Andrex advert

The internet advert of ‘Andrex’, given above, are very colourful and encourage consumers’ attention by using a ‘cute’ Andrex’s puppy in their adverts. It is very colourful, which also encourages people’s attention as well as informing well about the product itself and all current offers- e.g. the advert informs that Andrex will donate 1.50 pounds from every Andrex Winter puppy that people buy to help teenagers with cancer. Although, it’s a donation, this type of advertising still effectively encourages people to buy ‘Andrex’s’ products. The initial first advert by ‘Andrex’ actually links to a website where people can play a game with an ‘Andrex’ puppy, which should supposedly encourage even higher interest in the brand and its popularity, which makes the whole ‘Andrex’ puppy advertising campaign very effective.

Yellow Pages’ advert

From the example of internet advert shown on the left, we can clearly see a typical example of an internet advert- a small window with a picture and a bit of text which contains a short message to the potential consumer, which supposedly should encourage him/her to click on the button below, in order to find out more about a particular product or service. In our case, the advert shown on the left, promotes a service for people who have just set up their business and seek to make their business well known, and try to find new customers. It is fairly simple, as it only involves a picture with some text and link to another website where more detailed information can b provided, and a fairly simple design and layout of the advert, which implies it’s not very expensive. However, due to its simplicity and the fact that it’s easy to understand it, difficult to misinterpret and the message is fairly straightforward, it makes this advert found on the ‘Yellow Pages’ website relatively effective.

Amazon’s advert

The clothing advert given above, which I found on a UK’s Amazon website, is fairly simplistic in the design, however, it’s very clever in terms of its layout, as we can clearly see the big letters and text used to get the message about the 50% discount on baselayers as quickly and in the most efficient way to a potential customer as possible. The advert has some pictures about products clearly identifying some variety in the colours of the available products, as well as advertising some sellers such as ‘La Redoute, ‘Promod’ and ‘Fashon union’ who also offer the products promoted in this advert. In addition to this, this advert is also fairly effective, because it mentions the main feature or function of the product being advertised, in our case- to keep warm, and has s link saying: “Shop now” which directs the customer to the page where he/she can actually choose the product he/she wants and purchase it.

Below-the-line promotion

These are basically all other types of promotion excluding advertising.

This is the list of examples of below-the-line promotion:

• Sponsorship- TV programs, sports teams
• Direct Mailing-junk mail, spam
• free samples
• exhibitions
• free gifts

• 3 for 2- BOGOF
• 25% extra free
• trade catalogues
• Offering a discount, if the customers recommend the product to a certain number of their friends.
• Discount or priority cards for customers
• Money off coupons, vouchers

These types of promotion are usually very expensive, but may change the behavior in the short term. If the consumer has brand loyalty, then they are more likely to return to their preferred brand.

There are sales promotions, which include things like BOGOF (Buy One Get One Free), free gifts, ‘better value’, 25% extra of the product and etc. There also can be some competitions. E.g. Pepsi Co. introduced a competition where you had to collect certain number of ‘Pepsi’ bottles, which you could then change to a ‘Pepsi’ t-shirt, pen, radio, calculator and etc. These things help to encourage more sales of the products.

E.g. in the supermarkets it is very easy to find some points of sales, where you can try a new product and get a prize (pair of sleepers with the company logo). Trade-in is a very popular method in mobile phone warehouses and car saloons, where you can trade the product that you already have for something else. For example, in some mobile phone stores you can trade any mobile phone for the new one. Depending on the type of phone you have, they can give you a maximum discount of 20%. In some food stores, you may be offered to buy 52 packs of crisps for only 3pounds. Some companies do this to get rid of the old stock. Other businesses do this, in order to encourage more sales for the new products. These types of sales promotions are usually directly aimed at customers. However, there are also some other promotions, when suppliers give special offers to their retailers.

Дата добавления: 2015-07-26