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0:00
Hello and welcome to this
session on marketing promotion.
My name is Annmarie Hanlon,
and I teach Marketing at
Cranfield University's School
of Management in the UK.
Some of these themes
are taken from
my book, Digital Marketing.
Let's get started.
0:21
In this session we
start by examining
the DRIP model and
then we look at
key elements in traditional
marketing promotion,
finally we consider the
digital marketing toolbox.
0:36
Marketing promotion is
a form of marketing
communications.
It is about
differentiating a product
or service. For
example, this can
involve positioning a brand and
making a product or
service stand out in
the category as
the fastest, cheapest,
best item in that sector.
It is about reinforcing
a brand's message or
reminding stake holders to
strengthen previous
messages and experiences.
For example, this means
demonstrating or explaining
why your product is different,
superior, cheaper
or easier to use.
It is about informing or making
people aware of a brand.
For example, this may be
to make stake holders
aware and advise of
availability and features.
If it's a totally new to
the market product this
may also be to educate
the market and it's about
persuading audiences to
behave in particular ways.
For example, this could
be to visit a website,
read about a new product,
share with a friend
or request a trial.
This is known as the DRIP model.
