1. Promotion, Promotion, Promotion...

2. Unit 3 Objectives
Explore the use of branding and the promotional mix in Business.
Develop and promote a brand for a business.

3. Starter
My favourite advert What’s your favourite advert? Why? What might be some reasons for a business advertising their product?

4. Promotion
This is how customers are informed about the product/service

5. PROMOTION
Any form of communication a business or company uses to inform, persuade, or remind people about products and to improve its image
Ask students what they think promotion is. Share responses.
Show definition.

6. Why?
Businesses promote to increase AWARENESS. They may also wish to persuade, remind or strengthen brand image. What was the purpose of the Cadbury advert?

7. Methods of promotion
You have 30 seconds to list as many ways as possible a business may use promotion. The winner gets a credit..... HINT: Think of what small businesses might do as well as larger ones!

8. Choice of promotion
How might a business choose which type of promotion to use??
Cost of the advertising
Size of the market being targeted
Nature of the product
Who the target consumers are

9. Types of Promotion Advertising Sales Promotion Personal Selling
What types of promotion can you think of?
Advertising
Sales Promotion
Personal Selling
Publicity/ Public Relations
Visual Merchandising
There are 5 types of promotion. They are…show bullets. Let’s look at each on individually.

10. Purposes of Promotion
Why do businesses promote themselves and their products?
Convince potential customers to buy.
Explain features/benefits of products.
Tell where products are sold.
Advertise sales on products.
Answer customers’ questions.
Introduce new products.
Create a favourable image of the company or product.
Ask students for examples of why they think promotion is used. Share responses. Put on board.
Review list

11. P2 – Part 4 Add to your Word Document from Part 3... Progress Board
Lesson Objective:
To assess the Marketing mix for a selected branded product...
Progress Board
Add to your Word Document from Part 3...
What does promotion mean?
Promotion means...
What is the purpose of Promotion?
Business try to promote themselves and their products because...

12. Product placement in films...
Which brands are being promoted in these clips?
Why do you think they use films to promote their brands?

13. Campaigns Businesses offer promotions as part of a “campaign”
What current campaigns can you think of – that are running now?
Check with the next slide

14. Did you think of these?

15. How about this advert?....

16. Advertising Advertising is a 'paid for‘.
It is used to develop attitudes, create awareness, and transmit information.
There are many methods of advertising:
newspapers (local, national, free, trade)
magazines and journals
television (local, national, terrestrial, satellite)
Cinema
outdoor advertising (such as posters, bus sides).
Create your own bus slogan generator LINK

17. What makes a good advertising campaign?
Eye catching design
Catchy slogan
Humour
Can you think
of any others?

18. Successful advertising promotions campaigns from the past
Build on your list of what
makes a successful advert

19. P2 – Part 4 Progress Board What is Advertising?
Lesson Objective:
To assess the Marketing mix for a selected branded product...
What is Advertising?
Advertising is...
What are the advantages of advertising?
An advantage of advertising is...
What are the disadvantages of advertising?
Progress Board

20. Personal selling
Personal Selling is an effective way to manage personal customer relationships. The sales person acts on behalf of the organisation. They tend to be well trained in the approaches and techniques of personal selling.
However sales people are very expensive and should only be used where there is a genuine return on investment. For example salesmen are often used to sell cars or home improvements where the margin is high.

21. Personal Selling How many products can you think of that
are promoted this way?

22. P2 – Part 4 Progress Board What is Personal Selling?
Lesson Objective:
To assess the Marketing mix for a selected branded product...
What is Personal Selling?
Personal Selling is...
What are the advantages of Personal Selling?
An advantage of Personal Selling is...
What are the disadvantages of Personal Selling?
A disadvantage of Personal Selling is...
Progress Board

23. Sales promotion
Get ready to draw a mindmap

24. Sales promotions mindmap
BOGOF
Free samples
Competitions
Events
Coupons
Free gifts
Extra % free
Sales promotion includes several communications activities that attempt to provide added value or incentives to consumers, wholesalers, retailers, or other organizational customers to stimulate immediate sales. These efforts can attempt to stimulate product interest, trial, or purchase. Examples of devices used in sales promotion include coupons, samples, premiums, point-of-purchase (POP) displays, contests, money back, and sweepstakes.
 - Gift With Purchase e.g. free Amelie DVD with the Guardian  - Percent Extra Free e.g. 20% more Head and Shoulders  - Sampling e.g. that fragrance sample that made your fashion magazine smell nice  - Money-off offers on-pack e.g. normally £2.50, this week £1  - Coupons against future redemptions e.g. 10% off your first purchase of Gillette’s new wonder razor  - Sales promotion touches many other areas of marketing. For examples, samples are often sent out by direct mail, gifts with purchases needs to be heavily promoted at point of sale.

