Unit 9 - Creative Product Promotion P1

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Introduction

Describe the promotional mix used by two selected organisations for a selected product or service.

Promotional Mix

The entire purpose of promoting products is to create awareness, persuade and inform customers about your product or service while identifying key features compared with competitive products. There are many benefits of performing successful promotion such as increasing sales and acquiring a greater market share, showing your products features and exposing competitive product’s flaws, teaching the market benefits of your product, explaining different usage of your product, conveying your brand image of your organisation and promoting new and improved features of your products.

The common tools needed to achieve successful promotion include advertising, publicity and public relations, sponsorship, personal selling, direct market and corporate image development. Managers must use these tools together for maximum promotion to their consumers with minimal costs.

Advertising

Advertising is a type of communication that is meant to persuade its viewers, readers or listeners to take some action. It normally includes the name of a product or service and how it could benefit the consumer; it is also used to persuade potential customers to consume that particular brand and not other competing brands. Modern advertising developed with the rise of mass production in the late 19th and early 20th century.

Publicity and Public Reason

Publicity is the deliberate attempt to manage the public's perception of a subject. In order for businesses to do this effectively they must be put in the public eye in a positive manner as to create a good brand image. New technologies such as weblogs, web cameras, web affiliates, and mobile upload are changing the cost-structure. The disadvantages are lack of control over how releases will be used and perceived.

Sponsorship

Sponsorship is when a business supports an event, activity, person or...
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