IGCSE Drama 0411 - Marketing and Promotion

Objective: Promotional techniques: advertising, sales promotions, public relations

Advertising

Definition

Advertising is a paid form of communication used to persuade an audience to buy a product or service. It can take many forms, including television, radio, print, online, and outdoor advertising.

Types of Advertising

• Television Advertising: Commercials broadcast during television programs.
• Radio Advertising: Audio advertisements broadcast on radio stations.
• Print Advertising: Advertisements in newspapers, magazines, and brochures.
• Online Advertising: Advertisements on websites, social media, and search engines (e.g., banner ads, social media ads, search engine marketing).
• Outdoor Advertising: Billboards, posters, and other displays in public places.

Advertising Techniques

• Repetition: Repeating the advertisement multiple times to increase brand recognition.
• Humour: Using humour to make the advertisement memorable and appealing.
• Emotional Appeal: Connecting the product or service to emotions like happiness, nostalgia, or fear.
• Celebrity Endorsement: Using a famous person to endorse the product or service.
• Informative Advertising: Providing factual information about the product or service.
• Bandwagon: Suggesting that everyone is using the product or service.

Evaluating Advertising

When evaluating an advertisement, consider:

• Target Audience: Who is the advertisement trying to reach?
• Message: What is the main message of the advertisement?
• Effectiveness: How effective is the advertisement in persuading the audience?
• Creativity: How creative and original is the advertisement?
• Ethical Considerations: Is the advertisement honest and ethical?

Sales Promotions

Definition

Sales promotions are short-term incentives to encourage customers to buy a product or service. They are designed to create a sense of urgency and motivate immediate purchase.

Types of Sales Promotions

Type of Promotion	Description
Discounts	Temporary reductions in price.
Coupons	Offers savings on a product or service.
Contests & Competitions	Opportunities for customers to win prizes.
Samples	Free portions of a product to encourage trial.
Loyalty Programs	Rewarding repeat customers with discounts or other benefits.
Bundling	Offering multiple products or services together at a reduced price.

Evaluating Sales Promotions

Consider the following when evaluating sales promotions:

• Effectiveness in increasing sales.
• Impact on brand image.
• Cost-effectiveness.
• Whether it attracts new customers.

Public Relations

Definition

Public relations (PR) is the management of the spread of information between an organization and the public. It aims to build and maintain a positive image of the organization.

PR Techniques

• Press Releases: Official statements issued to the media.
• Press Conferences: Events where an organization presents information to the media.
• Community Events: Organizing events to engage with the local community.
• Charity Work: Supporting charitable causes to improve the organization's image.
• Media Relations: Building relationships with journalists and media outlets.
• Social Media Management: Using social media to communicate with the public and manage the organization's reputation.

Evaluating Public Relations

Assess the success of PR efforts by considering:

• Media coverage received.
• Public perception of the organization.
• Effectiveness in building relationships with stakeholders.
• Impact on brand reputation.