25. Problems with sales promotions
Too many promotions can devalue the brand – when do you see an Aston Martin on offer?
Promotions don’t build brand loyalty they just increase sales in the short-term – exception is Clinique bonus time

26. P2 – Part 4 Progress Board What is Sales Promotion?
Lesson Objective:
To assess the Marketing mix for a selected branded product...
What is Sales Promotion?
Sales Promotion is...
What are the advantages of Sales Promotion?
An advantage of Sales Promotion is...
What are the disadvantages of Sales Promotion?
A disadvantage of Sales Promotion is...
Progress Board

27. Public Relations
Public relations, abbreviated as PR, is the actions of a corporation, store, government, individual, etc., in promoting goodwill between itself and the public, the community, employees, customers, etc.
Newsletters
Press Releases
Bogs
Photos
Social Media
Press kits for the media
Website press room
Financial public relations – providing information mainly to business reporters
Consumer/lifestyle public relations – gaining publicity for a particular product or service, rather than using advertising
Crisis public relations – responding to negative accusations or information
Industry relations – providing information to trade bodies
Government relations – engaging government departments to influence policymaking
From the wiki

28. From the Omega PR Press Kit

29. P2 – Part 4 Progress Board What is Public Relations?
Lesson Objective:
To assess the Marketing mix for a selected branded product...
What is Public Relations?
Public Relations is...
What are the advantages of Public Relations?
An advantage of Public Relations is...
What are the disadvantages of Public Relations?
A disadvantage of Public Relations is...
Progress Board

30. Personal Selling How many products can you think of that
are promoted this way?

31. Direct Mail
Highly focussed targeted mail based on what you have bought before
Can be or by post
May be special offers to re-engage customers who have stopped buying

32. Sponsorship
Positive association of the product with a celebrity or a sport
Can be very expensive
Difficult to tell what impact this has on brand loyalty or sales
What does Red Bull sponsor?
Does its sponsorship change the way
That you feel about the brand?

33. P2 – Part 4 Progress Board What are Direct Mail and Sponsorship?
Lesson Objective:
To assess the Marketing mix for a selected branded product...
What are Direct Mail and Sponsorship?
Direct Mail and Sponsorship is...
What are the advantages of Direct Mail and Sponsorship?
An advantage of Direct Mail and Sponsorship is...
What are the disadvantages of Direct Mail and Sponsorship?
A disadvantage of Direct Mail and Sponsorship is...
How does Mars promote Celebrations?
Mars promotes Celebrations by...
Why do they use these methods?
They do this because...
Progress Board

34. Quiz get ready... 1 What is personal selling? Give an example
2 What is direct mail? Give an example
3 What is sponsorship? Give an example
4 What is a trade fair? Give an example
5 What is public relations? Give an example
6 What is sales promotion? Give an example
7 What is advertising? Give an example

35. The Marketing mix! Progress Board
Lesson Objective:
To assess the Marketing mix for a selected branded product...
The Marketing mix!
Progress Board
To complete P2, you must complete all parts in your Word Document as follows:
P2 Part 1 – Mix it up!
P2 Part 2 – It’s all about the money...
P2 Part 3 – Location, Location, Location...
P2 Part 4 – Promotion, Promotion, Promotion
All the tasks are contained in these PowerPoints on the shared area!
Please then save and print your work!

36. Testing your knowledge...
The Marketing Mix

37. Marketing Mix Example Product USB Memory Stick Price 2 GB £22.99 Place
PC World, Amazon.co.uk
Promotion
TV Adverts, Trade Journals, Specialist Magazines

38. Recap...