Define Promotional Advertising: Everything You Need to Know
Promotional advertising is an activity or several activities where sales of a service or product are increased.3 min read
Promotional advertising is an activity or several activities where sales of a service or product are increased. This is usually short-lived. The goal is for these actions to motivate customers to purchase the item immediately instead of at a later time. Examples of the promotion of sales are short lived lower prices, coupons with a few cents off, and "buy an item, get another one free" offers.
Advertising is used to make the identity of a brand as well as the value of a brand more visible to create an emotional tie to a future customer. As an example, a company trying to sell a new camera that comes with several features can greatly benefit from an advertising campaign that tries to convince future customers that this camera is a "must have" and step up from the competition.
Promotion Versus Advertising
An advertising campaign should also be filled with many facets of information; this is a part that sales promotion does not do. The promotion of sales occurs right after results, but advertising helps the brand for a long time. Advertising supports communication from only one direction, the main idea behind this is to let future customers know about the services and products the company has available for them.
- Promoting a product has to do with spreading information about a particular sales item, company, line of products, or brand.
- Promotion is one of several important parts to marketing.
- Advertising is just one way of promoting a product.
Advertising can happen for a long period of time while promotions occur within a specific time frame. As an example, ABS company can start a promotion by giving away free beverages at the local mall for one day around a holiday, this same company can advertise long before about the beverage and the beginning of the holiday and continue the ad campaign during and after the holiday. Advertising tries to build up the brand for long term results. Promoting the product has to do with reaching short term goals such as increased sales.
Promotion is usually divided into two separate parts. These parts are promotion above the line, such as media promotion. Promoting below the line consists of the many other parts of promoting an item. The majority of this promotion is supposed to be barely noticed by the customer. This type of promotion includes the promoting of sales, mailing directly to consumers, trade shows, a sponsorship, public relations, placement of item, selling personally, merchandising, and endorsing the product.
There are several types of advertising. Media advertising has to do with billboards, banners on the web, benches for bus stops, placing the item in a particular area, skywriting, street furniture, popups on the web, printed cards and flyers, shopping carts, radio advertisement, television and movie ads, and cell phone screens. Advertising in a covert way is where a brand or product is implanted in the media and entertainment. An example of this would be John Travolta only wearing "Diesel" clothing in his movies.
Commercials on television are fairly self-explanatory. Computer graphics are used to embed virtual advertisements into popular television programs. Advertising on the internet is one of the latest ways to promote a product. Advertising in emails and areas of the web are common to use in advertisement. Promoting and advertising can be mixed together online. This is common on sites such as Kickstarter and Indiegogo. Small businesses and people raise funds for ideas usually in exchange for items that were promoted or are used for promoting products.
Promotions and sales are usually linked together while advertising can lead to future sales. A 20 percent discount on certain items may result in sales and bring over potential customers. An advertisement in a newspaper won't necessarily produce an immediate sale. Because of this link between promotions and sales, small companies might have an easier time using various ways to promote a product.
Advertising can be pricey for smaller companies and may not seem reasonable, but advertisements can lead to sales. An example of this is if a store advertises a 20 percent discount on products, which can lead to more sales. Advertising helps promote a product to future and present customers.
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