Executive Summary The aim of this report is to investigate the view that promotion is all about television advertising, advertising agencies and big bills. This report will analyse where the promotional mix lies in the marketing mix, what the promotional mix is, the four key elements it comprises of and whether TV advertising really is the most important. Research was conducted by drawing on marketing text books, industry magazines and phone/email questionnaires with marketing professionals. The
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Summary Yuzhe Jiang Chapter 15 talks about the role of promotion in the marketing mix, the elements of the promotional mix, the communication process. The communication process has several steps, the goals and tasks of promotion, the AIDA concept and its relationship to the promotional mix, the factors that affect the promotional mix and the concept of integrated marketing communications. First, the role of promotion in the marketing mix. Promotion is communication by marketers that informs, persuades
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Is it effective to use advertising to attract customers? Advertising is one of the methods of product promotion, which also includes direct marketing, public relations, sales promotion and display merchandising. If an advertisement can interest, intrigue and inspire an audience such as the viewers, listeners, readers or sometimes a specific group of people, persuade the consumers that their product is worth buying and generate more sales in return for the company successfully, it is an
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Section 5 – Promotion Mix/ Personal Selling & Global Markets (Module 5 LASA 2) * Promotion Mix – All of WBC’s goals in business cannot be acquired through its promotional mix but it is a good start for the company. WBC has to use promotion to persuade potential customers that there is something about this new product that they cannot live without. Regardless of the advertising the promotion should be demand oriented. * Advertising- Apart of the promotional mix is advertising and with
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Sales promotion From Wikipedia, the free encyclopedia Sales promotion is one of the seven aspects of the promotional mix. (The other six parts of the promotional mix are advertising, personal selling, direct marketing, publicity/public relations, corporate image and exhibitions.) Media and non-media marketing communication are employed for a pre-determined, limited time to increase consumer demand, stimulate market demand or improve product availability. Examples include contests, coupons
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Promotion is the marketing term used to describe all marketing communications activities and includes personal selling, sales promotion, public relations, direct marketing, trade fairs and exhibitions, advertising and sponsorship. Promotion needs to be precisely coordinated and integrated into the businesses global communications message, and this is called Integrated Marketing Communications (IMC). IMC integrates the message through the available channels to deliver a consistent and clear message
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BatesManor’s sales force consists of ten full-time employees and two regional sales managers, contrary to most other furniture manufacturers, who use sales agents or representatives that carry a wide assortment of non-competing furniture lines. BatesManor categorizes their promotional expenditures into four groups, sales expense and administration, cooperative advertising programs with retailers, trade promotion, and consumer advertising. Sales expense and administration include: salaries for sales personnel
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purpose of promotion? The purpose of promotion is to appeal your product or service as a business to the wider public so that potential customers are aware and also this can help your business to gain more sales and revenue, promotion can also be seen as a way of penetrating the market to gain more recognition. Promotional Mix The promotional mix has six elements and I will be moving on to describe the mix being used by two businesses, the six elements are as follow include: Advertising, direct marketing
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10 March 2016 As the world of advertising and promotions endures extensive changes in their industries, businesses and companies must keep up with the new trends on how and where customers want to obtain information and learn about those company’s brands. You see advertising everyday, whether it’s a banner inviting you to a local store opening or the company logo you noticed engraved on a pen you borrowed. You may not even notice when you see it, but advertising serves so many different purposes
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these customers very loyal to the brand. One major tool being used is sales promotion. This communication mix vehicle has traditionally been labeled the 'relation' of advertising (Kotler, 1999). A number of reasons have fuelled the recent escalation in emphasis on sales promotions in the telecommunications industry. These pressures include brand managers’ need to meet short term organizational sales targets which advertising does not guarantee; low differentiation among competing brands and
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