Unit 1: Promotion & advertising fundamentals
Promotional Product Development notes · PTU syllabus (BSTD 505-20)
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Unit summary
Promotion makes customers aware of a product and persuades them to buy. This unit covers the objectives of promotion, the types of advertising and the advantages and disadvantages of newspaper advertising.
After this unit you can
- State the objectives of promotion
- Classify advertising types
- Weigh newspaper advertising
PTU syllabus topics
- Promotion and its objectives
- types of advertising
- advantages and disadvantages of newspaper advertising
Inform
Launch a new product
Persuade
Win over from competitors
Remind
Keep the brand top of mind
Build image
Create brand personality
Topic 1
Promotion
Advertising
Paid message in media
Sales promotion
Discounts, contests, samples
Public relations
Press, events, publicity
Personal selling
Face-to-face selling
Direct and digital marketing
Email, social media
Objectives: create awareness, inform, persuade, remind, build brand image, increase sales and counter competition.
A good advertisement catches attention, builds interest, creates desire and ends with a call to action
Topic 2
Types of advertising and newspapers
| Type | Example |
|---|---|
| Product | Garment brand campaign |
| Institutional | Brand-image advert |
| Retail | Store sale |
| Digital | Social media and search |
| Newspaper advantages | Newspaper disadvantages |
| Wide reach, local targeting | Short life; one day |
| Low cost per reader | Poor print quality for colour |
| Flexible size and timing | Cluttered pages |
| Credibility | Less suitable for visual fashion |
Key terms
- Promotion
- Communication to stimulate sales
- Advertising
- Paid message through media
- Sales promotion
- Short-term incentives
- AIDA
- Attention, interest, desire, action
- Reach
- Number of people exposed
Quick revision
- Promotion mix: advertising, sales promotion, PR, personal selling, digital.
- AIDA model.
- Newspapers: wide reach but short life.
Important exam questions
Practice questions written to the PTU exam pattern for this unit's syllabus: short answers (Section A style) and long answers (Sections B and C style).
Short-answer questions
- Q1.Define promotion.
- Q2.List two advantages of newspaper advertising.
- Q3.Expand AIDA.
Long-answer questions
- Q1.Explain the objectives and types of advertising.
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