “push strategy” encouraging the channels to stock the
product). This is usually known as “selling into the trade”
There are many consumer sales promotional techniques available, summarised in the
table below:
Price promotions
These offer either (1) a discount to the normal selling price of a product, or (2) more of
the product at the normal price.
promotion - sponsorship
Introduction
• Sports sponsorship: major sporting events have the advantage of being attended and
(more importantly) watched by large numbers of people. They also attract significant
media coverage.
• Arts sponsorship; arts events or organisations are not as well attended as sports events
but are often regarded as more “worthy” and more in keeping with the image of certain
businesses and brands.
• Educational sponsorship; this can take several forms from the sponsoring of individual
students at college through to the provision of books and computers nationwide using the
redemption of product or store-related vouchers (e.g. Tesco’s Computers for Schools)
(1) Analyse the current situation: look at which other businesses are sponsoring in the
target area. Are competitors already doing this and is it providing them with an
advantage?
(2) Define the sponsorship objectives: e.g. raise awareness of the brand; build an image;
promote a new product
(3) Agree the strategy: how does the sponsorship fit in with any other promotional
activity?
(4) Develop the tactics: agree the details of what to sponsor, price, timing etc
(5) Define the target audience
(6) Consider
it's time to press play.... One touch gets the music going...
All the latest technologies in the most compact of designs, 9.9 mm Thin, aluminium side panels, 3
dedicated music keys with diamond cut music key symbols, Crystal clear sound enabled with a
dedicated audio chip, Music playback up to 18 hours, integrated digital music player which also
supports playback of video files (MP3, MP4, AAC, eAAc+, and WMA music files)...
Features that Direct Marketing S.A. team demonstrated to university students ON-CAMPUS during the
NOKIA XpressMusic events. Students enjoyed the new 5310 mobile features while grabing the chance
to win ONE unit daily.