{"id":316,"date":"2022-09-20T16:21:41","date_gmt":"2022-09-20T15:21:41","guid":{"rendered":"https:\/\/blogs.glowscotland.org.uk\/glowblogs\/n5businessmanagement\/?page_id=316"},"modified":"2022-09-20T16:23:45","modified_gmt":"2022-09-20T15:23:45","slug":"promotion","status":"publish","type":"page","link":"https:\/\/blogs.glowscotland.org.uk\/glowblogs\/n5businessmanagement\/promotion\/","title":{"rendered":"Promotion"},"content":{"rendered":"<h2><span style=\"color: #ff0000\"><strong>Marketing Mix &#8211; Promotion<\/strong><\/span><\/h2>\n<p>An organisation must promote its products to gain new customers or keep its existing customers.\u00a0 The purposes of promotion are to:<\/p>\n<ul>\n<li>Inform customers about features and benefits of a new product;<\/li>\n<li>Remind consumers of features and benefits of an established product;<\/li>\n<li>Persuade customers to buy the product.<\/li>\n<\/ul>\n<h2><span style=\"color: #ff0000\"><strong>Promotion Methods &#8211; Advertising<\/strong><\/span><\/h2>\n<h3><span style=\"color: #ff0000\">Radio\/Television<\/span><\/h3>\n<p>Adverts are placed in commercial breaks between programmes (broadcast media).<\/p>\n<ul>\n<li>Different market segments can be targeted depending on the channel or station chosen and the type of programme.<\/li>\n<li>They can reach local or national markets on a large scale.<\/li>\n<li>TV adverts allow demonstration of the product.<\/li>\n<\/ul>\n<ul>\n<li>They may be very expensive to run, especially during prime broadcasting times.<\/li>\n<li>Customers may move away from the TV during the commercial break.<\/li>\n<\/ul>\n<hr \/>\n<h3><span style=\"color: #ff0000\">Newspapers\/ Magazines<\/span><\/h3>\n<p>Print media adverts in colour or black and white.<\/p>\n<ul>\n<li>Market segments can be targeted by choice of publication.<\/li>\n<li>Adverts can contain more detail in text or numerical format.<\/li>\n<li>Customers can cut out and keep printed adverts for future reference.<\/li>\n<li>As fewer people are reading printed media these days, the advert may not reach as many people.<\/li>\n<\/ul>\n<hr \/>\n<h3><span style=\"color: #ff0000\">Sponsorship<\/span><\/h3>\n<p>An organisation may sponsor a sporting team or event who will wear clothing endorsed with a logo and display posters\/banners around the event.<\/p>\n<p>&nbsp;<\/p>\n<ul>\n<li>Adverts attract the attention of supporters.<\/li>\n<li>They may gain additional television coverage.<\/li>\n<li>Sponsorship of charities and community clubs can give a caring image which should appeal to its customer base.<\/li>\n<\/ul>\n<ul>\n<li>Sponsorship contracts are renegotiated regularly and become expensive if the team is successful.<\/li>\n<li>Once a charitable sponsorship is in place it must continue to risk loss of positive image.<\/li>\n<\/ul>\n<hr \/>\n<h3><span style=\"color: #ff0000\">Posters\/ Billboards<\/span><\/h3>\n<p>Adverts displayed in bus stops, sporting venues and roadsides.<\/p>\n<ul>\n<li>Adverts may be concentrated so customers view them several times.<\/li>\n<\/ul>\n<ul>\n<li>After a while the customer may stop noticing them, so they need to be changed regularly.<\/li>\n<\/ul>\n<hr \/>\n<h3><span style=\"color: #ff0000\">Celebrity Endorsement<\/span><\/h3>\n<p>Sports or show business personalities are paid to promote a product.<\/p>\n<ul>\n<li>This leads to increased sales to fans who want to be like their hero.<\/li>\n<li>Social media influencers are sought after to endorse products due to their massive followings.<\/li>\n<\/ul>\n<ul>\n<li>As the celebrity gets more famous their fees will increase.<\/li>\n<li>Celebrities can fall out of fashion or can do something that brings negative publicity.<\/li>\n<\/ul>\n<hr \/>\n<h3><span style=\"color: #ff0000\">Internet Advertising<\/span><\/h3>\n<p>Adverts can be placed an organisation\u2019s own website and\/or by buying space on websites.