It is an impersonal presentation where a standard or common message regarding the merits, price and availability of product or service is given by the producer or marketer. The advertisement builds pull effect as advertising tries to pull the product by directly appealing to customer to buy it. From the above definition we can find that the three distinct features of advertising are: The sponsor has to pay for advertising he has to bear a cost to communicate with customers.
All four of these elements combine to make a successful marketing strategy. The four main tools of promotion are advertising, sales promotion, public relation and direct marketing.
Advertising Advertising is defined as any form of paid communication or promotion for product, service and idea. Advertisement is not only used by companies but in many cases by museum, government and charitable organizations.
However, the treatment meted out to advertisement defers from an organization to an organization. Mission looks at setting objectives for advertising. The objectives could be to inform, persuade, remind or reinforce. Objective has to follow the marketing strategy set by the company. Money or budget decision for advertising should look at stage of product life cycle, market share and consumer base, competition, advertising frequency and product substitutability.
Once the message is decided the next step is finalizing the media for delivering the message. The choice of depends on reach of media, frequency of transmission and potential impact on customer.
Based on this choice of media types are made from newspaper, television, direct mail, radio, magazine and the internet. After which timing of broadcast of the message is essential as to grab attention of the target audience.
There are two types of research communication effect research and sales effect research. Sales Promotion Promotion is an incentive tool used to drive up short term sales. Promotion can be launched directed at consumer or trade.
The focus of advertising to create reason for purchase the focus of promotion is to create an incentive to buy.
Consumer incentives could be samples, coupons, free trial and demonstration. Trade incentive could be price off, free goods and allowances. Sales force incentive could be convention, trade shows, competition among sales people.
Sales promotion activity can have many objectives, for example, to grab attention of new customer, reward the existing customer, increase consumption of occasional users. Sales promotion is usually targeted at the fence sitters and brand switchers.
Sales promotional activity for the product is selected looking at the overall marketing objective of the company. Sales promotion activity should under-go pretest before implementation.
Once the activity is launched it should be controlled as to remain within the budget. Evaluation program is a must after implementation of the promotional scheme.
Public Relations Companies cannot survive in isolation they need to have a constant interaction with customers, employees and different stakeholders. This servicing of relation is done by the public relation office. The major function of the public relation office is to handle press releases, support product publicity, create and maintain the corporate image, handle matters with lawmakers, guide management with respect to public issues.The global marketing and promotional alliance between Microsoft and Samsung Electronics will include cinema, POS, television, print, online and various other media efforts, with further details becoming available in coming months/5(26).
The phone brand’s US CMO spoke at Cannes about how Samsung had to change its marketing strategy to ‘humanise’ the brand after the Note 7 was recalled after a number exploded. Brand Positioning. By Leonie Roderick 19 Jun pm. Samsung looks to head off long-term brand damage as it scraps Galaxy Note 7.
Promotional tools are tactics or activities you plan and execute to persuade consumers to buy your products or services. As a consumer, you likely partake of these activities yourself without. The 4 Ps of marketing are product, price, place and promotion.
All four of these elements combine to make a successful marketing strategy. Promotion looks to communicate the company’s message across to the consumer. The four main tools of promotion are advertising, sales promotion, .
various integrated marketing communication strategies adopted by the two leading brands Apple and Samsung. Integrated Marketing communication is an approach to achieve the objectives of a marketing campaign through a Press Integration Tools Promotional Tools Press releases and introductory meetings for new products (creating.
Obviously the videos were also shareable, thereby giving Samsung some additional exposure outside of its normal marketing channels. Samsung also ran a competition alongside the YouTube videos where people could submit their own ideas for a promo video and .