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Unit 2 Business Management. Area of Study: Managing the marketing function. Goal. To be able to explain why promotion is a key aspect of the marketing function. Accessing prior knowledge. What is the best advertisement you have ever seen? Why was it so powerful?

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Unit 2 business management

Unit 2 Business Management

Area of Study:

Managing the marketing function


Goal

  • To be able to explain why promotion is a key aspect of the marketing function.


Accessing prior knowledge
Accessing prior knowledge

  • What is the best advertisement you have ever seen?

  • Why was it so powerful?

  • Did it make you buy the product?


Three key promotional activities businesses use to attract customers
Three key promotional activities businesses use to attract customers

  • Advertising

  • Direct marketing

  • Sales promotion


Advertising
Advertising customers


The aida model is used to plan and design promotional activities
The AIDA model is used to plan and design promotional activities

  • Getting Attention

  • Holding Interest

  • Arousing Desire

  • Getting Action


Advertising1
Advertising activities

  • Advertising is paid, non-personal communication about products and services.

    Two categories of advertising:

    1. Product advertisements

  • Attempts to persuade the consumer to purchase a product or service

    2. Corporate advertisements

  • A corporation or organisation promotes itself and attempts to enhance its public image


The advertising campaign
The advertising campaign activities

These are seven steps in developing an effective advertising campaign.

  • Identify the target group

  • Develop marketing objectives

  • Calculate the budget

  • Decide on the key message

  • Decide on the advertising medium

  • Create the advertisement

  • Evaluate the advertising campaign



Step 1 identify the target group
Step 1: Identify the target group activities

  • Be specific about the potential buyer

  • Details such as: Age, gender, nationality, social class, marital status, occupation and income

  • Most effective advertisements target smaller audiences


Step 2 develop marketing objectives
Step 2: Develop marketing objectives activities

  • The marketing objectives need to tie in with the overall business objectives, be specific and include a timeframe

  • Expressed in a way that results will be measurable.


Step 3 calculate the budget
Step 3: Calculate the budget activities

  • Advertising can be expensive

  • The budget can be used to determine the success of an advertising campaign.


Step 4 decide on the key message
Step 4: Decide on the key message activities

  • Advertising messages can persuade, inform, remind, instruct and entertain.

  • The key message for an advertisement should be stated clearly in one sentence.


Step 5 decide on the advertising medium
Step 5: Decide on the advertising medium activities

Advertising may take place via:

  • the internet and pop-ups

  • television

  • daily newspapers

  • magazines and journals

  • posters

  • email

  • radio

  • local papers

  • mail-outs and leaflets

  • brochures


Step 6 create the advertisement
Step 6: Create the advertisement activities

  • Mojo’sprinciples for creating good advertisements

  • Get back to basics

  • Keep It Simple Stupid

  • Get it noticed

  • Appeal to the heart

  • Make it friendly and human

  • Make it sympathetic to the medium

  • Make it vernacular

  • Give it a long life

  • Repeat


Step 7 evaluate the advertising campaign
Step 7: Evaluate the advertising campaign activities

  • There is often a lot of planning and development before the public sees any new ad.

  • Some companies pre-test the advertising to see if it communicates the right message to the target audience.

  • A pre-test can involve group discussion with potential customers, questionnaires before and after exposure and in-depth interviews.


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