0:02 welcome to this topic seven
0:04 introduction to promotion in the
0:07 marketing mix
0:09 so in this video
0:11 you are going to learn about the five
0:14 different promotion mix tools
0:16 and we're going to look at how the
0:19 communications landscape has changed and
0:21 why that means that businesses need to
0:23 change what they do
0:25 so let's start by looking at those five tools
0:26 tools
0:27 they're here
0:29 i'm not going to say much about these
0:30 because we're going to come back to that
0:32 in a minute but i will just say that
0:35 when we think about promotion often we
0:37 think about advertising
0:39 but promotion is a lot more than
0:41 advertising there are these five
0:43 different tools advertising is only one
0:49 so why do we need a new communications model
0:50 model
0:52 well of course the world is changing as
0:54 consumers we're changing and therefore
0:56 businesses need to change their
0:57 marketing strategy
0:59 and of course there are constant
1:03 advancements in digital technology
1:06 let's take a company like adidas
1:09 in targeting its younger customers
1:12 adidas now does that completely online
1:16 it doesn't use tv anymore it doesn't use
1:18 print it just does it online because it
1:21 has realized that online is the best way
1:23 to reach those customers
1:25 and as digital technology moves on
1:32 in this new marketing communications model
1:33 model
1:35 businesses can choose from any of those
1:37 five tools and in fact they will often
1:39 use them together
1:41 and this enables them to target smaller segments
1:42 segments
1:45 in a much more interactive and engaging way
1:46 way
1:48 it also allows them to use that mass
1:51 media if it's if it's appropriate
1:53 and merge that bring it together with
1:55 online social media
1:57 mobile as well
1:58 the problem with using all these
2:00 channels is it can be a bit confusing
2:02 for the customer
2:05 and so what businesses increasingly try
2:09 to do now is to manage the content
2:11 so that they develop
2:13 one story
2:15 that is used across all the different channels
2:16 channels
2:18 and in this way they're delivering a
2:21 consistent message to us as consumers
2:23 whether we see that on tv
2:26 or in print or on holdings outside or
2:28 online we're seeing the same message
2:30 from that company
2:32 and this is what it looks like this
2:34 carefully blended mix of all those five
2:37 different promotional tools
2:40 held together by this consistent message
2:42 this consistent message about our brand
2:49 so these are the five tools
2:51 in the videos that follow we're going to
2:52 look at each one of these in much more
2:55 detail but now i just want to say
2:57 something about them
2:59 why we would choose a different ones why
3:03 we would use them at all so advertising
3:06 we can reach masses of buyers is a low
3:08 cost per person that sees it per
3:10 consumer if you like it helps to build
3:12 that long-term image for a product and
3:14 it can trigger quick sales
3:17 it's very public it's very expressive
3:19 but it is impersonal
3:20 we can't
3:22 persuade individuals or interact with
3:25 them really via advertising
3:27 at the opposite extreme to advertising
3:29 we have personal selling
3:32 tens only to be used for high value
3:34 products because it's costly
3:36 one sales person generally one customer
3:38 that's expensive um
3:39 um
3:41 but it is does allow for that
3:44 interaction and it does allow for a very
3:46 tailored message to go to individual customers
3:50 and then we have things like sales
3:53 promotion which really
3:55 covers a whole range of things
3:57 like special offers
3:59 like uh competitions
4:01 competitions
4:03 um all sorts of things come under that heading
4:04 heading
4:06 and then there's public relations
4:08 public relations really aims at trying
4:11 to build the brand and develop the brand
4:14 and get that brand out there public
4:16 relations is where companies they don't
4:19 buy advertising space but they get their
4:22 name out there maybe in the paper maybe
4:23 on social media
4:26 just to get in touch with people and to
4:29 tell people about their brand
4:31 direct and digital marketing however
4:33 much more targeted
4:36 very often interactive very immediate
4:39 and very personalized so really clear
4:42 differences between these five tools
4:44 so if we put that together we've got
4:46 this new model
4:48 much more targeted much more social much
4:50 more interactive and engaging
4:52 we've got a model now which is much more
4:55 integrated all those five tools often
4:57 being used together but
4:58 but
5:00 brought together by this clear
