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Unit 9 exploring creative product promotion

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Introduction

Good morning to my presentation of Unit 9 exploring creative product promotion. My name is Shannon Somford. I will be giving information about the following objects: - The promotional mix - The Aims and Objectives - The role of promotion within the marketing mix - The role of advertising agencies in the development of a successful promotional campaign - A promotional campaign The purpose of a promotional mix is to inform consumers about a product/ services while you point out the superior features. The purposes can be Increasing sales and getting a greater market share, Showing product features, educating the market to the benefits, explaining the number of potential users of a product and promoting the new or improved features of an established product. 1. I'll be telling you how the promotional mix is used by Caf� Fresco, its divided into different elements. Advertising; Is a form of communication. It means that an organisation promotes a product with help of the media, Like the Television etc. It should draw the attention from the target audience to the product. Caf� Fresco uses the type of advertising called the radio as an media. A lot of business work with the radio on, so you attract a lot of people. Corporate Image; It's an image for what the company stands for. A corporate image is often designed to get interest among the consumers. ...read more.

Middle

Public relations try's to maintain the relationship between organizations and there public, like employees, local community, consumers etc. They try that through activities designed to create understanding and goodwill. Caf� Fresco isn't using public relations. This is more aimed at big businesses and schools so that they can use open days etc. The aims and objectives of Caf� Fresco. Caf� Fresco Aims; Trying to attract more business people for breakfast and lunch. Try to appeal to a different market. Gain a good reputation, provide a good service of food and drinks. Objectives; The specific, measurable, achievable, realistic and time specific objectives are the following; Specific - Attracting business people for the lunch and breakfast Measurable - At least getting 20 people at the end of the week Achievable - It's going to be achievable because we are placed where all the big businesses are located and we are handing out folders at the businesses Realistic - We are trying to achieve it with flyers and posters around the city to attract the people Timed - We aim to achieve the objective within 2 months because the promotion ends then The role of promotion within the marketing mix is critical to the success or failure of products coming on to the market. A business total marketing communications programme is called the promotional mix and consists of a blend of advertising, personal selling, sales promotion and public relations tool. ...read more.

Conclusion

In most cases it is the costumer, but it could also include the shareholders or employees. For the caf� it are the costumers. Target audiences are people who are grouped together by a factor. Detail the promotional message in the creative brief A marketing strategy developed by a business to promote a product or service. A promotional message can come in many forms, such as a television or magazine advertisement, or a slogan on a product package. Whatever form it takes, the promotional message is meant to get across a certain message about the good or service the company is promoting. Establish a promotional budget or cost The organisation should establish the finance before it considers the type of marketing activities. Choose the promotion and media mix In many markets promotion is the key to success. Marketers have at their disposal four major methods of promotion. Taken together these comprise the promotion mix. In this section a basic definition of each method is offered while in the next section a comparison of each method based on the characteristics of promotion is presented. Schedule the frequency and timing of the promotion A promotional campaign should not be one short period but as a continues activity. Messages should be repeated because the target audience could miss a message the first time it will appear. Personal selling and advertising can be used together. Running a campaign at the right time is important it has to be when costumers are available to purchase some kind of product etc. ...read more.

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