Advertising is used to "reach" and communicate with the target audience members for the promotion. For example, if a daycare center conducts a promotion to offer a week of free childcare for new customers, it might use magazine advertising to reach working moms with children under age 5. Close attention would be paid to how many readers the magazine reaches who meet the target audience criteria. Readership statistics from several magazines would then be compared to make the final selection of where to place the advertisement about the promotion.
It is important to use advertising media strategically and effectively to achieve awareness of the promotion and gain a Return on Investment (ROI). For example, a newly opened fitness club in a downtown area might develop a promotional campaign to target downtown office workers. The fitness club could strategically purchase radio advertising time to air commercials during morning and evening commute hours (also referred to as "drive time"), to reach the target audience as they listen to the radio while driving to and from work. The club could then track new members and revenue gained as a result of airing the radio commercials.
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Marketers and advertisers often set a goal to "drive traffic" during a promotion. This term can encompass driving traffic to all stores in a chain, specific retail locations or perhaps a website. A tax preparation software company might place a banner ad on the website for an office supply store. The banner ad could promote a discount or free use of the program for a limited time. When people click on the banner ad they are driven (or redirected) to the website for the software company to get the free trial or purchase the software during the promotional period.
The "call to action" is a major element of the advertising message. In a promotions campaign, it is used tell the target audience members what to do to participate in the promotion and gain the benefits or advantages offered. A banner ad on a website will say, "click here" for more information. A TV commercial promoting a special sale at a department store will say "shop this weekend only." A newspaper ad promoting a free oil change might say, "bring in this ad" in order to get the free service. In each case, the advertising serves to tell the target audience to take an action that qualifies them to take advantage of the promotion.
Advertising provides a means to measure the overall response and results of the promotion campaign. In an online advertising campaign, the number of clicks on banner ads and number of website visitors can be tracked. In cases where the promotion has been held before, and without advertising, measurements can be taken to analyze increases (or decreases) in several areas, such as sales, attendance and repeat purchases or participation. Polling customers at check-out or at promotional events is also a useful technique to gather data to compare results when different forms of advertising are used (such as print, online banners and commercials).
The role of sales promotion is to persuade new consumers to purchase products and build loyalty amongst current customers.
Promotion mix is a term used to describe a combination of different advertising methods. There are 5 main methods used. They are advertising, personal selling, sales promotion, direct selling, and public relations.
Direct Marketing Personal Selling PR Advertising Sales Promotion
Promotion
The concept of "promotion mix" refers to using a combination of different promotional techniques on one product line. For example, a mix of print advertising, broadcast advertising, direct marketing, personal sales and merchandise displays.
The role of sales promotion is to persuade new consumers to purchase products and build loyalty amongst current customers.
Promotion mix is a term used to describe a combination of different advertising methods. There are 5 main methods used. They are advertising, personal selling, sales promotion, direct selling, and public relations.
The Marketing Mix is the 4ps • price • promotion • placemen • product. The promotion mix is • Personal Selling • Sales Promotion • Public Relations • Direct Mail • Trade Fairs and Exhibitions • Advertising • Sponsorship
Direct Marketing Personal Selling PR Advertising Sales Promotion
Promotion
The concept of "promotion mix" refers to using a combination of different promotional techniques on one product line. For example, a mix of print advertising, broadcast advertising, direct marketing, personal sales and merchandise displays.
product place price promotion
The role of promotion within the marketing mix is critical to the success or failure of products coming on to the market. A business total marketing communications programme is called the promotional mix and consists of a blend of advertising, personal selling, sales promotion and public relations tool. The promotion decision should be made in the context of other aspects of the marketing mix. The price and quality of a product relative to competition affects the nature of its promotional perspectives. Promotion will be different depending on what the marketers are trying to achieve such as greater sales volume or competitive advantage etc.
The main components of the promotional mix are advertising, personal selling, public relations, and sales promotion.
A marketing communications mix is the same as a promotion mix and is just another term for promotion mix. There are five marketing communications to put into the mix: Advertising, Sales Promotion, Public Relations, Personal Selling, and Direct Marketing. This basically all boils down to a mix of promotional efforts to bring in sales and increase brand equity.
The man role of the marketing mix is to promote a brand and create awareness. The marketing mix is summarized as 4Ps which stands for price, place, promotion and product.
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