Lecture 8 Marketing mix Promotion.pptx

Marketing:An IntroductionLecture 8Marketing Mix: PromotionPrepared by CattaryLearning aims and objectivesIdentify the elements in the promotional mix and know their strengths and weaknessesExplain the contribution promotion makes to the marketing mixIdentify and explain different promotional methodsDescribe factors which affect the promotional mixWhat is promotionPromotion means promoting sales. It is the process that the enterprise makes the consumers know and notice products the enterprise provides, motivating their purchasing desire in order to promote purchasing activities through some particular methods. The essence of promotion is communication. The whole process of promotion is the communication between the enterprises and consumers. What is promotionIn other words, the purpose of promotion includes:To transmit the products informationTo motivate the purchasing desireTo build the corporate imageTo expand the market sharePromotional MixThe main promotional tools include:Advertising (广告）Sales Promotion （销售促进）Public Relations （公关宣传）Personal Selling （人员销售）Above-the-Line: Advertising agencies charge commissions for all above-the-line work carried out for a client. Below-the-Line: The agencies does not get commission for carrying out this work-they charge a fee. None-media promotional tools are considered to be ‘below-the-line’.Advertising‘Any paid form of non personal presentation and promotion of ideas, goods or services by an identified sponsor’. — Philip KotlerAdvertising consists of two main components:The Message (广告词）Not only what the message will say, but also how to say it in order to hold the target audience’s attention. The Medium （媒介）p185Advertising: The MessageFearEconomic ApproachSexHealthHappinessStories/Serial StoriesHumorCartoonSurprise/UnexpectedFantasy/ EscapismWatch interesting and fantastic advertisingAdvertising: Strengths and weaknessesStrengthsReaches masses of consumers, geographically spread out at low cost per exposure.Adver