13 What is the aim of promotion? Give the examples to support your answer.

Promotion informs consumers about the rest of the marketing mix. Without it, consumers do not know about the product, the price, or the place. Promotion is more than just advertising, and it includes several activities. It is crucial when you are selling in a mass market or you have a brand name.

Promotion includes:

•Advertisements: They can take different forms, e.g. on TV, in newspapers.

•Promotion: e.g. Money off coupons.

•Personal selling: Sending out sales representatives to talk directly to the consumers.

•Public relations: Involves making the public aware of the company, e.g. creating publicity in the media.

The aims of promotion

•To inform people about particular issues.выпуск

•To introduce new products to the market.

•To compete with competitors products.

•To improve the company/brand image.

• To increase sales.

For example, how we can increase sales with the help of promotion.

• Free gifts e.g. Subway gave away a card with six spaces for stickers with each sandwich purchase. Once the card was full the consumer was given a free sandwich.

• Discounted prices e.g. Budget airline such as EasyJet and Ryanair, e-mail their customers with the latest low-price deals once new flights are released, or additional destinations are announced.

• Joint promotions between brands owned by a company, or with another company’s brands. For example fast food restaurants often run sales promotions where toys, relating to a specific movie release, are given away with promoted meals.

• Vouchers and coupons, often seen in newspapers and magazines, on packs..

14 Describe the functions of Advertising.

Advertising is an important tool of promotion. . Advertisement is a non-personal presentation of ideas, goods,

or services by an identified sponsor.

Functions of Advertising

Advertising performs( выполняет) the following functions:

•Promotion of Sales. It promotes the sale of goods and services by informing and persuading (убеждать) the people to buy them.

•Introduction (введение) of New Product. It helps the introduction of new products in the market.

•Creation (создает) of Good Public Image. It builds up the reputation of the advertiser. . This increases the reputation of the firm which is necessary to fight against competition in the market.

•Mass Production. Advertising facilitates large-scale production. ( Способствуеткрупномасштабномупроизводству)

•Research. Advertising stimulates research and development activities. Advertising has become a competitive marketing activity

•Education of People. Advertising educate the people about new products and their uses.

•Support to Press. (Поддержкапрессы) Advertising provides an important source(источник) of revenue(дохода) to the publishers and magazines.

15 Give the characteristics of types of advertising media.

TV

With TV, you can reach a very broad audience and you can even specify when your advertisements are run. You can choose times to run your ad that fit in with the programming that is on the channel. You can even specify certain channels that cater to your target market. TV advertising can be expensive, but it generally provides solid results.

Radio

Radio is another common media used for advertising. It can be done through audio radio commercials or the host of a show can be paid to promote the product.

Since the radio commercials are audio and not visual it’s important that the audio commercial made is well spoken and has sounds and words that catch the attention of the listener.

The best way however, to promote something through radio is via a popular host or an RJ, someone people listen to or follow.

Newspapers

One of the most commonly used methods of media advertising is newspaper ads. You can buy advertisements in a newspaper that you can imagine for your business. Some businesses like to focus on local publications while others prefer a regional newspaper. If you have a large market, you could even buy ad space in a newspaper that is distributed on a national basis. Newspapers can be effective because they reach such a large audience, and they are relatively affordable to advertise in.

Magazines

Another one of the most effective types of media advertising is putting an ad in a magazine. With magazine advertising, you can focus in on a specific target market. Instead of putting your advertisement money into a broad form of advertising such as a newspaper circular, you can put your money into a specific category. Each magazine has a specific type of reader and demographic. If your products or services meet the needs of this demographic, it can be an effective way to advertise.

Website Ads

Most businesses today use some form of Internet advertising to promote their products. With this method, you can find popular websites that deal with your area of expertise. Then you can buy ad space on the website and pay a fee any time someone clicks on your ad. This is effective because it only charges you when someone actually visits your website ad. These ads can provide you with highly targeted traffic that wants what you have to offer.