In: Operations Management
Find examples of each tool in the marketer's promotion toolbox in the current press, on the Internet, on TV, or another media source. The marketer's toolbox includes advertising, PR, personal selling, sales promotions, direct marketing, and viral marketing. Research and identify one example for each tool. To prepare for writing your first post, speculate on why the company chose that tool for their message and what they hoped to accomplish.
Write your first post. Be sure to clearly state each tool and provide a link or example so that your classmates know what it is that you are referring to. While most examples will be on-line, it is perfectly acceptable to include references to TV ads, newspaper articles, etc. For each tool you must include your thoughts on why the company chose that particular tool. What did it hope to accomplish? Do you believe that they are successful? Why or why not? You may scan and attach anything you find that you believe would contribute to your classmates' understanding of your examples.
promotion toolbox
there are different tools and four main are-
objective
the objective of promotion tools is to make an image of a product in the mind of a customer in such a way that if he or she needs of a particular product his mind strike a particular brand product, for example, if a person has body aches he bought move, not even think about any other cream. so this the ultimate promotion. some below objectives are-
how advertising can be used as a source of promotion
advertising is a paid form of nonpersonal presentation of ideas goods and services through mass media, such as newspapers, magazines, television, radio, e channel. it is the best way of providing information at the lowest possible cost. advertising is a form of communication.
show how personal selling, sales promotion, and direct marketing can be used as a part of a promotion
personal selling- require a door to door service, it is a time consuming and costly way but in a few products it is beneficial, product maybe those who need an activity to perform like a vacuum cleaner.
sales promotion- short term incentive to encourage the purchase or sales of the product, it includes a tool for business promotion like add of tuition, or coaching.
direct marketing- it generates direct interaction between company presentation, product quality and with the target customer. cell phone, text , database marketing, catalog, etc use a direct marketing tool.
show how PR can be used as a part of a promotion
use of viral and guerilla marketing
guerilla marketing is a form of creative marketing,m innovative way to reach a target customer, they are so manipulative that customers even not realize the product is marketing by the company. publicity stunt can be an example or way of implementing guerilla marketing. always an element of surprise
viral marketing- when product is everywhere and spread through all channels to n number of people than it is viral marketing, mass media campaign and social media is a source of spreading.
Alternatively:
Marketer's Promotion Toolbox
Following are the some of the famous & renowned Marketer's Promotion Toolbox.
Sr.No |
Media |
Example |
Reason |
Status |
1 |
TV : |
Big Boss |
Big Boss is Reality Show. Very famous in USA. Big brands are promoting their products through such big reality shows where this can be reached up to maximum audience. |
Successful |
2 |
Internet : You Tube |
Pepsi , Coca Cola etc |
This is very popular source. So many people are watching the videos on you tube. There some advertisements where audience cannot skip that advertisements. Big Brands use this methodology to promote their product |
Successful |
3 |
Internet : Google |
Amazon , Wal Mart etc |
Google is the heart of Internet users. People try to search each & everything through the Google. So companies are promoting their products through Google , this is cost effective & customized. Big Brands use this methodology to promote their product |
Successful |
4 |
Magazine : |
Mercedes Benz |
Mercedes Benz company promote their product through Reputed magazines. The specific class who reads the magazine can have better impact on their mind. |
Successful |
5 |
Newspaper : Construction |
The New York Times |
Wide Coverage in specific area & Local: Construction industries uses these types of promotion for promoting their products. |
Successful |
6 |
Hoardings |
Time Square in New York |
For Capturing the specific Location this is very helping media .With this method we can promote our product in specific area. |
Successful |
7 |
TV : Cricket Match |
Voda Phone |
Cricket Matches are the very popular sources of promoting products. Voda Phone use this strategy for promoting their services. |
Successful |
8 |
News Paper |
Education campaigns |
Private university, Local institutes promote their education campaigns through Newspaper. |
Successful |