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Understanding Promotion Strategies and Methods

May 21, 2025

Year 10 Week 12 - Promotion

Lesson 1

Do Now Task 1

  • Objective: Explain 2 factors to consider when choosing a distribution channel.
  • Collect and hand out homework worksheet 13 (Unit 3 Marketing Mix - Promotion).

Lesson Objectives:

  • Identify and explain the aims of promotion.
  • Identify the advantages and disadvantages of different methods of promotion and explain how they influence sales.

Introduction to Promotion

  • Aims of Promotion:
    • Increase sales and drive revenue.
    • Create brand recognition and enhance brand loyalty.
    • Facilitate market penetration and acquisition of new customers.
    • Build a favorable brand image and differentiate from competitors.

Promotion Strategies

  • Promotion is crucial for increasing sales and brand awareness.
  • Effective promotion reaches target audiences and generates customer interest.
  • Methods include advertising, sales promotion, public relations, and personal selling.
  • Essential for designing successful marketing campaigns.
  • Helps create brand identity and loyalty.

Advantages of Different Promotion Methods

  • Advertising:
    • Wide reach, targets specific audiences via various channels.
  • Sales Promotion:
    • Techniques like discounts create urgency and drive immediate sales.
  • Public Relations:
    • Builds credibility, enhances reputation, and relationships with stakeholders.
  • Personal Selling:
    • Personalized customer interactions, addressing individual needs.

Disadvantages of Different Promotion Methods

  • Advertising:
    • Costly; effectiveness varies by audience and channel.
  • Sales Promotions:
    • Can reduce profit margins, attract non-loyal price-sensitive customers.
  • Public Relations:
    • Time and resource-intensive to maintain.
  • Personal Selling:
    • Requires skilled staff, not scalable for large customer bases.

Tasks

  • Complete spider diagram (p193).
  • Complete Activity 15.2 (p190, pairs) - questions a, b, c, d.
  • Extension: Question 15.3 (p191).
  • Homework: Collect an example of promotion while shopping.

Lesson 2

Do Now Task 2

  • Objective: Explain the difference between above-the-line and below-the-line promotions.

Lesson Objectives

  • Continuation: advantages and disadvantages of promotion methods and their influence on sales.

Advertising

  • Types: Informative vs. Persuasive.

Sales Promotion

  • Supports advertising, encourages purchases.
  • Methods: after-sales service, gifts, BOGOF, price reductions, competitions, POS displays/demos, free samples, product placement.

Advantages of Sales Promotion

  • Drives immediate sales and supports advertising efforts.

Tasks

  • Complete spider diagram (p186 & p190, 3 mins).
  • Complete handout worksheet 15-promotion in pairs.
    • Task 1: Advertising questions a, c, & d.
    • Extension: Task 1 questions e & f.
    • Task 2 questions a, c, & d.
    • Extension: Task 2 questions e & f.