BRAND PROMOTION

Interesting infoBRAND PROMOTION

Brand Promotion is the any paid form of non-personal presentation & promotion of ideas, goods, & services by an identified sponsor. It also refers to controlled, identifiable information & persuasion by means of mass communication. Advertisements design to target a group of customers rather than individuals. It helps a business to promote their brands & products to the targeted audience with the aim to increase sales, enhance brand value, inform customers about new products, educate customers about product features, etc.

The objective of Brand Promotion

  • to introduce new products
  • to stimulate buying impulse
  •  support personal selling
  • to reach inaccessible customers
  • to build brand image & goodwill
  • enter a new market to attract a new group of customers
  • to support the effort of dealers & agents to sell products & services
  • to expand the market for the existing range of products & services
  • motivate the channel partners to stock in more of the organization’s products
  • to tap the memory of existing customers
  • to rope in new customers
  • provide end to end guidance to the existing & prospective customers
  • to provide information about products & services
  • reassure the existing customers about the service levels
  • to change social attitude & persuade the customers to take action.
     

Characteristics of Brand Promotion

  • Brand Promotion is basically a commercial activity different from publicity
  • It is sponsored communication which influences the purchase behavior & attitude of consumers
  • lack personal elements & is purely non-personal mostly carried out through sponsors to target & attract a large group of customers
  • it encompasses research, plan, coordination & execution of activities
  • This is a key component of the promotion element of the marketing mix
  • It is effective when the time, place, & direction of advertisement is controlled & is highly persuasive
  • Set of the targeted customers,  identifies it.
     

Different methods are used to advertise different products

  • Functions of Brand Promotion
  • preparing ground for new products
  • creation of demand
  • facing the competition
  • creating & enhancing goodwill
  • barring new entrances
  • persuading customers & maintaining customers loyalty
  • build brand image
  • informing the changes to customers
  • to lower the prices
  • acts as a competitive weapon
  • strengthen other promotion mix elements
     

1. Economic Effects

  • effect on the value of products & services
  • effect on prices
  • on consumer demand & consumer choice
  • effect of competition
     

2. Social Effects

  • social & cultural issues
  • stereotyping in Brand Promotion
  • sex appeals or nudity used to gain consumer’s attention
     

Brand Promotion & Decision Making
Brand Promotion reaches products & services to customers. During the process, many crucial decisions need to be taken by the branding & marketing communications team. Some of the decisions are listed below:

  • objectives behind releasing the advertisement
  • media through which the advertisement effort is to be carried out
  • ad copy & related aspects of the advertisement
  • Brand Promotion budget taking into consideration the various costs involved
     

Classification of Brand Promotion

  • on the basis of area coverage(i.e. local, regional, national, international Brand Promotion)
  • audience(i.e. consumer, industrial, trade, professional Brand Promotion)
  • on the basis of media(i.e. print, electronic, outdoor media Brand Promotion, etc.)
  • on the basis of Brand Promotion stages(i.e. pioneer, retentive stage Brand Promotion, etc.)
  • There are different types of Brand Promotion like social, political, institutional, product, retail, financial, service, etc. Selection of the right type of Brand Promotion media is a difficult task. Any media that is selected must be capable of accomplishing at least three main objectives:
  • it must reach the largest number of people possible
  • must attract their attention
  • it must be economical


Marketing Tools

  • Above the line (ATL)
  • Below the line (BTL)
  • Through the line(TTL)
     

ATL
It refers to promotional activities done at the macro level. It does at national, regional, or at bigger territory level & is a covered mass audience in this type of promotion. Creates brand image about the company & its product. Radio, cinema, television, newspaper, & magazines are used to create an impact on the company & its products. ATL communication is more conventional in nature.

BTL
This communication is unconventional in nature, done micro level &forms part of non-media communication. Measures include direct mailing, distribution of flyers, brochures, & usage of sponsorship, public relations, telemarketing & point of sale.

Through the Line (TTL)
It refers to a Brand Promotion strategy involving both above & below the line communications. This strategic approach allows brands to engage with a customer at multiple points. This enables an integrated communications approach where consistent messaging across multiple media create a customer perception. The advent of social media has blurred the ‘Line’ segregating marketing techniques. These days, companies use an integrated approach involving both ATL & BTL & called the TTL approach. This generates a solid perception regarding the company & the product, the main aim of Marketing!

 

7+

YEAR OF EXPERIENCE

100+

CLIENTS

1000+

EQUIPMENT'S

1200+

EVENTS DONE

Reach usConnect with us

Hire4Event

21 SNG Plaza Golf link-1 Greater Noida

Email: sales@hire4event.com

Phone: +91-9718941111

24*7 sales support: -9811312005