Creative Product Promotion Bnd Level 3 Business
Task 1
Introduction to the promotional mix
Every business will require the use of a promotional mix as without this you could have the best product at the best price but you will never generate any sales. Businesses need to make use of various above and below the line promotions to sell their products.
(I have found a quote that backs up my views on the promotional mix and gives another basic insight for its implicational meaning)
(The combination of personal selling, public relations, advertising, sales promotion, sponsorships, direct mail, and trade shows that are utilized in promoting a good or service. The appropriate mix is the combination that produces the best results for a given budget. Steven Sheridan, Business Promotion)
Above the line advertising
This is advertising placed in TV, radio, newspaper and cinema and other media’s. This form of advertising is usually used by larger companies as it can be costly. Below the line advertising
This form of advertising is based around advertising via direct mail, sponsorship and sales promotion. This is generally very cheap advertising that is used mainly by smaller companies. However even multi national companies will use this style as it is still very successful and very cheap.
Identification of my chosen companies
I will identify my two different companies as Burger King and Anderson and Wall motorcycles in Bridgwater. I have chosen these two companies as I currently work for Burger King meaning I am up to date with their promotional activity.
I choose Anderson and Wall as I am good friends with the owner and he has agreed to talk me through the companies’ promotional mix and how it works. I also believe they would be a good comparison to Burger King as I can see the difference of a small businesses promotional mix to multi national companies.
Burger King advertising techniques
Above the line promotions
Television
Burger King Use the television to advertise their new products, this is probably
Introduction to the promotional mix
Every business will require the use of a promotional mix as without this you could have the best product at the best price but you will never generate any sales. Businesses need to make use of various above and below the line promotions to sell their products.
(I have found a quote that backs up my views on the promotional mix and gives another basic insight for its implicational meaning)
(The combination of personal selling, public relations, advertising, sales promotion, sponsorships, direct mail, and trade shows that are utilized in promoting a good or service. The appropriate mix is the combination that produces the best results for a given budget. Steven Sheridan, Business Promotion)
Above the line advertising
This is advertising placed in TV, radio, newspaper and cinema and other media’s. This form of advertising is usually used by larger companies as it can be costly. Below the line advertising
This form of advertising is based around advertising via direct mail, sponsorship and sales promotion. This is generally very cheap advertising that is used mainly by smaller companies. However even multi national companies will use this style as it is still very successful and very cheap.
Identification of my chosen companies
I will identify my two different companies as Burger King and Anderson and Wall motorcycles in Bridgwater. I have chosen these two companies as I currently work for Burger King meaning I am up to date with their promotional activity.
I choose Anderson and Wall as I am good friends with the owner and he has agreed to talk me through the companies’ promotional mix and how it works. I also believe they would be a good comparison to Burger King as I can see the difference of a small businesses promotional mix to multi national companies.
Burger King advertising techniques
Above the line promotions
Television
Burger King Use the television to advertise their new products, this is probably