<\/p>\n<ul>\n<li>Choice of website means the target market will be likely to view.<\/li>\n<li>Organisations set up their own social networking sites to gain exposure as adverts can be liked and shared, thus reaching huge numbers of customers.<\/li>\n<\/ul>\n<ul>\n<li>Customers may not follow sites they are not <u>already<\/u> interested in, so viewers may be limited.<\/li>\n<\/ul>\n<hr \/>\n<h3><span style=\"color: #ff0000\">Use of Apps<\/span><\/h3>\n<p>Apps on smart devices can be linked into advertising which may pop up when the app is in use.<\/p>\n<ul>\n<li>By choosing the right app, the organisation can target promotions towards their target markets.<\/li>\n<li>Information on Apps is very easy to update.<\/li>\n<\/ul>\n<ul>\n<li>Development costs for an App may be high.<\/li>\n<\/ul>\n<hr \/>\n<h3><span style=\"color: #ff0000\">SMS Messaging<\/span><\/h3>\n<p>Customers may agree to receive marketing messages in return for incentives.<\/p>\n<ul>\n<li>Customers will view the text messages \u2018on the go\u2019 and will likely view them as soon as they come in.<\/li>\n<\/ul>\n<ul>\n<li>As with direct emails, messages may be deleted without being read.<\/li>\n<\/ul>\n<hr \/>\n<h3><span style=\"color: #ff0000\">Direct E-mail Advertising<\/span><\/h3>\n<p>Sending a promotional email directly to previous or potential customers using a mailing list.<\/p>\n<ul>\n<li>Details can be collected when customers buy on-line \u2013 so promoting to previous customers.<\/li>\n<li>Very cost effective to set up and run.<\/li>\n<\/ul>\n<ul>\n<li>Regulations on adding customers to a mailing list mean permission must be sought.<\/li>\n<li>High chance of mail going straight to \u2018junk\u2019 if the customer does not mark it as safe.<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h2><span style=\"color: #ff0000\"><strong>Promotion Methods \u2013 Sales Promotions<\/strong><\/span><\/h2>\n<p>Sales promotions are special offers to customers eg:<\/p>\n<ul>\n<li>BOGOF \u2013 Buy One Get One Free;<a href=\"https:\/\/blogs.glowscotland.org.uk\/glowblogs\/public\/n5businessmanagement\/uploads\/sites\/10132\/2022\/09\/20162244\/Picture19.png\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-318 alignright\" src=\"https:\/\/blogs.glowscotland.org.uk\/glowblogs\/public\/n5businessmanagement\/uploads\/sites\/10132\/2022\/09\/20162244\/Picture19.png\" alt=\"\" width=\"167\" height=\"207\" srcset=\"https:\/\/blogs.glowscotland.org.uk\/glowblogs\/public\/n5businessmanagement\/uploads\/sites\/10132\/2022\/09\/20162244\/Picture19.png 459w, https:\/\/blogs.glowscotland.org.uk\/glowblogs\/public\/n5businessmanagement\/uploads\/sites\/10132\/2022\/09\/20162244\/Picture19-242x300.png 242w\" sizes=\"auto, (max-width: 167px) 100vw, 167px\" \/><\/a><\/li>\n<li>Bonus packs &#8211; 50% extra free;<\/li>\n<li>Promotional price discounts;<\/li>\n<li>Entry into prize draws;<\/li>\n<li>Credit facilities eg interest free credit;<\/li>\n<li>Free samples linked to money-off vouchers;<\/li>\n<li>Loyalty cards which give special discounts or exclusive access.<\/li>\n<\/ul>\n<p><strong><span style=\"color: #ff0000\">Advantages<\/span><\/strong><\/p>\n<ul>\n<li>Sales promotions can be used to help a product break into a new market, or to re-capture interest in a product that has been around for a while.<\/li>\n<li>They can tempt new customers to try the product and develop some loyalty to it so they will continue to buy it.<\/li>\n<li>Sales promotions can be used to reward regular customer and encourage them to remain loyal.<\/li>\n<\/ul>\n<p><strong><span style=\"color: #ff0000\">Disadvantages<\/span><\/strong><\/p>\n<ul>\n<li>If an organisation uses sales promotions too often, customers may hold off buying at full price in the expectation that it will be on offer again.