Marketing and Promotion assignment...ppt

Marketing

1. Marketing and Promotion
Changes in Advertising
A 1.1.6

2. Marketing and Promotion
The main purpose of advertising is to:
Get more people to buy
Get people to buy more

3. Marketing and Promotion
The four P’s of Marketing (+ 1)
Price
Product
Place
Promotion
People

4. Marketing and Promotion
Marketing Tools
Advertising
Sales Promotion
Public Relations
Sponsorship
Direct Marketing

5. Marketing and Promotion
Advertising-portraying the product in a
way that makes people want to buy it
Main media:
TV Advertising
Cinema
Radio
Print Based
Posters
CCTV

6. Marketing and Promotion
AIDA
A –Attract
I –Interest
D –Desire
A -Action

7. Marketing and Promotion
Sales Promotion –Adding value to
increase sales
Added Value Offers
Point of Sale
Hands On Trials
Radio Promotions
Joint Promotions
Competitions –National Challenges

8. Marketing and Promotion
Public Relations –achieving as much
publicity as possible, preferably
without paying for it
Free Media Coverage
Newsworthy Press Releases
Celebrity Endorsements
Special Events –World Cup/Olympics

9. Marketing and Promotion
Sponsorship
Broadcast
Team
Event

10. Marketing and Promotion
Direct Marketing
Direct mailing to customers
Direct contact with customers

11. Changes in Advertising
Six Key Changes

12. Changes in Advertising
Content of Adverts
Move from emphasis on Product to
emphasis on Brand
Media
Development of technology
Computer Generated Imaging(CGI)
Morphing
Viral Advertising

13. Changes in Advertising
Audience
More Sophisticated
Better Educated
Media Literate
Brand Aware

14. Changes in Advertising
Marketers
Change of emphasis by marketers in
response to the previous points –
content, media and audience

15. Changes in Advertising
Markets
Market Developments
Changing Markets
Children Growing Older Younger
Not Confined to Countries by
Language
Power of the Image

16. Changes in Advertising
Advertising
Advertising practice and processes
have had to in respond to these
developments and changes or fail
and fall in its original intention –
increase in demand for the product,
revenue

17. Changes in Advertising
The THREE P’s of Advertising:
Product
Position
Personality

18. Changes in Advertising
Creating a Brand Image
The Brand Image must be tested
against producers perceptions
It must also be tested against the
audience/consumers expectations
Importance of Market Research

19. Changes in Advertising
Branding –Brand Image
Branding is a key device since it removes the product
from some of the most direct elements of the competition.
Suppliers of service industry product have considerable
difficulty in differentiating their product from competitors.
Even if they manage to find a unique feature it is likely to
be copied rapidly. Larger service companies tend to rely
on branding –typically using the company name

20. Changes in Advertising
Brand 1
Name, term, design, symbol, logo or
other feature that a company uses to
identify its product or service.
Companies try to create an attractive
positive image for their brand in
different ways
How will you brand your
Product/Service?

21. Changes in Advertising
Brand 2
Brand Extension –using a
successful brand to introduce a new
product within a similar category
from the same company e.g. soft
drink –diet version or new flavour,
new car model
How will you develop your product
service?

22. Changes in Advertising
Brand 3
Adapting the marketing mix for a
brand to keep it popular and up to
date
What will be the marketing mix for
your product/service?

23. Changes in Advertising
Product Personality
Substance –defined by shape,
weight, how delicate, how robust
Image –will appeal at different levels
to different market segments
Utility Value –WIIFM –value that the
user feels accrues to them

24. Changes in Advertising
Product Life Cycle
The notional longevity of a product
or service
The PLC can be extended by careful
control of the Marketing Mix
Price -Place -Product -Promotion

25. Changes in Advertising
Boston Group Matrix –Product
Development
Rising
Stars
Problem
Children
Cash
Cows
Dead
Dogs

26. Changes in Advertising
Market Segmentation
How an individual product may be
targeted at the consumer
How will you segment the market for
your customers/clients?

27. Changes in Advertising
Market Share
How a company will try and capture as
much of the market for a given product
Do you know what your market and
market share is?