Promotional tools

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Rasinai apie advertisments. Rasinai apie advertisments.

VILNIAUS GEDIMINO TECHNIKOS UNIVERSITETAS
VERSLO VADYBOS FAKULTETAS

Tema: “Promotional tools”

Atliko: Simona Aškelovičiūtė, ĮV-2/1
Tikrino: J. Mickonis


Vilnius
2003

Promotional tools

Companies have to develop good products or services, price them
attractively, and make them accessible to their target customers. But this
is no enough: they also have to use various promotional tools to generate
sales. Promotion is one of the four P\'s in the marketing mix. It is used to
inform the consumers about a product and to persuade them to buy it.
According to a classification used in most marketing textbooks there are
four major promotional tools:
1. Advertising
2. Public relation
3. Sales promotion
4. Personal selling

Advertising

Advertising is a paid form of promoting the products and/or image of
the enterprise in a non-personal way to a mass audience. The other
definition: advertising is limited to paid, non-personal communication
through various media by organizations and individuals who are in some way
identified in the advertising message. Advertising may be in the form of :
1. A simple advertisement in for example the local press informing the
public where the business is situated, and what type of products or
services they offer.
2. An advertising campaign, which combines a number of methods to promote
the firm and its products.
Advertisements consists of four main elements, namely:
1. Sender, the advertiser
2. Message, i.e. the advertisement
3. Medium, i.e. the method through which the advertisement is sent
4. Receiver, i.e. the consumers
Firms will often approach advertising consultants to design
advertisements and plan advertising campaigns. Advertising agencies will
employ people with the required skills to design and write advertisements.
Artists to draw illustrations or frames to represent a visual
advertisement.
Copywriters to write the text for the advertisement.
Designers responsible for the total outlay of the advertisement.
Market research analysts who are responsible for selecting the appropriate
advertising media for the advertisement to be placed...