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Describing the range of promotional activities used by Safeway plc.

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Introduction

Describing the range of promotional activities used by Safeway plc The range of promotional activities that Safeway plc uses is mainly 'special offers' and leaflets. Safeway used to advertise on TV as a way of attracting customers. On the advert they used to show all the products that were on offer, and showed the original prices of the products and than the cut down prices. Advertising on TV may not have been a success for Safeway as they do not advertise on TV no more. But Safeway need to advertise on TV, to keep up with competition such as Sainsbury's and Tesco. Advertising on TV is very expensive, but reaches a wider audience and is the most effective way to advertise and get a response from. ...read more.

Middle

This is a good method as people know exactly what products are on offer, and this attracts them to come to the supermarket. Advertising through leaflets is a very cheap, but effective way. Leaflets are effective as they are very colourful, bright, bold and attractive to look at. Organisations do this on purpose, so customers look at the leaflet rather than throwing it in the bin. Leaflets are very cheap to produce than TV ads, this is because leaflets only target certain areas whereas TV ads reach a wider audience. Another way Safeway attracts customers, is by the layout of the store. They put all their fruit and vegetables at the entrance of the store. ...read more.

Conclusion

The promotion plan should show: * Why you need to promote your product or service. * What aspects of the product or service you are promoting. * What the promotions are and why they are likely to be successful. * How much the promotions will cost. * How much profit the promotions will generate. * Ways of evaluating the effectiveness of promotions. There are many different ways of reaching different audiences, with technology opening up new forms of advertising such as the Internet. Advertising may take place through the following: * Printed materials. These make up the largest group of media in the UK and include all newspapers and magazines. * Broadcast media. These include both publicly owned and commercial television and radio. * Outdoor media. Fixed posters, advertising on buses, taxis, underground trains and other forms of transport. * Direct mail. This is personally addressed advertising sent through the post. ...read more.

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