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.