Section outline

  • Learning Intentions


    Learning Intentions

    • Investigate the purposes of promotion and how businesses promote themselves and their products.
    • Explore examples of different promotion methods and what makes them successful. 

    Success Criteria
    • Can describe several ways to promote products and the aim of each one.
    • Can analyse examples of promotions.


    Promotion

    Promotion is a range of techniques for communicating with the 'external environment', especially customers. These techniques include:

    • Advertising          is any communication paid for by the sender and intended to inform, influence or persuade the receiver.
    • Personal selling   any person to person communication designed to inform potential customers or to persuade them to buy.
    • Sales promotion  is any financial or economic incentive to encourage a customer to buy.
    • Publicity               also known as public relations, is communication free of charge which is either within, or out of, the sender's control.

    Promotion objectives

    The objectives of promotion are summarised by A.I.D.A.:

    • Awareness         To get people to know that your product exists
    • Interest               To get people to be interested in what your product might do for them
    • Desire                 To make people want to have your product
    • Action                 To get people to actually spend money buying your product  



    The purpose of each promotion technique 

    Advertising is better at telling people that `your product exists and making them interested to find out more. An advert on the TV, say, is unlikely to make a person jump in the car go to the shop and pay money to buy your product. 

    A sales promotion, such as "buy a Nissan Leaf car in July and we'll give you free insurance for two years" might get people to decide that your car is the one they want. It might perhaps encourage them into the shop, but it is the salesperson who will finally actually convince them to pay money. 



    Examples of promotions - discuss whether each promotion will achieve Awareness