Regulation • Sale of Goods Act • Trade Descriptions Act • Ofcom – role and function • Advertising Standards authority – role and function
2. Understand the range of promotional methods used in business Promotional methods • • • • • • •
Above the line/below the line Advertising Public relations Sales promotion Sponsorship Product placement Direct marketing
Current trends • Social media, Twitter, Facebook, LinkedIn • Quick response codes • Smart phone applications • Text promotions • Cross media promotions Branding • Types of brands • Brand values • Premium brands • Differentiation to market segment • Role in positioning
3. Be able to evaluate an existing promotional campaign for a specific product or service Evaluation of a campaign Campaign objectives • extend reach • communicate message about image, new product, new features • AIDA model e.g. attention, interest, desire, action Promotional mix • promotional methods chosen e.g. advertising, personal selling, sales promotion, public relations, corporate image, direct marketing, exhibitions • marketing mix e.g. product, price, place (distribution), promotion • Integration/interrelationship with marketing mix e.g. links to price, product development, positioning and distribution channels Choice of media • Ability to reach target market • Frequency • Likely cost • Previous results
4. Be able to plan a promotional campaign for a specific business or product Aims and objectives • • •
Extend reach Communicate message about image, new product, new features AIDA model
Choice of target market • Appropriate for message • Suitable media chosen • Suitable activities chosen to appeal to target London School of International Business | www.LSIB.co.uk
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