what is promotion
a combination of promotional techniques that a firm uses to sell products
above the line promotion
paid for communication with consumers to infirm and persuade - mass advertising, TV, internet and radio etc
below the line promotion
promotion that isn't directly paid for means of communication but based on short term incentives to purchase e.g. BOGOF
persuasive advertising
designed to appeal to your emotions to influence you to buy
informative advertising
influence you to buy a product by educating you about the product's benefits
packaging
protect and contain the product, give information, supporting the image of the product and aid the recognition of the product by the consumer
channel of distribution
the chain of intermediaries the product passes through from producer to consumer
channel 1: direct selling
manufacturer to consumer
channel 2: one intermediary
manufacturer to retailer to consumer
channel 3: two intermediary
manufacturer to wholesaler to retailer to consumer
factors to consider in deciding the distribution channel
type of product, geographic, after sales service, how technical product is, value of the product and potential customers
internet marketing
advertising marketing activities that use the internet, email and mobile communication to encourage direct sales via e-commerce
e-commerce
buying and selling of goods and services by businesses and consumers through an electronic medium
benefits of internet marketing
inexpensive, reach worldwide audiences, convenient, consumers can research before purchasing and accurate records can be kept on number of people interested in the products
limitations of internet marketing
some countries have low speed internet, can't try on before they buy, product return increases if customers aren't satisfied and cost of postal services
viral marketing
the use of social media sites or text messages to increase brand awareness or sell products