BASICS OF PROMOTION ADVERTISING
Author Unknown
Copyright: Presumed to be in Public Domain
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Promotion advertising differs significantly from consumer franchise-building advertising. The latter is long-term in nature and aimed at giving customers reasons to buy. Promotion advertising is short-term. It pushes for the order by providing incentives, coupons, rebates, premiums and contents.
The usual medium for promotion advertising is print. Some big-budget advertisers use broadcast (radio and television) to get consumers to look for their promotion advertising in their local newspapers.
As a rule, promotion advertising should be specific and should call only for consumer to perform a desired action. Resist including extraneous points in the promotional ad. Focus on a simple call to action. For example: Your ad copy may ask the readers to (1) Redeem this coupon and save $2, or (2) Buy two packs and get the third one free, or (3) Fill out coupon and enter sweepstakes to win $100,000, or (4) Buy two of the products and receive a free gift worth $10. Most promotion events are price or added-value oriented campaigns. As such, it is imperative that when writing copy, the ad should appeal more to the wallet than the emotion.
Final point: Do not make your redemption procedure complicated and confusing. Avoid having more that one kind of offer wherein the consumer is forced to use math in order to determine which ones make him/her save more money. Your task is to make it easy for the consumer. Avoid having to make them decide. That's too much work for them.
Related Books:
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Sales Promotion Essentials : The 10 Basic Sales Promotion Techniques... and How to Use Them
by Don E. Schultz, William A. Robinson, Lisa A. Petrison
Hardcover: Complete, concise, and easy to use, the all-new edition of this marketing best seller covers the ten key sales promotion techniques, explains how each one works, and shows how marketers can plan for and use them to boost sales: coupons, refunds and rebates, sampling, value packs, premium packs, mail-in premiums, continuity programs, contests and sweepstakes, special events, and trade incentives. Real-life examples illustrate the benefits and drawbacks of each technique, highlighting how it can be used alone or as part of a long-term sales promotion or marketing plan. Also new to this edition, an emphasis on tailoring sales promotions to the buying habits of distinct consumer groups ensures that all campaigns are customer oriented and results focused. Special chapters highlight the growth of sales promotion and its increasingly important role within an integrated marketing communications program.
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Hardcover
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Web Advertising and Marketing
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This revised edition includes everything needed to launch a successful Web marketing campaign and bring a business online. For one-person operations or multinational corporations, this book provides the necessary Web marketing strategies to make any online presence a profitable hot spot.
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