PROMOTION By: Geeth Sidha rth Momin a
Nov 15, 2014
PROMOTION
By:GeethSidharthMominaJaffrin
Factors affecting Promotional Strategies
How the Target Market
affects Promotional strategies
AIDA Model
Advertising
Public Relation
s Direct Marketing
Sales Promotio
n
Personal Selling
Promotional MediumsPromotional mediums are different things that are used by the business in order to
make their brand name more renown and to promote their product.Few examples include:
NewspapersInternet
TV
Advantages and Disadvantages of Promotion
Advantages:
•It emphasizes the positive points of a product.•Stimulates interest and desire on the product.•Gains competitive advantage•Promotes brand image
Disadvantages:
•Can be expensive•Customers may view the product in a negative way.•Time consuming•It can be worthless and costly if it was advertised through the wrong medium
AIDA ModelThe AIDA model can be used to analyse a piece of promotional material to assess how effective it is in achieving its general aim of raising awareness.
ATTENTION bringing the
product to the attention of the
customer
INTEREST stimulating the interest of the target market by showing positive brand
image
DESIRE provoking desire
within the customer for the product
ACTIONSatisfy the customer’s appetite sufficiently to motivate them to take action in acquiring the
product
Factors contributing to effective promotional
material
Timing – ensuring that sufficient notice is given to enable customers to access products and services as they become available. Customers may lose interest if advertising is done way before than the date of the products release.
These are few factors to consider:
Costs – marketing is an expensive activity and advertisements are especially draining on an organisation’s limited budget.Recognition of target market segments and appropriate media forms- ensuring that the right people see the advertisements or other promotional material.
Brand image – setting an appropriate tone and atmosphere to encourage the right people to respond.
Why pr
omote
your
produc
t??
New ideas can be generated!!
Keeps customer aware of the product
Gain competitive advantage!!
Popularity
YOUR SHARE OF THE MARKET
YOU IN THE MARKET