The Marketing Mix

Promotion
Aims of today’s lesson:
 To have an understanding of the
marketing mix and the role of
promotion

 To understand the difference between

above and below the line promotion
Starter

How would you

‘define’

PROMOTION?
Promotion is …
 Communication techniques to get information,
influence and persuade customers.

 Or…. Getting a way to spread your idea/product to

customers!

 …its all about persuasion!

Viral Marketing…..

So what methods
of promotion did
this video show us
that are
From laptop. traditionally used?

From web.
Promotional methods
Main methods It depends on
include:  Stage in the life
 Advertising cycle
 Sales promotion  Budget
 Personal selling  Target market
 Public Relations  Nature of the
 Direct mail product
 Sponsorship  Competition
To the DVD

Working Lunch – best of DVD!

Session 5 _ brand management

What are the Objectives of
promotion?
 Increase sales  To encourage
 New customers brand switching
 Retain existing  To create an image
customers  To encourage
 Encourage a trials customer contact.
 To inform You will need to use
 To remind these ‘objective’
 To assure terms for the
following few slides /
tasks
What’s the Marketing objective?

Cola –
be
yourself

Lynx
What’s the Marketing objective?
Citroen C4 Stroke Sign of
Robotic advice
dancing
What’s the Marketing objective?

Nicotinell –
Loose the
smoke
Two ‘types’ of promotion…
Above the line ….
 Uses independent media
 Aimed at a wide audience

Below the line….

 Uses media that the company has
some form of control
Above the line
 This uses advertising…

 Advertising is using any paid form of

non-personal presentation.

 Uses media that company has little

direct control over.
Below the Line
 Uses all forms other
than advertising

 Includes Exhibitions don’t have

to be boring…
 Direct mail
 Exhibitions
 Sales promotion
 Branding
 Merchandising
 Packaging
 Sponsorship
You decide on which factors are +
or – for above / below the line…
 Adaptable  Limited capacity to close
 Can only reach a limited the sale
number of customers.  Message is customised
 Control the message  One way communication
 Expensive  Opportunity to close a
 High cost sale
 Higher customer  Potential to develop a
attention relationship
 Impersonal  Repetition
 Interactivity  Used to build brand
 Labour intensive loyalty
 Lacks flexibility  Wide coverage
Benefits and Problems for Above
the line promotion
Advantages Disadvantages

 Wide coverage  Expensive

 Control the  Impersonal
message
 Repetition  One way
 Used to build brand communication
loyalty  Lacks flexibility
 Limited capacity to
close the sale
Benefits and Problems for Below
the line promotion
Advantages Disadvantages
 Higher customer  High cost
attention  Labour intensive
 Message is customised  Expensive
 Interactivity  Can only reach a limited
 Potential to develop a number of customers.
relationship
 Adaptable
 Opportunity to close a
sale
Markets & Media activity
 You need your whiteboard & pen

 No cheating… quick fire round

 Put down your immediate thoughts…

Quick fire activity
 Tell me your immediate thought of
the
 target market
 and
 promotional method used….

 For the following items….

For example - Playstation

 Target market = teenage boys

 Promotional method
 = Games magazines
Quick fire starts here…
 Bowling
 Toothpaste target market
 Airline travel
 Dishwasher liquid and
 Crisps
 Stanna stair lift promotional
 Local pub quiz method used….
 Dating Agency
 Local Farmers market
Viral Marketing – e-commerce!
 network-enhanced word of mouth

 Amazon.com encourages their

customers to "send a book to a
friend".
More from the DVD

Best of Working Lunch - Advertising

Homework….
 Read article & answer Q’s

 What is Viral Marketing?

 Identify 5 traditional Marketing
promotional methods.
 What is a ‘brand’?
 Select one well known brand, describe how
it has maintained its brand leadership.
 What is a ‘sneezer’?
 Do you know of any ‘sneezer’ promotions
that have caught your attention?
Plenary
 Other than advertising, how else can
a business promote its goods &
services?

 Can you name me 3 promotional

objectives?

 What is the difference between above

& below the line promotions?
Other good clips…

Iphone
Guinness

Ipod shuffle

Sheila’s wheels
A later homework Q….
 Exam
To what extent is…….? Skills

To what extent is
PROMOTION the most
important ingredient of
the marketing mix?
How best to answer this question?
 Knowledge = DEFINE….

 What is the marketing mix?

 what are the 4 ‘ingredients’ of the

marketing mix
Application & Analysis
 Application  Analysis
 Why IS promotion SO
 Use REAL IMPORTANT to a
business
business
examples…  Why is promotion NOT
the most important…

Aka. Why are the

other features as or
more important?
Evaluation
 You decide….. Do you think promotion
is the most (or not) important part of
the marketing mix?

 It is possible to provide a 2 sided

conclusion – by using real business
examples where promotion IS and in
another case IS NOT important!
Homework….
To what extent is
PROMOTION the most
important ingredient of
the marketing mix?
(15 marks)
K= 3, Ap = 3 An = 4 E=5