This document discusses various types of promotional strategies, including their positives and negatives. Outdoor advertising like billboards provides high visibility but can be expensive and easy to ignore. In-store promotions target customers already in a position to buy but have limited space. Guerilla marketing is low-cost and creative but risks vandalism. Web advertising has a large potential audience but many find ads unwanted. Digital marketing through social media is cheap but has a selected audience. Direct marketing allows building customer relationships but risks a bad reputation. Sales promotions draw in customers but risk loss of revenue. Cross promotion widens audiences while press relations spread messages cheaply but require skilled staff.

1. Promotional Types
Outdoor Advertising: This is out-of-home advertising such as advertising on billboards or signboards.
These are often on the sides of roads.
Positives: This gives you high visibility. Can give your brand large amounts of recognition very quickly.
Creates brand awareness. You can target audiences depending on postions. The bigger the poster the
better.
Negatives: This method can cost a lot. Easy to ignore by the audience. If you make it too big it can cause
heath and safety distinctions to drivers. It can also be seasonal because in summer more people are outside
so would see it more. You can do not get feedback from the audience, on their opinion of the product.
In-Store Promotion: This is a type of promotion that only happens inside of the shop, this can be by
demonstrations or special gift counters.
Positives: Targets an consumer that is already in a position to buy.
Negatives: Strike a deal with shop. There also limited space and a relatively small target audience.
Guerilla Marketing: This is a low-cost unconventional strategy, these can be graffiti, sticker bombing or
flash mobs. This type of promotion is becoming more common and more widely used.
Positives:Inventive so it captures the imagination of the audience. The costumers feel interactive/ownership.
It is also quite cheap. They are also very creative/ entertaining,
Negatives: Vindication of public property. The message or product may be lost if it is too obscure.
Web Advertising: This is the marketing and promotion of a product or certain services over the internet.
These usually within a 3rd party.
Positives: 2.5 billion internet uses globally (potential target it large). The message comes to you, you donʼt
have to find it. No Physical assets - get feedback- click though. Can be used to take a retail point. can be
used to target niche groups.
Negatives: Globally it is only available to 30.5% globally. They are very unwanted, and we are becoming very
good a ignoring or blocking these type of adverts.
Digital Marketing: This marketing is when anything is advertised though digital means. The most common
ways to do this is though Facebook, twitter and youtube. These can also used in Viral Marketing which is
existing social networks to spread the messages “To Go Viral”.
Positives: Cheap and easily spread.
Negatives: It has a selected audience as is only visible to the online audience. You cannot control who
shares it online. It is very hard to go viral as so much people want to.
Direct Marketing: Directing selling products directly to the customer, though phone, email, door to door or
postally.
Positives: It is quickly decided if the customer has a interest in the product or not. Gives you a chance to
build a relationship with the consumer.
Negatives: Companies can give themselves a bad reputation and may loose out on customers due to this. It
is also not very cost effective compared to other promotion methods. You have to have staff to work for it.
Sales Promotions: This supplements or coordinates with advertising. Offering sales in-store or online, also
providing deals to promote the product more.
Positives: Draw in more customers. Competitive Vs similar products.
Negatives:Loss of revenue.
Cross Promotion: Product or service that advertises another product that is close it related to it.
Positives:Widens target audiences.
Negatives: Attracting appropriate partners can be difficult
Press Relation: PR managers who deal with websites, TV, magazines, and the papers. These are people
that organize and replay positive message for the product.
Positives: Spreads The message cheaply, its also from a twisted source.
Negatives: Can give you bad press and they can turn against you. Skilled stafg to create relationship/
Unit04-A01 Lucy Taylor