• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

Mention the main components of the promotion mix tools available to marketing managers, and discuss in detail the main objectives of one of these tools

Extracts from this document...

Introduction

Mention the main components of the promotion mix tools available to marketing managers, and discuss in detail the main objectives of one of these tools. It is not enough for a business to have good products sold at attractive prices. To generate sales and profits, the benefits of products have to be communicated to customers. In marketing, this is commonly known as "promotion". Although promotion is not done only for these factors but for other such as to build brand loyalty, to reminds and reassure costumers, to launch a new product and maybe to defend market share by responding to competitors' campaigns with their own advertising A business' total marketing communications programme is called the "promotional mix" and consists of a blend of advertising, personal selling, sales promotion, public relations tools and direct marketing. The main components of the promotion mix tools are Advertising, which means any paid form of non-personal communication of ideas or products in the "prime media" that is television, newspapers, magazines, billboard posters, radio, cinema etc. Advertising is intended to persuade and to inform. The two basic aspects of advertising are the message (what you want your communication to say) ...read more.

Middle

The final tool is direct marketing which is concerned with establishing an individual relationship between the business offering a product or service and the final customer. The process of direct marketing covers a wide range of promotional activities. These include, direct-response adverts on television and radio, Mail order catalogues, e-commerce for example eastbay, which is buying directly from the internet. Also direct mail often referred to as junk mail Now I am going to discuss Advertising in detail. Advertising is divided into two areas the Above-the-line media which reaches mass audiences and constitutes of the conventional media that are the press, commercial TV, commercial radio, cinema and posters on billboards and transport. The other area is below -the-line media which does not use commercial media but instead advertise through methods over which the company has considerable control, such as exhibiting at trade fairs, direct mail, mail drops, point-of-sale, sky advertising and sales literature. In this type of media there is not an independently owned mass media and not every one may always have the opportunity to see or read the promoter's message. Advertising is able to reach a wide geographical area (blanket advertising) ...read more.

Conclusion

Surely it is not worthed and very expensive to promote a sale through personal selling and not very effective by public relations. By advertising you can see what your target market is influenced by most and apply the right medium. For example if a company wants to promote chairs and beds for the elderly surely it will not choose to advert in the cinema because they are more frequented by youths other then the elderly. It will choose either the television or radio. Also it is wise to printed adverts such as magazines the advert can be easily read and referred to for more than one time. Apart form reassuring the consumer advertising helps to remove any post-purchase anxieties of consumers especially when the product is expensive such as cars and appliances and helps maintaining a long term relationship with established consumers. The key to successful promotion is that who promote must believe in the product and must be credible and enthusiastic either when making the advert and even in personal selling. Then the marketing managers have the important task to choose the right tool and the most effective medium, which will lead to success or failure. Odette Caruana Intermediate 2nd Year ...read more.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our AS and A Level Advertisements section.

Found what you're looking for?

  • Start learning 29% faster today
  • 150,000+ documents available
  • Just £6.99 a month

Not the one? Search for your essay title...
  • Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

See related essaysSee related essays

Related AS and A Level Advertisements essays

  1. Marked by a teacher

    British Cinema Vs Hollywood Cinema

    4 star(s)

    which result in people turning to Hollywood films. Until recently cinemas in Britain were small, smelly and warm, which stopped people wanting to see films in the cinema. Now we have been introduced to multiplexes and cinema admissions are rising.

  2. Produce a marketing strategy for a product or service with a clear understanding of ...

    Radio 463 - Cinema 97 - Direct Mail 1666 - Who are the advertisers? The table below shows the amount spent on advertising in 1998 by various product groups and by other groups of advertisers. ADVERTISER £M Retail and Mail Order 1093 Motors 631 Food 625 Financial 481 Toiletries &

  1. McDonalds Promotional Objectives The companies' main objective is to be the family restaurant ...

    Although this is cost efficient the outlay can be very high. This type of advertising can be very expressive and builds a long-term image of the product, but it cannot guarantee that the targeted market pays attention and is less persuasive than personal selling.

  2. VW - Skoda Fabia - Intergrated marketing communication.

    away from the cheap brand image and also change the customers' perception of Skoda and assure consumers that they could buy in confidence without being laughed at. The benefit of DAGMAR is it allows for the measuring of campaign achievement.

  1. Coca-Cola markrting mix

    In everything that Coca-Cola do, from the selection of the ingredients to the manufacture of their products and their delivery to the market place, they use their specialised quality management system, The Coca-Cola Quality System (TCCQS). Promotion Promotion is used to create awareness and stimulate demand, it is the most visible of the four P's.

  2. The History of AdvertisingTypes and Functions of AdvertisingAdvertising in mass media.Advertising agencyDomestic advertising

    The advertisements placed in them, as a rule, are less attractive, and each edition has simultaneously many such announcements, in this connection influence of any of them is separately reduced. Specificity of advertising in press dictates the following special approaches for its creation and placement: 1.

  1. Viral Marketing

    Example: Domino's Pizza Objective: Domino's wanted to reach out to the cosmopolitan Chennai audience in a market affected by CAS (Conditional Access System). It wanted to reach out to those consumers who could not watch their campaign on special interest channels since these were pay channels and had very few subscribers.

  2. The principles of marketing.

    Government statistics Government prepares statistics and the Central Statistical Office (CSO) publishes both a monthly and annual analysis. This provides us with information about the different markets. Above are just some places where I can get secondary information. The secondary data shows advertisements are sold in spots and the daytime spots cost less because there are little audiences.

  • Over 160,000 pieces
    of student written work
  • Annotated by
    experienced teachers
  • Ideas and feedback to
    improve your own work