Promotional strategies literature review,movie free running,advertising on internet ppt,starting a web video production company uk - New On 2016

Definition: Promotional PlanPromotion is the function of informing, persuading, and influencing a purchase decision. The term Promotion encompasses all of the various ways a business can communicate with customers and includes advertising, public relations and publicity (PR), sales promotion, direct mail, the internet and direct communications as well as sponsorship.
Is a paid-for, mostly non-personal form of communications and includes, TV, radio, newspaper & magazines, public transport, outdoor displays and exhibitions, billboards, brochures and catalogues and the internet. ABL uses mass media such as TV, radio, newspapers to promote brands and is used predominantly to create awareness. As the term suggests direct marketing communicates directly with a targeted customer group.
To contact a customer through most but not all of the methods above a business needs to gather information on their customers.
A data base can contain some of the information shown below and is a useful source of information to assist business in customer segmentation.
The key to data marketing is to ensure that the information collected is as accurate as possible and that actual and potential customers are not bombarded with telephone calls and leaflets promoting products they clearly do not want! As we have discussed in this module before, how interested are you to buy from telesales or door to door sales people?
Although, there might not be a direct cost in placing the story in say a local or national newspaper there are hidden costs such as the time needed to write the story and research contacts in the media. Public Relations can be concerned with the management and control of the process of publicity.
Public Relations is also concerned with the communication between an organisation and its key stakeholders or publics shown in the diagram.
Supporting a special event or cause whether financially or materially (such as computers for schools given by Tesco) is called Sponsorship.
Why do you think that so many top brands get involved in sponsorship of top sporting events? Although the link below follows through to a blog the amount of money used in sports sponsorship is staggering. At the time of producing this module information there was debate whether BP could be allowed to remain a sponsor of the games after their oil leak tragedy in the USA. This is face-to-face communications with the buying customer by a representative of the company interested in selling products. The choice of promotional methods employed is influenced by a number of factors including; communication objectives, target audience needs, and promotional spend. So for example advertising has a high ability to reach a large number of potential customers, is expensive but moderately easy to control but the medium is not an effective way to deliver a personal message and offers little customer interaction. Most business will use a combination of some maybe all of the promotional methods we have discussed, some will spend a little others will spend a lot!
Integrated Marketing Communications is concerned with co-ordinating all of the marketing communication tools available rather than use one in splendid isolation. There is an array of communications tools which can be used so it is vital to ensure that all are co-ordinated to achieve maximum effect. Jobber (2010 p 464) says something very similar, ‘Integrated Marketing Communications is the concept that companies co-ordinate their marketing communication tools to deliver a clear, consistent, credible and competitive message about the organization and its products.
With a huge selection of marketing communications tools to chose from, many companies are moving away from using mass media advertising only and are employing a combination of promotional methods. As with any academic subject, there is plenty of theory relating to marketing and this section on communications is no exception. Shannon and Weaver in the late 1940s developed a linear process of communication looking at the source of a message and its transmission to another. For a message to be effective, the sender's encoding process must match up with the receiver's decoding process. The key is to ensure that effective communications cut out noise or barriers to communication from the process so that understanding of the message is spot on.
In order to communicate effectively, a company needs to understand its target audience at the same time determining communication objectives. There are competing views on the effectiveness of adverting and how it works; the strong theory of advertising and the weak theory of advertising. The model importantly stresses that advertising is strong enough to increase consumer knowledge of a product and can change attitudes and buying behaviour. Whether advertising and other communication methods too have the power to change attitudes and buying behaviour is very much open to debate, yet the AIDA model has been effectively used to design communication messages. Chose another well known brand that advertises on TV, or in magazines or newspapers and see if the AIDA model has been applied?
Push strategy: trade promotions and personal selling efforts push the product through the distribution channels. Read the following scenario and then put together an Integrated Marketing Communications Plan for Sony’s new product as detailed in the Task instructions below.
Sony is to launch a new multi functional handset incorporating a mobile telephone, a small TV, camera, video, and MP3 player.
With wireless technology this should represent one of the most up to date models in its class.
Despite its high threshold price, it is anticipated that the product will also appeal to the age group 16-22, as the price is within the ballpark figure for many games consoles, although relatively more expensive than a mobile phone with added features. Design is key, and Sony has shaped the new handset on the lines of an ipod, with colour and simplicity representing key features. Devise an outline marketing communications plan for the new Sony handset for each segment identified. Use all of the stages listed in the framework below or use the headings from the Jobber advertising framework in section 2. Affects decisions related to what, how, when, and where message will be said, as well as who will say it.
