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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

slide2
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
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
  • 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

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
  • 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
  • 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
  • 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
  • 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

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
  • 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
  • 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.
ad