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Advertising & promotion

Extracts from this document...

Introduction

Advertising is a collective term for public announcements designed to promote the sale of specific commodities or services. Advertising is a form of mass selling, employed when the use of direct, person-to-person selling is impractical, impossible, or simply inefficient. It is to be distinguished from other activities intended to persuade the public, such as propaganda, publicity, and public relations. Advertising techniques range in complexity from the publishing of simple, straightforward notices in the classified-advertising columns of newspapers to the concerted use of newspapers, magazines, television, radio, direct mail, and other communications media in the course of a single advertising campaign. From its unsophisticated beginnings in ancient times, advertising has burgeoned into a worldwide industry. My aims of advertising are: > Inform people about the product > Create a image > Increase sales > Compete with other shops > Introduce in products into the market Informative advertising Currently in the biggest spender on this form of advertising, is the government this advertising is used to pass on information to the public. The passing on of this information is very important in any advert. In my case when deciding how to advertise I can even use this method as to inform about my newsagents shop and where about its situated etc. Persuasive advertising The washing power industry spends as much as the government on advertising, their adverts try to persuade the viewer that their products are much better then the compensation. Their goal is to attract people to buy their products. There are different types of pervasive advertising: > Adverts that show a famous person using the product. > Adverts that compare one product with another. > Adverts that use sex to sell the product. I can use this method of advertising to tell people about my product in such a way that the customers are persuaded to actually buy the product, or change their opinion and behaviour. ...read more.

Middle

* Magazine adverts cost more then newspapers. * Newspaper adverts are not normally in colour. I am thinking to use newspaper as a method of advertising because if I placed an Ad in the local paper, I know that people all over the local area would see this, also it's quite cheap to use this method. But it seems quite expensive for a retail business like mine, I will be better of introducing more leaflets and posters. However I will not use magazines as a method of advertising as they are normally nationally presented and quite costly. When my business grows I may use magazines as an option for advertising because at that stage my business will be popular and widely known for its products all over the county/country. > Posters - Price = 15p per poster if done by myself, or 40p per poster if produced by specialists (in colour). These adverts are normally in a permanent place, and seen by every one. This means that these are good method of advertising if trying to target a large number of people. Advantages * A poster will be visible for a long time. * The posters are normally big, colourful so they grab people attention. * They can be placed on buses, trains, and in stations. * Very good to advertise in the local area. * Quite cheap. Disadvantages * Posters may be ignored by drivers, or pedestrians. * Message must be brief, or it will not work. * Adverts may be damaged by vandals. * No detailed information can be placed on the advert. Posters is not a suitable, reliable option for advertising because people may ignore my adverts, and if I was to produce posters then detailed information could not be placed on them as they would only be seen for a short amount of time, and also people are likely to forget the information. ...read more.

Conclusion

Special offers A similar effect can be obtained by making special offers. Like price reductions, special offers are normally available for a limited time. My business will not simply use one method of promotion (above or below-the-line-promotion), but will use a combination of methods to achieve my aims. I will mainly concentrate on above the line promotion first because I want the customers to know that I sell good products in my shop and the most obvious way and quicker way is to use this method where advertising will take part so more and more customers can know about my products. Later on I will use below the line promotion at times when I will need to reduce prices to promote my business and also to provide special offers on special and non-special occasions (very rarely). The use of free samples, gifts, competitions are not very suitable for my shop. This is because it would be impractical to give out free samples and competitions as it will take a lot of time to set up and run, and gifts are not of any use as you normally only buy one of the products. I will now produce a budget for my promotion for the first year and I will explain how it will be spent. Budget A budget is a forecast of the profit my business expects to generate in the first year. It sets targets for income and expenditure during the period. Estimates are made of the anticipated income that my business will receive from selling its product, and its expenditure on items such as raw materials, personal costs, advertising, power, transport and administration. My Budget Key Posters = 15p per poster if done by myself, or 40p per poster if produced by specialists (in colour). Leaflets = 15p per poster if done by myself, or 40p per poster if produced by specialists (in colour). Internet Website = A professional 2 page website starts at �350 + VAT including website design (including graphics), domain name and 1st year's web hosting. This service is offered by a popular company "ECWEBS". ...read more.

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