5. Marketing and Promotion
Advertising- portraying the product in a
way that makes people want to buy it
Main media:
TV Advertising
Cinema
Radio
Print Based
Posters
CCTV
7. Marketing and Promotion
Sales Promotion – Adding value to
increase sales
Added Value Offers
Point of Sale
Hands On Trials
Radio Promotions
Joint Promotions
Competitions – National Challenges
8. Marketing and Promotion
Public Relations – achieving as much
publicity as possible, preferably
without paying for it
Free Media Coverage
Newsworthy Press Releases
Celebrity Endorsements
Special Events – World Cup/Olympics
12. Changes in Advertising
Content of Adverts
Move from emphasis on Product to
emphasis on Brand
Media
Development of technology
Computer Generated Imaging(CGI)
Morphing
Viral Advertising
15. Changes in Advertising
Markets
Market Developments
Changing Markets
Children Growing Older Younger
Not Confined to Countries by
Language
Power of the Image
16. Changes in Advertising
Advertising
Advertising practice and processes
have had to in respond to these
developments and changes or fail
and fall in its original intention –
increase in demand for the product,
revenue
18. Changes in Advertising
Creating a Brand Image
The Brand Image must be tested
against producers perceptions
It must also be tested against the
audience/consumers expectations
Importance of Market Research
19. Changes in Advertising
Branding – Brand Image
Branding is a key device since it removes the product
from some of the most direct elements of the competition.
Suppliers of service industry product have considerable
difficulty in differentiating their product from competitors.
Even if they manage to find a unique feature it is likely to
be copied rapidly. Larger service companies tend to rely
on branding – typically using the company name
20. Changes in Advertising
Brand 1
Name, term, design, symbol, logo or
other feature that a company uses to
identify its product or service.
Companies try to create an attractive
positive image for their brand in
different ways
How will you brand your
Product/Service?
21. Changes in Advertising
Brand 2
Brand Extension – using a
successful brand to introduce a new
product within a similar category
from the same company e.g. soft
drink – diet version or new flavour,
new car model
How will you develop your product
service?
22. Changes in Advertising
Brand 3
Adapting the marketing mix for a
brand to keep it popular and up to
date
What will be the marketing mix for
your product/service?
23. Changes in Advertising
Product Personality
Substance – defined by shape,
weight, how delicate, how robust
Image – will appeal at different levels
to different market segments
Utility Value – WIIFM – value that the
user feels accrues to them
24. Changes in Advertising
Product Life Cycle
The notional longevity of a product
or service
The PLC can be extended by careful
control of the Marketing Mix
Price - Place - Product - Promotion
26. Changes in Advertising
Market Segmentation
How an individual product may be
targeted at the consumer
How will you segment the market for
your customers/clients?
27. Changes in Advertising
Market Share
How a company will try and capture as
much of the market for a given product
Do you know what your market and
market share is?
