4 P’s – Promotion This refers “to the method made

Transcript:4 P’s – Promotion This refers “to the method made:
4 P’s – Promotion This refers “to the method made by the business to communicate there product to the target market” THE PROMOTIONAL MIX PROMOTIONAL MIX 1. ADVERTISING 2. SALES PROMOTION 3. PR 4. PERSONAL SELLING 1. Advertising This is a direct communication to a target market, usually with the aim of persuading them to buy a product. Functions of advertising: AIDA – attention, interest, desire, action Attention/Awareness: the advert must grab the attention of the target market. They must place the add in a place that will reach the target market and design it in an eye catching and attractive way. Interest – the advert must gain the target markets interest in the product. Desire – the advert should convince the target market that they want to buy the product Action – the advert aims to convince the viewer to carry out the desired action e.g buy the product, vote, apply for the job etc. Pick an advert of your choice and evaluate it in terms of AIDA Email the advert to your teacher to show the class to see if the class agree with your evaluation. You can find TV adverts on youtube and send the link to your teacher You can also screenshot newspaper adverts, billboards, or links to adverts. There are 5 types/functions Informative Persuasive Generic Competitive Reminder 1. Informative Provides information about a product, service or event. 2. Persuasive Tries to convince/persuade its target market that it needs or deserves a product or service 3. Generic advertising This is where businesses in an industry come together to promote people to buy a type of product not specific to one company or brand 4. Competitive Tries to convince consumers that their product is better than that of its competitors. 5. Reminder Used to remind consumers that the product is still available and of its USB/P Advertising Media and factors to consider Target market- advertisers must chose a method that reaches target market. To, national radio and newspapers can reach mass target markets. Local radio, newspapers etc can be used to reach smaller more specific geographic target markets. 2. Budget- this will influence the media options available to the firm. A firm with a small budget will not be able to afford to adverts or prime radio slots. Complicated and lengthy messages need to be written and presented in a way that can be reviewed. 3. Nature