Push strategy: trade promotions and personal selling efforts push the product through the distribution channels. Pull strategy: producers use advertising and consumer sales promotions to generate strong consumer demand for products. Putting the plan into action can take some time and often businesses will employ an advertising or specialist agency to undertake this work for them.
At the same time technology in tele-communications had developed to encompass the mobile phone plus digital and online television. Jobber also points out the difference between Internet marketing and Digital marketing by stating that Internet Marketing is concerned with meeting customer needs through the utilisation of the internet only whereas as Digital Marketing includes the internet, mobile phones and digital TV.
Electronic commerce is often thought to simply refer to buying and selling using the internet, but as Jobber explores further it is also a provider of information. E-business is a term generally used to refer to both buy-side and sell side e-commerce and the use of Internet technologies throughout an organisation.
There are a variety of forms of e-commerce from business to business to consumer to consumer.
Permission based simply means that by supplying your contact details to a business you have given them permission to communicate with you.
It is unlikely that the 5Is will knock the traditional marketing mix off its top spot, but it does offer food for thought.
The use of internet and other digital technologies has made marketers review the application of the marketing mix in a different way as illustrated above. The big change has been place…… top UK supermarkets use the internet as a virtual shopping experience, indeed some sites have virtual shopping baskets and check-outs! To conclude marketing is a big subject and we have touched on quite bit of it, yet there is much more to add! Promotional strategies to get your product or service to market can be roughly divided into two separate camps. A push promotional strategy involves taking the product directly to the customer via whatever means, ensuring the customer is aware of your brand at the point of purchase.
The origin of these two terms refers to the supply chain and how the demand for the product is generated. The term 'push strategy' describes the work a manufacturer of a product needs to perform to get the product to the customer. A successful strategy will usually have elements of both the push and pull promotional methods. A successful product or service means nothing unless the benefit of such a service can be communicated clearly to the target market.
Direct mail allows an organisation to use their resources more effectively by allowing them to send publicity material to a named person within their target segment.


Promoting and selling your services online using various forms of online marketing techniques such as banner advertisments, videos or social media. An effective communication campaign should comprise of a well thought out message strategy. As products move through the four stages of the product lifecycle different promotional strategies should be employed at these stages to ensure the healthy success and life of the product.
When a product is new the organisation's objective will be to inform the target audience of its entry.
As the product becomes accepted by the target market (at this stage of the lifecycle) the organisation will employ strategy to increase brand awareness and customer loyalty. At this stage of the lifecycle the product will be experiencing increased competition and will need persuasive tactics to encourage consumers to choose their product over their rivals. As the product reaches the decline stage of its life cycle, all the organisation can do is use strategy to remind consumers about the product in a bid to slow the inevitable. Owning a website is a now a crucial ingredient to the marketing mix strategy of an organisation.
Advertisers have now moved their money over to the internet as customers are on average spending more time online then watching TV.
Importantly, it is not just about having a Facebook page for your event, you need to really get to grips with how to use the phenomenal power of Facebook to create targeted adverts.
Most people will be familiar with the extent of advertising on the world wide web but few really understand how it really works. Events can be advertised easily promoted through paid online advertising but the event manager needs to contact an affiliate marketing company. Events can also be advertised in newsletters, banners and letterbox drops but these strategies usually have a very limited geographic reach.
It is also a time consuming occupation to create a database of media organisations with the names of editors, email addresses and fax numbers.
This strategy involves setting up small community events, at which sporting stars attend, to give away some free tickets or other promotional goods such as caps and t-shirts, for a chance to address the public with a loudspeaker.
Promotional are relatively short and easy to undertake but do require event managers to make early contact with community organisations. For small businesses, Twitter is another great tool in the social media arsenal to expand your company’s reach, build your brand, communicate with customers, and network with other business owners. The importance of creating quality content cannot be overstated, and social media experts all agree that when it comes to content, the most effective way to build relationships is to provide useful and relevant content as oppsed to directly promoting your company. Twitter provides some examples of how you might engage your customers over the course of a week. On Tuesday you could tweet behind-the-scenes videos or photos that your followers can’t get any other way.
On Thursday, highlight positive press stories and news about your company, industry or community that your followers will find interesting. According to social media strategist, Sarah Mincher, customers who engage with companies via social media spend 2040% more money with those businesses than other businesses.
Dan Zarrella claims tweets with less than 100 characters have a 17% higher engagement rate. Basbakan Gorunurluk suggests trending topics aren’t only tweeted about a lot, but also are heavily searched for on Twitter. Take a look at users who have interacted with your brand in the past or have mentioned your brand in the past on Twitter (in a positive way) and follow them back. Many brands follow their competitors on Twitter in order to keep track of their Social Media strategy.
