Promotions Strategies. There Are Two Types of Essay

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Promotions strategies.

There are two types of promotion strategies:

Above the line promotion where TV, radio, newspapers, internet, and billboards are used amongst other stratagems)

Below the line promotion intended to be subtle so that consumer is unaware of advertising purpose (e.g. testimonials, sponsorship, product placement, direct mail, trade shows, and public relations).

The five elements that would be involved in promoting / selling the following two components are: personal selling, advertising, sales promotion, direct marketing, and publicity.

The promotional objectives for both are also similar in that their overall strategy is to: present information to consumers; increase demand for the product; and differentiate the product.

BREAKFAST CEREALS

A combination of above the line and below the line promotion will be used with emphasis on below the line. I will use Internet advertisement, special events, endorsements, and newspapers. I will also give incentives like discounts ("two for the price of one"), a contest, a quiz show, and/or prizes listed at the back of the box that consumers can buy with x amount of coupons.

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I will also pay researchers to conduct special research on the benefits of using the equipment, and will then publish this research.

Games and recipes can be featured on cereal boxes, and features connected to popular trends for e.g. children or adolescents. Each box, too, will informally state the benefits that can be expected from consuming this product. This will make consumer feel good whilst motivating him or her to buy more of the product. All of these strategies are currently employed by best-selling products such as Kellogg and Post.

CARBONATED SOFT DRINKS

I will use Internet advertisement, special events, endorsements, and newspapers. Similar to the above, a combination of above the line and below the line promotion will be used with emphasis on below the line.

Coke uses the 'my Coke' rewards strategy where customers enter codes found on specially marked coke products on a website. These codes can also be 'texted' from a cellular phone. The codes, converted into points, can be redeemed….....

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