This document discusses promotion and its aims. It identifies several forms of promotion including advertising, sales promotions, public relations, and personal selling. The document notes that promotion communicates between businesses and customers to inform people about products, where they are located, what they do, and to persuade customers to purchase products. Promotion aims to introduce new products, increase sales, improve company image, and create brand image. It also discusses factors to consider for promotion methods and activities to analyze different promotion options.

1. Promotion

2. LEARNINGOBJECTIVES
• Identify and discussthe aims of promotion
• Understand the different forms ofpromotion
and how they influence sales
• Discussthe importance of themarketing
budget in making promotion decisions.
Need for cost effectiveness in spendingthe
marketing budget.

3. Promotion
• Promotion is the
communication
between businesses
and customers.
• It informs customers
about the product,
where it is, what itdoes
and persuades them to
buy it.

4. Aims of
Promotion
To introduce new
products to the
Market
To inform people
of particular
issues, often by
government
To compete with
competitors’
products
To increase
Sales
To improve the
company image
To create a
brand image

5. Group Activity
• Task:Create a30 second radio ad to promote
anew brand of DogFood.
• Explain your choices
• What other alternative methods would you
consider to useto promote your dog foodand
why?

6. Typesof promotion
• Above the line promotion
– Advertising which involves the useof media suchas
television, radio, newspapers, postersetc
• Below the line promotion
– Promotional methods which do not usethemedia

7. 1. Informative
2. Persuasive
3. Generic –
advertise an
industry or
business rather
than a specific
product

8. Promotions
Promotions methods include:
• Personal Selling
• SalesPromotion
• Public Relations
• Direct Mail
• TradeFairsand Exhibitions
• Advertising
• Sponsorship
• Task:For every method, identify two reasons forthe
useof that type of promotion and two against.

9. Salespromotions

10. Salespromotion methods
In your groups, choose 3 promotions that
Asda or Ikea would use. Justify your
choices.

11. TVadvertisingcosts

12. Other advertising costs

13. Advertising & thelaw
• Ad’smust be ‘legal, decent & honest &
truthful’. Theyare controlled by the ASAand
Ofcom .