What Is the Relationship Between Advertising and Promotional Strategy?

Advertising promotion strategy is based on the general marketing strategy, using a variety of sales promotion methods, in the advertisement highlights that consumers can get other benefits in addition to the goods purchased, thereby promoting sales of advertising methods and means.

Advertising promotion strategy

Right!

Advertising promotion strategy is in general

It not only needs to inform consumers of the benefits they can get from purchasing goods, but also to give consumers more additional benefits to stimulate consumer interest in the goods and receive the effect of instant advertising in a short time, thereby promoting the goods. Sales.

Advertising promotion strategies mainly include: gift type, direct type, demonstration type and centralized type.

(I) Gift Advertising Promotion Strategy

Can be roughly divided into coupon ads, freebie ads, free trial ads, etc.

Coupon advertisement. Gift coupons to customers using newspapers and magazines. The newspaper publishes store coupons, with dotted lines printed around the coupons, and readers cut the coupons along the dotted lines to carry the coupons to the store for shopping. Coupons generally offer goods at a discount. The role of coupon advertising can be summarized into three aspects: First, small profits but quick turnover. Second, increase store and brand awareness. Third, coupons attract customers to the store, which drives sales of other products.

Giveaway ads. The small advertising gifts related to innovative products and promotional products will be given to consumers within a wide range of timing, which will cause a sensation and promote product sales. For example, the Coca-Cola Company produced a small red hand-cranked advertising fan with the words "Cacocala" printed on it, and chose the timing of the Asian Games to give it to the audience. The auditorium became a red ocean of "Cacocala", which greatly promoted the sales of goods, and The cost of each fan is only 0.2 yuan (RMB).

Free trial ads. Products are provided to consumers for free, and consumers are generally allowed to try them in public to promote product promotion. For example, PI Advertising Agency in Tokyo, Japan, designed a novel trial advertisement to lend new luxury sports cars to fans for free. Each sports car is affixed with the name of the company in different parts according to the amount of advertising costs. Car fans drove their cars at the prescribed time to illuminate the replacement companies for advertising in advance, which produced extraordinary advertising effects.

(B) direct advertising promotion strategy

Can be roughly divided into two kinds of door-to-door promotional advertisements and postal advertisements.

Door-to-door promotional ads. Promoters do not advertise in mass media or stores. Instead, it is a sales promotion method that puts the product directly into the doorstep of the user and advertises the product to the user, and gives the user certain additional benefits. Such promotional advertisements can answer customers 'questions in time, relieve customers' doubts, and directly sell products.

Post promotional ads. During the promotion period, the promotion staff will print the words "a discount on a certain product" or "please try it out", and have printed advertisements such as patterns and price lists, which will be sent directly to users' homes or work units through the post office method. In order to reduce the blindness of postal promotional advertisements, companies usually need to collect data regularly, grasp the user's name, address, and preferences, and maintain a certain form of contact between the two parties to increase users' trust in the company.

(3) Demonstration Advertising Promotion Strategy

Can be roughly divided into live performance demonstration ads and celebrity demonstration ads.

Celebrity demonstration ads. Let social celebrities advertise goods. For example, the Shanghai Beiying Fashion Store one day hung out two extra-large jeans and typed an ad saying "Welcome to try on, fitrs donate it for free as a commemoration", the news came out, and the audience was like a tide. The two giants patronized that afternoon, and the fitting was just right, and the boss gladly gave it. These two giants are not others, but our famous basketball players Mu Tiezhu and Zheng Haixia. This well-designed celebrity demonstration advertisement has a sensational effect.

Live performance demonstration ads. Select a specific time and place, combined with people's living habits, highlight the fashion effect of goods, and make demonstrations in public. For example, Sony Corporation of Japan in 1979 developed a new product of ultra-compact player with stereo headphones, named "Walkman". At that time, outdoor fitness activities such as walking and roller-blading were popular in Japan. In order to enhance the publicity effect, Sony made use of this popular lifestyle to perform live performances. The company invited models to send each one a "walker". The model wore headphones and feet on roller skates while listening to music happily while walking through the park. The model's live performance left a deep impression on the visitors in the park. Since then, the sales volume of "walkers" has skyrocketed, which has played a special advertising effect.

(IV) Centralized Advertising Promotion Strategy

The use of large-scale celebrations, sponsorship of public welfare undertakings, trade fairs, order fairs, entertainment activities and other crowd-focused occasions for advertising is a centralized promotion advertisement, which has a variety of advertising forms. For example, in the spring of 1993, an inspection team of the International Olympic Committee came to Beijing to inspect the bid for the Olympic Games. The People's Political Consultative Conference had an ad titled "International Olympic Committee Inspection Team Visits Beijing Today", followed by "×× Company wishes Beijing Successful bid for the 2000 Olympics. " This ad impressed the media audience.