Promotion .

( A' levels )
.

PLACE
Promotion .

It is the
attempt to draw attention to a

product in order to customers

or
organisation gain new

or to retail the
existing ones
.

Effective promotion does not

Increases product but

only awareness
of the can create

Image and product personality that consumers can

Identify with .

i
Objectives
of promotion .

1) Increase Consumer awareness

2) To reach
target audience which might be

geographically dispersed .

3) To remind consumers about the product -

4) To show
superiority of a
product over its competitor
5) To develop or
improve the brand Image
6) To create product Identity
.

7) To give Information about the

product .

8) To Increase sales .
About the line Promotion
.
.

Above the line

marketing refers to
marketing expenditure
the media radio
advertising such the
on in as
press , ,

television billboard , cinema and Internet .

However ATL .

Promotions are
difficult to measure in terms
of actual

Sales decision
generated . The most
important facing"
which " medium
those
responsible for advertising is

to use . The decision will be

influenced by considerations .

Such as .

'

audience
→ The target
The
→
size of the market

The the media

→ relative cost
of advert
→ The time frame of the
 → The product
nature
of the .

Below the line

promotion .

Below the line

promotion techniques the
firm can
keep
control over its
promotional efforts and does not have

to Intermediaries and external As

pay agencies
.
a

BTL
relatively cheap compared
result is
, promotion to

ATL Promotion Below the line

promotion target lndiviuals
.

based their needs and head

on or
preferences can

directly to Sales .

Examples of BTL .

1) Sales promotion
2) Public Relation
3) Sponsorship .
 a) Personal
selling
5) Direct mail

6) Telemarketing
Trade
7) fairs
6)
Branding and
merchandising
.

"

Typesofltdveitising
Informative advertising -

It
gives Information about the

product

persuasive
advertising I,
attempts
to convince a

consumer to Purchase a product or service by

 their needs and desires
appealing to

Reassuring Advertising It status that what ever

Purchases
absolutely
have made are correct
you
.

Advertising decision .
( which to choose ) .

Cost
1)
2) Size of the audience

3) The audience
profile of the target
4) to be communicated
message
5) $ other Constraints
legal
.

6) The Impact .
method
of promotion
① free
Buy get
on one

sale demonstration
2) Point on .

3) discounts -

4)
Loyalty schemes .

5) gig b- .

6) free samples
money off coupons
.
Which method
of promotion is best ?

① The nature
of the
product
① the stage at which the product lies on the

life cycle
Cost
3)
of promotion
.

4) Cultural values .

the
5) nature
of the market .
Branding
Branding is the perpetual process of Identifying ,

and and
Creating the cumulative assets
managing brand
actions that
shape the
perception of a

In stakeholders minds .

Why is
branding Important
Branding is
absolutely
critical to a business because of the overall impact
it makes on
your company •

Branding Can
change how

people purcieve brand it can drive

your
new
,

business , and increase Value -

but it can also do

the opposite if done wrong

.
 Increases business value
→
Branding
→
Branding generates new customers

-3 Improves employee pride and satisfaction

.

trust the
→ creates within
marketplace .

with
Branding way of communicating
→ acts as a

Customer -

→ Builds
credibility
-

with customer
-3
Branding connects product
.

→ Builds trust .
Brand 1m90
general Impression of held
The a
product
real
by or
potential customer .

Brand
loyalty
How much
frequently Consumer
buys
the
particular product .

Brand
A unique name
given to a
product .
An
effective brand
identity will have
following benefits
-

① Increase chance brand

if by
the recall consumers

2)
Clearly differentiate the
product from others .

③ Allow
for the establishment
of family of closely
a

associated product with the same brand name .

demand
① Reduce the price elasticity of
⑤ Increases consumer
loyalty
-
 PLACE

Channel distribution
of
.

This
refers to the chain
of
Intermediaries a.
product passes through from producer
to
final consumer .

Channel 1 =
Producer - Consumer .

Channel 2 = Producer -
Retailer -
Consumer

Channel 3s Producer -
Wholesaler - Retailer - Consumer

Channel UsProducer Retailer

Agent Wholesaler Consumer
Why the distribution Channel . choice is
Important
need
→ consumers
may easy
access to a
firms
$ them
products to allow them to
try them see

before they buy to make purchasing easy

, $ to

allow
if necessary for
,
return
of goods .

need
→
manufacturers wide
outlets
for their
products
that market
possible
give as
coverage as

Retailers producers demand

goods
→ will sell but will

to their costs and

a
markup cover make a

profit so ,
if price is
very important using
,

few or no intermediaries would be an

advantage .

I
Factors
Influencing Choice
of distribution Channel .

D. Industrial products tend to be sold

directly
.

2)
Geographical dispersion of the
target market .

3) Level
of service
expected by consumers .

4) Technical complexity of the

-

product .

5) the
product
Unit value
of
.

6) Number
of potential customer .
 Model
A- I D A
.

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