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Packaging on a supermarket shelf has less than three seconds to grab the attention of a consumer.
Those three seconds are exceedingly important when you consider that more than 70% of purchasing decisions are made at the shelf. Add to this the fact that supermarkets can contain on average 40,000 packs to choose from, then that pack has got to work hard.
Packaging’s role is threefold:
To sell the product
To protect the product
To facilitate the use of the product
With promotions it is not enough for a business to have good products sold at attractive prices. To generate sales and profits, the benefits of products have to be communicated to customers. In marketing, this is commonly known as 'promotion'. Promotion is all about companies communicating with customers. A business' total marketing communications programme is called the 'promotional mix' and consists of a blend of advertising, personal selling, sales promotion and public relations tools. In this revision note, we describe the four key elements of the promotional mix in more detail.
It is helpful to define the four main elements of the promotional mix before considering their strengths and limitations.
Any paid form of non-personal communication of ideas or products in the "prime media": i.e. television, newspapers, magazines, billboard posters, radio, cinema etc. Advertising is intended to persuade and to inform. The two basic aspects of advertising are the message (what you want your communication to say) and the medium (how you get your message across)
Oral communication with potential buyers of a product with the intention of making a sale. The personal selling may focus initially on developing a relationship with the potential buyer, but will always ultimately end with an attempt to "close the sale".
Providing incentives to customers or to the distribution channel to stimulate demand for a product.
The communication of a product, brand or business by placing information about it in the media without paying for the time or media space directly. otherwise known as 'public relations' or PR.
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