p art three: the marketing mix. Chapter 8 promotion. an opening challenge. You run a small, specialist soft drinks firm. Your marketing budget is a tiny fraction of your major competitors and you certainly cannot afford television advertising.
You run a small, specialist soft drinks firm. Your marketing budget is a tiny fraction of your major competitors and you certainly cannot afford television advertising.
How will you get your brand noticed by potential customers?
create brand awareness
build brand image
break into new market
get into purchase consideration set
regain lost customers
media class or category,
‘the determined, planned and sustained effort to establish and maintain mutual understanding between an organisation and its publics. Also understood as reputation management’ (Chartered Institute of Public Relations, 2010)
short-term special offers which add value to a product offering
making the appointment
the call or pitch
‘the planned recording, analysis and tracking of individual customers’ responses and transactions for the purpose of developing and prolonging mutually profitable customer relationships’ (Institute of Direct Marketing, 2010)
The End Result
(Pickton and Broderick, 2004)