communicating with customers to let the know about the product and to persuade them to buy it
what are the 4 main ways to promote?
>advertising
>sales promotions
>public relations
>personal selling/direct selling
define advertising
paid, non-personal communication of information about a product or service through various media
types of advertising
>reminder
>informative
>persuasive
>generic
>comparative
functions of advertising
>info about the product
>remind customers
>persuade
>defensive advertising
>increase sales and profits
types of advertising media
>televison
>radio
>newspapers
>magazines
>billboards
>direct mail
what to consider when choosing an advertising medium
>media habits of target audience
>nature of the product
>the message
>cost
what does ASAI stand for?
advertising standards authority of ireland
what does ASAI do?
keeps an eye on the advertising industry to ensure that customers are protected
info about ASAI
volunatry organisation, no legal power, set up by people who work in the advertising industry, regulates advertising industry in ireland, tries to protect consumers from false, misleading and offensive ads
what are sales promotions
incentives a business offers customers to encourage them to buy more of its product and to buy it sooner than they normally would
sales promotions techniques
>loyalty cards
>free gifts
>money off coupons
>competitions
>free samples
>merchandising
what does merchandising mean?
business displays its products and lays it out in a store in an attractive and eye-catching way
define public relations
presenting a good image of the business and building a good relationship with consumers by obtaining favourable publicity
functions of PR
>attract publicity when launching new products
>target certain customers
>build an image that reflects well on the company
>defend products that have encountered bad publicity
techniques used in PR
>events
>press releases
>public services activities
>sponsorship
define personal selling
when a salesperson meets with the customer face to face to give them info about a product and to persuade them to buy it