5.4d The Marketing Mix: Promotion

Paying for exposure in newspapers, magazines, television, websites, billboards, and leaflets.

• Can be highly targeted and effective

• Expensive
• Some methods cannot be targeted as effectively
• Often ignored by customers

Managing communication aimed at establishing and maintaining a positive reputation.

• Can generate media coverage and publicity much more cheaply than advertising.

• Uncertain results, as it relies on the willingness of media to cover stories.

Short-term offers or discounts to encourage customers to purchase a product.

• Can encourage new customers to try a product. If they like it, they may buy it again.

• When the product returns to its normal selling price, customers may stop purchasing it.

Sharing information (e.g. videos, memes, offers) about products on social media.

• Quick, cheap, can direct customers directly to buy online.

• Customers may not always engage positively and bad publicity spreads quickly!

Businesses give money to organisations / events in exchange for displaying their name.

• Can substantially raise a profile, can generate good publicity.

• If what you’re sponsoring gets bad publicity, it can generate bad publicity for the sponsor too.