<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h2><span style=\"color: #ff0000\"><strong>Ethical Marketing Considerations<\/strong><\/span><\/h2>\n<p>Environmental &amp; Ethical Responsibility &#8211; some consumers make purchasing decisions based on how environmentally responsible a producer is.\u00a0 An organisation may have to market their environmental credentials by:<\/p>\n<ul>\n<li>Publishing information on their carbon footprint \u2013 eg using locally sourced supplies, using sustainable sources of materials, using energy efficient production methods, recycling and reusing materials and packaging.<\/li>\n<li>Publishing information on their suppliers and whether they are treating them fairly.<a href=\"https:\/\/blogs.glowscotland.org.uk\/glowblogs\/public\/n5businessmanagement\/uploads\/sites\/10132\/2022\/09\/20162329\/Picture18.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"alignleft size-full wp-image-320\" src=\"https:\/\/blogs.glowscotland.org.uk\/glowblogs\/public\/n5businessmanagement\/uploads\/sites\/10132\/2022\/09\/20162329\/Picture18.jpg\" alt=\"\" width=\"103\" height=\"102\" \/><\/a><\/li>\n<li>Promoting themselves as a \u2018living wage\u2019 employer \u2013 paying on or above the living wage to all staff regardless of their age.<\/li>\n<\/ul>\n<p>Non-Discriminatory Practices \u2013 when marketing products, organisations should take care to portray equal opportunities eg:<\/p>\n<ul>\n<li>In their use of characters and scenarios for advertising.<\/li>\n<li>Ensuring that their products are accessible to people with a disability eg font sizes on packaging and in product information.<\/li>\n<li>Ensure that when direct selling, their sales staff are not taking advantages of vulnerable sectors of the population eg older people, people unable to access credit.<\/li>\n<\/ul>\n<p>Not Misleading or Offensive \u2013 organisations must ensure they are not only compliant with legal requirements on trading and advertising standards, but they should also go beyond this eg<\/p>\n<ul>\n<li>Seeking advice on cultural norms so they are not accidentally offending.<\/li>\n<li>Ensure that product information is clear and jargon free.<\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>Marketing Mix &#8211; Promotion An organisation must promote its products to gain new customers or keep its existing customers.\u00a0 The purposes of promotion are to: Inform customers about features and benefits of a new product; Remind consumers of features and benefits of an established product; Persuade customers to buy the product. Promotion Methods &#8211; Advertising [&hellip;]<\/p>\n","protected":false},"author":79984,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"class_list":["post-316","page","type-page","status-publish","hentry"],"_links":{"self":[{"href":"https:\/\/blogs.glowscotland.org.uk\/glowblogs\/n5businessmanagement\/wp-json\/wp\/v2\/pages\/316","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/blogs.glowscotland.org.uk\/glowblogs\/n5businessmanagement\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/blogs.glowscotland.org.uk\/glowblogs\/n5businessmanagement\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/blogs.glowscotland.org.uk\/glowblogs\/n5businessmanagement\/wp-json\/wp\/v2\/users\/79984"}],"replies":[{"embeddable":true,"href":"https:\/\/blogs.glowscotland.org.uk\/glowblogs\/n5businessmanagement\/wp-json\/wp\/v2\/comments?post=316"}],"version-history":[{"count":3,"href":"https:\/\/blogs.glowscotland.org.uk\/glowblogs\/n5businessmanagement\/wp-json\/wp\/v2\/pages\/316\/revisions"}],"predecessor-version":[{"id":321,"href":"https:\/\/blogs.glowscotland.org.uk\/glowblogs\/n5businessmanagement\/wp-json\/wp\/v2\/pages\/316\/revisions\/321"}],"wp:attachment":[{"href":"https:\/\/blogs.glowscotland.org.uk\/glowblogs\/n5businessmanagement\/wp-json\/wp\/v2\/media?parent=316"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}