Promotion
Promotion includes advertising, public relations, and promotional strategy. The goal of promoting a product is to reveal to consumers why they need it and why they should pay a certain price for it.
Marketers tend to tie promotion and placement elements together so they can reach their core audiences. For example, In the digital age, the "place" and "promotion" factors are as much online as they are offline. Specifically, where a product appears on a company's web page or social media, as well as which types of search functions trigger corresponding, targeted ads for the product.
The Swedish vodka brand Absolut sold only 10,000 cases of its vodka in 1980. But by 2000, the company had sold 4.5 million cases, thanks in part to its iconic advertising campaign. The images in the campaign featured the brand's signature bottle styled as a range of surreal images: a bottle with a halo, the bottle made of stone, or as the outline of trees on a ski slope. To date, this Absolut advertising campaign is one of the longest-running continuous ad campaigns of all time, from 1981 to 2005.
Marketers tend to tie promotion and placement elements together so they can reach their core audiences. For example, In the digital age, the "place" and "promotion" factors are as much online as they are offline. Specifically, where a product appears on a company's web page or social media, as well as which types of search functions trigger corresponding, targeted ads for the product.
The Swedish vodka brand Absolut sold only 10,000 cases of its vodka in 1980. But by 2000, the company had sold 4.5 million cases, thanks in part to its iconic advertising campaign. The images in the campaign featured the brand's signature bottle styled as a range of surreal images: a bottle with a halo, the bottle made of stone, or as the outline of trees on a ski slope. To date, this Absolut advertising campaign is one of the longest-running continuous ad campaigns of all time, from 1981 to 2005.
The 3 different strategic types of promotion:
Above the Line
Television ads Radio ads Cinema Newspaper ads Magazines Outdoor ads |
Below the Line
Branding Slogans Logos Packaging Word-of -mouth Direct Marketing Direct mail Sales promotion Point of sales promotion Publicity Sponsorship |
Through the Line
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What you need to know and understand:
- The following aspects of promotion
- Above the line promotion
- Below the line promotion
- Through the line promotion
- Social media marketing as a promotional strategy
Conceptual Understandings:
- Social, cultural and technological change can impact the language and medium of marketing
- Creative ways of informing stakeholders can lead to positive business outcomes
- Ethical marketing practices can enhance a business’ brand image
- Sustainable marketing practices can be effective for business success
Questions to consider:
- Can companies know us better than we know ourselves?
- How might a company protect against sample error and bias when designing primary market research?
- Are there different criteria for ethical standards for online services compared to physical products?
- Are consumers rational?
- Are predictions in the human sciences inevitably unreliable?
- How might the language used in focus groups influence the conclusions that are reached?
- Are consumers too unpredictable to study scientifically?
- Is it possible to eliminate the effect of researcher bias when conducting market research?
- What impact has social media had on how consumers acquire and share knowledge of products?
TEXTBOOK unit 4.5 3
Read: 17 iconic ad campaigns that changed the world
Read & watch: 13 Unique Marketing Campaigns and the Valuable Lessons They Teach
Read & watch: 13 Unique Marketing Campaigns and the Valuable Lessons They Teach
Advertising
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