Use sites like Digg, StumbleUpon, and Reddit to find, ve share with your followers, interesting stories from your particular area of business. Take note of both how much your hashtags are being used and what people are saying through them, you may learn a lot about the way people perceive your business.
The marketing strategy should be designed in such a way that it increases sales so that your company has a competitive advantage which is sustainable in the long run.
Diversification is a high risk strategy which involves diversifying the range of products and services that you offer.
This is the process of developing your current market and could include entering new markets with your products and services. It is type of interpersonal promotional campaign involving a seller’s face-to-face demonstration of a product to a prospective buyer. It is a flexible form of communication which has the potential to reach a vast audience (depending on the medium used) yet is not always suitable if the business needs to communicate to a small, select group of customers.
The suggestion here is that agencies can be offered commission from printers for using them to print direct mail, brochures and the like. Until recently direct marketing included direct mail through the door and mail order catalogues, but due to its popularity direct marketing also encompasses telemarketing, direct response TV advertising (the red button during advertisements and the shopping channels!), door to door and personal selling and the internet. Someone somewhere must be buying in this way as this type of promotion has seen a surge in popularity in recent years.
Unlike the direct marketing techniques discussed above sales promotion can be employed as an incentive to all channel members.
Many companies will employ the services of a PR agency who will deal with press stories and maintain good links with the media.
This is the professional body for the UK public relations industry, providing PR training and events, PR news and research. Think of Max Clifford when some celebrity gets into trouble and how quick he takes control of the publicity. Funds are made available to a recipient organisation in return for recognition of the benefactor’s generosity. The reputation of this top global company had certainly taken a hammering and the Olympic organisers were unsure whether the games should be associated with the company. Like all of the promotions techniques we have reviewed personal selling has its advantages and disadvantages. PR on the other hand offers high credibility with low costs at the expense of low control once the media gets the story. Rather than advertise a new product or change in price on the TV only, the company will use a range of methods to ensure that the product is noticed even more by many more customers. As consumers ourselves we do not only seek product information from the TV, but look at the internet, read magazines, leaflets and brochures and speak to sales staff. The consumers are pulling the product through the distribution channels as opposed to a push strategy which is employed to communicate to members of the distribution channel.
We shall briefly review some theories, concepts and models relating to communication starting with the communication process. In latter years Schramm (1962) added a feedback back loop to review whether the message had been received correctly.
However, there can be noise in the process which hinders or halts the message being understood. Then its needs to select the appropriate media and encode a message appropriate to the audience, decide on communication strategies, what promotional tools to use and how much money to spend. Buy-side e-commerce refers to transactions to procure resources needed by an organisation from its suppliers.
Changes can be made on-line almost immediately through the flick of HTML, think of changing pricing through established distribution channels. In the Western world we assume all have access to a computer yet in the developing world this is hardly the case. This may involve setting up distribution channels and persuading middle men and retailers to stock your product. A pull strategy requires a highly visible brand which can be developed through mass media advertising or similar tactics. If you are starting a new business and intend to sell a product through retailers, you'll almost certainly need to persuade outlets to purchase and stock your product. The art of good public relations is not only to obtain favorable publicity within the media, but it is also involves being able to handle successfully negative attention.
This organisation usually has a high profile so that you know that your brand will be seen by a large audience. What aspects of the promotional mix will the company use to deliver their message strategy. Television, radio, magazine, coupons etc may be used to push the product through the introduction stage of the lifecycle. However, there is a lot to learn to make good use of the promotional power of social media.


For example, advertising can be targeted towards people who have a particular interest and who live in a particular geographic area.
It would be a really difficult proposition, and far too time consuming, for advertisers to deal with the millions of website managers around the world. There is also a necessity for the event manager to provide the graphical components for the advertising that the website manager needs. Most events have a very local appeal whereas website often have a much larger geographic focus.
Certainly, it's important to be able to generate press releases with interesting stories to catch the interest of the media. Media organisations will say if you want to advertise your event, you should pay for the privilege.
As with other social media venues, the most effective way to establish a community of fans is to know who your target audience is and how to reach them. You can link to your own blog postings, other people’s blog, articles and news reports. For instance, on Monday you could launch special Twitter-only promotions to your followers, and Tweet an offer code that unlocks a promotion, or tweet a secret word that customers can mention to get a discount when they visit your business.
On Wednesday you could create a regular series of tweets that are informative or surprising. Whether industry-based, seasonal or cultural, learn how to use events to tap into popular interests or conversations.
