Promotions. Promotions. Any activity designed to increase sales or promote goodwill (reputation of business). Hand out business cards Commercials on t.v . Sponsor a school basketball tournament. Marketing.
The five main categories most promotional activities fall under.
It is called a “mix” because marketing managers will generally use more than one of these promotional methods to communicate with their target market.
To cut through the “ad clutter”, marketing managers have to develop new promotional strategies each year.
Aggressive Promotional Strategies:
Ambient Advertising: Ads in public places such as on cars, bicycles, taxis, buses, elevators, gas pumps, washroom stalls, park benches – designed to get noticed in places where there is a captive audience.
Yoga One in Charlette, North Carolina– a card that customers carry in their wallets.
A campaign for the Plastic Pollution Coalition in Vancouver.
Space Advertising: Businesses are placing ads in outer space that are visible from earth, or placing gigantic ads on earth that can be viewed from space.
Cross Merchandising - A wave of media mergers over the past decade has produced a handful of powerful conglomerates that now own all the major film studios, TV networks, radio and television stations, cable channels, Internet companies, book and magazine publishing and music companies. These giant conglomerates use their various media holdings to promote products and artists through massive cross-promotional campaigns.
Targeted Advertising: Marketing businesses are able to identify the users who are surfing specific websites as well as how many hits each website is getting by collecting electronic information about the users. This information is then used to create ads designed to target these individuals specifically.
Viral Marketing: A trend that encourages people to pass along a marketing message. Like viruses the message spreads to thousands of people – YouTube, MySpace, Facebook.