Theme 1 Topic 15
Branding & Promotion
Promotion
Promotion – the process of drawing attention to products by communicating with customers or potential
customers
Promotion can be…
Informative – telling people about what the product/service is – facts/figures
OR
Persuasive – trying to make people buy it – appeals to emotions
And
Above the Line – relies on media e.g. magazine & TV advertising
OR
Below the Line – does not involve media advertising e.g. sales promotions and merchandising
Types of Promotion
1. Personal Selling – might involve a sales representative visiting a potential customer. Especially used in
B2B.
Benefits Drawbacks
Could sell for more Might not sell as many
More likely to sell it Could put people off
- More personal Expensive
- Persuade customers
Can explain benefits of the product in lots
of detail
2. Direct Marketing – communicating directly to the individual customer through an appropriate form of
communication (e.g. through letters or telephone)
Benefits Drawbacks
Can target customers Annoys customers – goes in junk/bin
Cost effective
3. Advertising – communicating with customers or potential customers through specific media (e.g. TV,
radio or newspapers)
Media Advantages Disadvantages
Television Huge audiences can be reached Very expensive
Use of products can be demonstrated Message may be short-lived
Sound & movement can be used Some viewers avoid TV ads
Scope for targeting groups with digital Delay between seeing the ad
TV and shopping
Newspapers National and local coverage No movement or sound
and Magazines Reader can refer back Individual ads may be lost in
Ads can be linked to articles and a ‘sea of ads’
features
Vouchers & coupons can be used
Scope for targeting with specialist
magazines
Relatively cheap
Cinema Big impact on large screen Limited audience
Branding & Promotion
Promotion
Promotion – the process of drawing attention to products by communicating with customers or potential
customers
Promotion can be…
Informative – telling people about what the product/service is – facts/figures
OR
Persuasive – trying to make people buy it – appeals to emotions
And
Above the Line – relies on media e.g. magazine & TV advertising
OR
Below the Line – does not involve media advertising e.g. sales promotions and merchandising
Types of Promotion
1. Personal Selling – might involve a sales representative visiting a potential customer. Especially used in
B2B.
Benefits Drawbacks
Could sell for more Might not sell as many
More likely to sell it Could put people off
- More personal Expensive
- Persuade customers
Can explain benefits of the product in lots
of detail
2. Direct Marketing – communicating directly to the individual customer through an appropriate form of
communication (e.g. through letters or telephone)
Benefits Drawbacks
Can target customers Annoys customers – goes in junk/bin
Cost effective
3. Advertising – communicating with customers or potential customers through specific media (e.g. TV,
radio or newspapers)
Media Advantages Disadvantages
Television Huge audiences can be reached Very expensive
Use of products can be demonstrated Message may be short-lived
Sound & movement can be used Some viewers avoid TV ads
Scope for targeting groups with digital Delay between seeing the ad
TV and shopping
Newspapers National and local coverage No movement or sound
and Magazines Reader can refer back Individual ads may be lost in
Ads can be linked to articles and a ‘sea of ads’
features
Vouchers & coupons can be used
Scope for targeting with specialist
magazines
Relatively cheap
Cinema Big impact on large screen Limited audience
