product promotion strategies
ADVERTISING:
Advertising is used to introduce a new product, sell more of an existing product, attract new costumers, demonstrate its advantages over competing products and improve the company's image. Advertising is placed all around us, on the internet and in places where the product is regularly used e.g cinema, buses, trains and sporting events.
Central to the advertising process is the brand name, logo or slogan. Often a well known brand can easily be recognized by particular groups in which the brand may appeal to.. Sometimes the brand name can become so widely known, that it can be used as a generic name for a certain kind of product regardless of its brand e.g Levis is often used when referring to jeans regardless of the brand in which the jeans originated. Often logos of well known brands can be instantly recognized by consumers e.g McDonald's golden arches and Nike's tick.
Packaging is also an important part of advertising as the package is designed to appeal to consumers. An eye catching design is used to make the product stand out on the shelves to appeal to consumers.
PRODUCT ENDORSEMENT AND SPONSOR SHIPS:
Celebrities are often used to promote products. Well-known stars may be paid for promoting products (product endorsement) or be supported by a company financially during training and performing. They receive financial support as the celebrity promotes the company's products (sponsorship). Well known people can be linked with particular products as they are commonly shown wearing clothing that advertise the brand as an attempt to raise brand recognition.
EVENT SPONSORSHIP AND VENUE NAMING RIGHTS:
Companies seek to increase public recognition of their brand through buying naming rights for major sporting events. This ensure that their brand will be regularly mentioned through the media during the event(s).
PRODUCT PLACEMENT:
Product placement involves strategically placing advertisements where they will be most effective e.g movie theaters or television products.
GUERRILLA MARKETING:
Guerrilla marketing is a non-tradition and unconventional way to flexibly promote a brand name or product. This can include printing the brand name on T-shirts to be distributed during a sporting event to show support to the sponsored team.
DIRECT MARKETING:
direct marketing is a way of advertising directly to the consumer via telemarketing, mail or emails where the consumer is contacted personally in an attempt to encourage them to purchase a product. This personal approach has seen more effective than indirect approaches through the media.
JUNK MAIL:
The use of flyers or spam messages as a way of promoting a product. This is normally used with supermarket chains, hardware stores and real estate agents, and is a way for consumers to find out about special offers at retail outlets.
SPECIAL PROMOTIONS:
Special promotion are used to boost normal sales and usually apply to selected items (items may be hard to sell stock or goods that have been purchased from the manufacturer at a special pricing deal). This is also used to attract customers into the store and encourage them to buy other full-priced products.
PERSONAL SELLING:
Personal selling is a form of direct marketing involving door-to-door sales selling products such as avon, tupperware and amway. This form of promotion allows consumers to ask more questions on the products and are able to grasp a more clearer understanding on the product. The consumer can also be pressured into purchasing the products by the salesperson or to add other accessories to their purchases. Salespeople in retail outlets usually have an attitude or skill that can encourage the consumer to purchase their products though they might not need it through many techniques such as up-selling.
PUBLICITY:
publicity is when the media promotes a particular products of a certain brand usually through the release of a new product or when the company purchases blocks of advertising time with the media outlet.
THE ROLE OF GENDER IN PRODUCT PROMOTION:
Advertising certain products to a specific gender based on gender preferences and stereotypes that are often applied to the sexes e.g. promoting clothing and makeup to the female gender and promoting cars and tools to the male gender.
Advertising is used to introduce a new product, sell more of an existing product, attract new costumers, demonstrate its advantages over competing products and improve the company's image. Advertising is placed all around us, on the internet and in places where the product is regularly used e.g cinema, buses, trains and sporting events.
Central to the advertising process is the brand name, logo or slogan. Often a well known brand can easily be recognized by particular groups in which the brand may appeal to.. Sometimes the brand name can become so widely known, that it can be used as a generic name for a certain kind of product regardless of its brand e.g Levis is often used when referring to jeans regardless of the brand in which the jeans originated. Often logos of well known brands can be instantly recognized by consumers e.g McDonald's golden arches and Nike's tick.
Packaging is also an important part of advertising as the package is designed to appeal to consumers. An eye catching design is used to make the product stand out on the shelves to appeal to consumers.
PRODUCT ENDORSEMENT AND SPONSOR SHIPS:
Celebrities are often used to promote products. Well-known stars may be paid for promoting products (product endorsement) or be supported by a company financially during training and performing. They receive financial support as the celebrity promotes the company's products (sponsorship). Well known people can be linked with particular products as they are commonly shown wearing clothing that advertise the brand as an attempt to raise brand recognition.
EVENT SPONSORSHIP AND VENUE NAMING RIGHTS:
Companies seek to increase public recognition of their brand through buying naming rights for major sporting events. This ensure that their brand will be regularly mentioned through the media during the event(s).
PRODUCT PLACEMENT:
Product placement involves strategically placing advertisements where they will be most effective e.g movie theaters or television products.
GUERRILLA MARKETING:
Guerrilla marketing is a non-tradition and unconventional way to flexibly promote a brand name or product. This can include printing the brand name on T-shirts to be distributed during a sporting event to show support to the sponsored team.
DIRECT MARKETING:
direct marketing is a way of advertising directly to the consumer via telemarketing, mail or emails where the consumer is contacted personally in an attempt to encourage them to purchase a product. This personal approach has seen more effective than indirect approaches through the media.
JUNK MAIL:
The use of flyers or spam messages as a way of promoting a product. This is normally used with supermarket chains, hardware stores and real estate agents, and is a way for consumers to find out about special offers at retail outlets.
SPECIAL PROMOTIONS:
Special promotion are used to boost normal sales and usually apply to selected items (items may be hard to sell stock or goods that have been purchased from the manufacturer at a special pricing deal). This is also used to attract customers into the store and encourage them to buy other full-priced products.
PERSONAL SELLING:
Personal selling is a form of direct marketing involving door-to-door sales selling products such as avon, tupperware and amway. This form of promotion allows consumers to ask more questions on the products and are able to grasp a more clearer understanding on the product. The consumer can also be pressured into purchasing the products by the salesperson or to add other accessories to their purchases. Salespeople in retail outlets usually have an attitude or skill that can encourage the consumer to purchase their products though they might not need it through many techniques such as up-selling.
PUBLICITY:
publicity is when the media promotes a particular products of a certain brand usually through the release of a new product or when the company purchases blocks of advertising time with the media outlet.
THE ROLE OF GENDER IN PRODUCT PROMOTION:
Advertising certain products to a specific gender based on gender preferences and stereotypes that are often applied to the sexes e.g. promoting clothing and makeup to the female gender and promoting cars and tools to the male gender.