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.