Promotion

Promotion objectives might be:

• To make consumers aware of a new product launch.
• To remind consumers of the product.
• To persuade consumers to buy the product.

There are a number of methods of promotion a business can use to try to increase its level of sales:

Sales Promotion

These are short-term incentives, such as coupons and competitions. The effect is often to destroy loyalty to other brands and encourage customers to switch. When the promotion ends consumers often switch to yet another brand with a different offer.

Advertising

This can often take place on television, radio, billboards and magazines.

It is also used as an attempt to influence the consumer at the point of sale, as with display material in shops and restaurants;

Public Relations

This involves managing relations with different groups, such as the media, consumers, pressure groups or investors. It may involve getting media coverage of an event, product launch or generally creating a favourable impression and word of mouth interest. The difficulty here is that it is not easy to control what others write or say about a company.

Exhibitions and Trade Fairs

Many people involved in a particular line of business will be present at such events, for example, The UK Motor Show or UK Fashion Week.

Merchandising

This involves spin offs and partner offers, such as books, videos, toys, ties, breakfast cereals and many more that might be associated with a movie like Lord of the Rings.

Packaging

The packaging a product is sold in can be used to make it more attractive. Such factors as design, shape and information displayed on it can have an effect on consumers.