Tweeting about a trending topic can help add your brand to these highly popular conversations. These users are already aware of who you are and are a lot more likely to follow you back then someone who is unfamiliar with your brand. A lot of these brands don’t know that they can do this in a much easier way, without letting their competition know, by creating a private Twitter list and adding them to it. Soltero, a Content and Social Media Strategist for Leaf, a Cambridge based tech startup, provides three ways to measure your success on Twitter.
Your marketing strategy is therefore a set of rules which direct what you do to promote and sell your products or services.
It is high risk in that it is usually a high cost strategy which medium to large sized established companies use in order to continue to grow the business.
You could visualize it almost like a pyramid with your overall business aims and objectives at the bottom. Your marketing mix is very simple, it consists of your what product you are going to sell, what price you are going to sell it at and where you are going to sell it. A business might contract an advertising agency to design and place advertisements on their behalf in the mass media. His recent national story lines have included the girlfriend of married Chelsea footballer, John Terry and the death of Jade Goody. Recognition can include the display of the sponsors’ name and logo and plenty of public recognition of the charitable act. The good bit is that it is very intensive and aimed at a small number of customers through meetings and regular updates; good relationships can be maintained and developed.
The link below shows a developmental timeline of the internet from onset to what we know today! A co-ordinated, customer-focused and harmonised use of methods from billboards to product packaging, website to internet advertising, sponsorship and publicity, in-store publicity through sales staff and sales promotions, plus direct marketing, all reiterating the same message with the same logo and branding.
If the message is not consistent, say McDonalds are promoting a 50p burger on the TV but in the store the sales-staff haven’t a clue what is happening, this is a little frustrating for the consumer and hardly professional for the company. So a manufacturer such as Wella (still on hair care!) will use promotional tools to inform their wholesaler of product pricing or change.
Noise can include language and cultural differences - using the wrong language can certainly stop the message being understood!
Consumers can seek information and buy products from all over the world at any time of the day. Sell-side e-commerce refers to the transactions involved with selling products to customers. The push technique can work particularly well for lower value items such as fast moving consumer goods (FMCGs), when customers are standing at the shelf ready to drop an item into their baskets and are ready to make their decision on the spot. If customers want a product, the retailers will stock it - supply and demand in its purest form, and this is the basis of a pull strategy. You'll also need to raise brand awareness and start building valuable word of mouth referrals. Probably there are few sport administrators over the age of 40 that have any inkling of how it works, and they rely on the skills and knowledge of Generation Y who are intimate with social media.
So, a very lucrative business niche (affiliate marketing) exists that intermediates between people who want to advertise, and people wanting to earn money by putting adverts on their websites.
You should spend at least an hour every day on developing content you can share on Twitter, and to maximize your exposure, make sure to use two or three hashtags at the end of your Tweet. They won’t know that they’ve been added and you can access your competitors all in one central location. You’re either not writing engaging or captivating Tweets, not Tweeting them at the right time, or not using hashtags well.
This can be achieved by finding new customers or getting your current customers to buy more of your product, instead of your competitor’s product. Once this is established, you can write a marketing plan, which is the detail of the specific marketing activities you are going to take action in order to achieve your business aims and objectives.
Segment profile to include, wealthy younger professionals age 23-30, looking for a multifunctional device, with good design and all features in one handset. Research cited in Jobber 2010 suggests that on average people spend 29% of their time on the web. This term now broadly encompasses most direct promotional techniques such as encouraging retailers to stock your product, designing point of sale materials or even selling face to face. If you have designed a product around the customer and have considered all elements of the marketing mix, both of these aspects should be achievable. The 2012 Olympics being held in London is being sponsored by a number of organisations such as Mcdonalds and Coca-Cola as the event will attract a world wide audience that will run into hundreds of millions. Clearly the company must take into account the readership and general behaviour of their target audience before they select their media strategy. The second problem is that it is necessary to set an upper limit to the cost for the advertiser. That said, small business owners should invest time in creating a cunning Twitter bio that concisely describes and clarifies who your company is, what it has to offer, and why your business is different from the competition. And on Friday, highlight the people who help run your company by tweeting photos of them hard at work and having fun. Quality interactions are when your interactions come from people in your target audience or that qualify as leads.
If no one is clicking the Tweet links to your own blog content, then you might want to work on your titles for posts.
Another advantage is that communications can be judged so much better on a face-to-face basis. New businesses often adopt a push strategy for their products in order to generate exposure and a retail channel.
Conversely, if people are clicking your links, they’re listening to you, and taking action.
Non-verbal communications such as body language and tone of voice, can offer clues as to how a meeting is proceeding.
Quality interactions are signs that you’re doing something right, so whatever it is, keep it up. Targeting through effective media campaigns could save the company valuable financial resources. The message should reinforce the benefit of the product and should also help the company in developing a positioning strategy for the product.



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