Unit 9: Creative Product Promotion P2 M1 D1
P2 M1 d1
Unit – 9 (Creative Product
Promotion)
BTEC National Diploma In Business Level 3
The Date
Author: Your Name
Your Teacher
1
,Unit 9: Creative Product Promotion P2 M1 D1
Unit 9 Creative Product Promotion
On completion of this unit I should:
1) Know the constituents of the promotional mix.
2) Understand the role of promotion within the marketing mix.
3) Understand the role of advertising agencies and the media.
4) Be able to create a simple promotional campaign.
Task 2:
a) Explain the role of promotion within the marketing mix for a selected product/service.
b) Explain how promotion is integrated with the rest of the marketing mix in a selected
organisation to achieve its marketing aims and objectives.
c) Evaluate and justify the use of an appropriate promotional mix in relation to
marketing objectives for the selected organisation.
2
, Unit 9: Creative Product Promotion P2 M1 D1
Promotion
The purpose of promotion is to communicate with individuals, groups or organisations
directly or indirectly, facilitate exchanges by informing and persuading one or more
audiences to accept an offer or to make an offer themselves.
Businesses may combine specific ingredients of the promotional mix to promote a particular
product in the most efficient way. There are few promotion methods:
Advertising
Sales Promotion
Public Relations
Sponsorship
Personal Selling
Each of these promotional, tools has its own unique characteristics, cost, strength and
limitations. However, a marketing manager uses them in combination thereby creating a
promotion mix.
Implementing promotion into the marketing mix of the products McDonalds must decide
which promotion method would be appropriate in each case. McDonald’s marketer must do
the following while planning a promotion campaign in order to choose the right method:
1) Identify the target audience for the product.
2) Identify the Stage of the product life cycle
Introductory (New product)
Growth (Existing product with growing demand)
Maturity (Existing product with stable demand)
Decline (Existing product with declining demand)
3) The product’s characteristics (A need, risk, how healthy it is, how innovative it is,
etc...)
4) Channel strategies: Push Vs. Pull Policy
(Push – promotes product only to the next institutions dow the market chain, Pull –
promotes directly to customers)
General role of promotion in Marketing Mix:
1. To communicate with the intended target audience
2. To establish its brand image and market positioning
3. To communicate the benefits of a product or service
4. To justify its price point and convey a sense of value for money
5. To inform how/where it can be acquired
3
P2 M1 d1
Unit – 9 (Creative Product
Promotion)
BTEC National Diploma In Business Level 3
The Date
Author: Your Name
Your Teacher
1
,Unit 9: Creative Product Promotion P2 M1 D1
Unit 9 Creative Product Promotion
On completion of this unit I should:
1) Know the constituents of the promotional mix.
2) Understand the role of promotion within the marketing mix.
3) Understand the role of advertising agencies and the media.
4) Be able to create a simple promotional campaign.
Task 2:
a) Explain the role of promotion within the marketing mix for a selected product/service.
b) Explain how promotion is integrated with the rest of the marketing mix in a selected
organisation to achieve its marketing aims and objectives.
c) Evaluate and justify the use of an appropriate promotional mix in relation to
marketing objectives for the selected organisation.
2
, Unit 9: Creative Product Promotion P2 M1 D1
Promotion
The purpose of promotion is to communicate with individuals, groups or organisations
directly or indirectly, facilitate exchanges by informing and persuading one or more
audiences to accept an offer or to make an offer themselves.
Businesses may combine specific ingredients of the promotional mix to promote a particular
product in the most efficient way. There are few promotion methods:
Advertising
Sales Promotion
Public Relations
Sponsorship
Personal Selling
Each of these promotional, tools has its own unique characteristics, cost, strength and
limitations. However, a marketing manager uses them in combination thereby creating a
promotion mix.
Implementing promotion into the marketing mix of the products McDonalds must decide
which promotion method would be appropriate in each case. McDonald’s marketer must do
the following while planning a promotion campaign in order to choose the right method:
1) Identify the target audience for the product.
2) Identify the Stage of the product life cycle
Introductory (New product)
Growth (Existing product with growing demand)
Maturity (Existing product with stable demand)
Decline (Existing product with declining demand)
3) The product’s characteristics (A need, risk, how healthy it is, how innovative it is,
etc...)
4) Channel strategies: Push Vs. Pull Policy
(Push – promotes product only to the next institutions dow the market chain, Pull –
promotes directly to customers)
General role of promotion in Marketing Mix:
1. To communicate with the intended target audience
2. To establish its brand image and market positioning
3. To communicate the benefits of a product or service
4. To justify its price point and convey a sense of value for money
5. To inform how/where it can be acquired
3
