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1.Advertising. Types and functions.
2. Promotion. Techniques and
differences.
3. Advertising and promotion.
Comparative analysis.
Adverts
Notify in
various
ways
Inform about
new goods or
services
Help make
a choice
Advertising
Imposes the goods on
the buyer
Recollects the last
trade mark or the
name
1. Advertising is paid.
2. It is carried out with the use
of mass-media or special
information.
3. Advertising informs and
convinces for the goods or
services.
п‚ћ produce
knowledge;
п‚ћ create preferences;
п‚ћ stimulate thoughts and
actions about the product;
п‚ћ accelerate the distribution
of the products;
п‚ћ create an awareness
about products;
Figure 1.
Advertising
methods analysis
Figure 2.
Promotional
components
Promotions include
Two-for-one
Coupons
Free samples
Promotions are
so easy to set
up;
- They are wellsuited to smallor medium-sized
companies;
- cheaper than
advertising
-
Promotional strategy includes
п‚ћ Segmentation
п‚ћ Targeting
п‚ћ Positioning
п‚ћ Messaging
п‚ћ Sales
promotion
12%
32%
Coupons
10%
Discounts
Competitions
10%
Loyalty incentives
Public relations
36%
Advertising and
Promotion
Feed
Support
п‚ћ Advertising
informs promotion
stimulates
potential
customers to
action.
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