What are promotions

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What are promotions?
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You need to know the following promotional methods

• advertising
• direct marketing
• public relations
• sales promotion
• sponsorship

But what does each mean?
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Advertising

• Advertising is paid for placed in the media.

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Direct marketing

• Is where promotions are taken direct to the
  customer
• Direct Mail
• Direct Email
• Telemarketing phone calls (rarely cold calls
  but direct from customer response to other forms
  of promotion)

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A direct email promotion
This was an email sent to me 3 days after
returning from a flight booked with BA!
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A direct email linked to membership
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Public Relations

• This is a much cheaper form of promotions
  although are usually carried out by specialist PR
  agencies.
• Includes
• Press releases where the co writes a news story
  for the newspapers already written/ a bit like an
  advert.
• Media liaison
• Organising events
• Publication of newsletters
• Organising receptions

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Press releases

• Chessington World of Adventures have a lot of
  press releases on their website
• http//www.chessington.com/press/press_releases/pr
  ess_releases.asp

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Sales promotion

• A method to encourage customers to buy early or
  buy extras
• Money off coupons
• Bogofs
• Special offers free child place,
• Loyalty schemes BA Virgin have own priority
  check ins for reward customers
• Air miles
• Competitions
• DVD free give aways
• Text messaging to existing customers

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Sponsorship

• Sponsor an event to gain media coverage to use
  the brand logo.
• Tottenham hotspur sponsored by TUI

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Olympics 2012

• http//www.london2012.com/index.php

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Investigate some current marketing methods

• A few websites to begin with.

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Go to the top 10 visited UK destinations

• Visit Britain
• Find some videos
• Go to Disney

• Get the students to evaluate the appeal of the
  websites/marketing methods
• Set up a table format for them to grade each by
• their range of promotional materials
• the use of AIDA
• the use of design, logo, images, colour,
  language, sound, impact, quality, corporate
  image, promotional message

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Use one of the following websites

• Use your worksheet to comment on the use of AIDA
  the use of design, logo, images, colour,
  language, sound, impact, quality, corporate
  image, promotional message

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http//www.nmm.ac.uk/
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http//www.nhm.ac.uk/
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http//www.edenproject.com/
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http//www.nrm.org.uk/home/home.asp
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http//www.londoneye.com/