Forms and Types of Promotion and Exhibition

There are many different methods to promote your products, as well as many different areas and forms of media to exhibit your work on.

Personal Selling- This is possibly the oldest form of promotion. This form of promotion is done face to face with an individual or company, such as talking in meetings, or over the phone. Personal selling can work as the deal is often tailor made for the recipient, as the person selling the product is talking to a specific customer. This works well for 1 to 1 deals, but as a mass form of promotion is doesn't work, especially in the modern era where people prefer talking over screens, and especially during covid lock downs.

Social Media Marketing- This form of promotion is the most important in the modern era, seeing as most businesses now have a social media presence, and online is the fastest way to spread information, and this goes the same way for advertisement. Panel adverts of social media sides such as Instagram and Facebook. Banners on news pages or Sky Sports and video adverts on YouTube, as well as running social media accounts on all of these platforms advertising products and deals is a good way to communicate to the audience, as well as creating a connection between company and consumer.

Direct Marketing- This is often in the form of mail, be it emails or physical post. This is advertisement and promotion sent to specific groups of people, often these people have previously purchased a product or subscription to the company sending out the direct marketing. This form of promotion gives deals to loyal customers, as well as making sure that some of the customers return for more, but some disadvantages include the emails getting flagged as spam, due to the frequency of the emails, as well as the sender, but also the sheer amount of emails and mail can sometimes be seen as intrusive and annoying.

Public Relations- This form of media aims to create a closer connection between the company/brand and the consumer. This can be done through community driven efforts in charity and help such as education and employment. This can also come under getting the news to cover businesses, but this is less popular in the modern era, but can sometimes work, such as Facebook cooking groups reviewing restaurants, in return for free promotion. The close connectivity between the consumer and the brand is very important in the modern era.

Sponsorship- Sponsorship can promote a company or brand in many ways. First of all, individuals can get sponsored by the brand, in return of the individual wearing the brands logo on clothes, as well as using the products and actively recommending the product to the individuals fans'. The individual can be a famous celebrity or up and coming sports person or social media influencer. Sponsorship places the brands logo on everything connected with the person being sponsored, and the public can see the logo to gain recognition. The connectivity between the influencers, sports people and celebrities is often close between them and their fans, and so the fans will respect the company sponsoring the person more, if their heroes are representing the company. One major downside of sponsorship is that it is expensive, and doesn't directly earn the company money, but can earn money in the long term, through exposure and recognition. This is a great way to promote and exhibit the brand, and especially the logo.

Sales Promotion- This involves using short term offers and discounts or give-aways to make the audience buy products. These promotions can be small discounts on shops, to free car give aways, and anything in-between. Like direct marketing, but these are given out on a wider scale. Encourages people that do not usually shop at certain areas to browse, seeing as there are discounts. Having too many sales promotions can have a reduced response, seeing as people know that sales promotions happen often at some stores so will wait for improved discounts.

I found out the types of promotion from this website (Pejak A, 2014).

More Modern Techniques for Promotion and Exhibition

Web Banner Advertising- A banner ad or web banner is an advertisement displayed on a website, usually in a box or rectangle, created by Flash. The adverts can be animated or still pictures, usually constructed within Adobe products. All sorts of companies can have Web banners, such as shops for all sorts of products, fashion, cars, food, charities and much more. The banners can be placed on lots of different websites, but the more traffic websites get, the more likely they are going to display banners of them, seeing as the higher traffic on popular pages, the more people see the advert. These websites can include Facebook, Instagram, Twitter, Sky Sports, News pages and YouTube.

Mobile Advertising- This form of advertising is done through mobile phones. The ways the adverts are shown can vary a lot. Text messages, adverts before downloads, as well as phone screen adapted web banners all prominently feature on mobile advertisements. In terms of the text notification adverts, notifications rarely go unnoticed, and so it definitely gets across the the consumer, although some people find this form of advertisement intrusive.

Bandwagon Advertising- This is more of a propaganda advertisement technique, of which works by trying to convince consumers that everyone else users the product, or that most people are very satisfied by the product. An example of this can be toothpaste adverts that state 9/10 doctors recommend the product, or video game or social media website adverts saying that the daily use bases are growing rapidly, making people want to get involved before they get out of touch.

Contextual Advertising- This form of advertisement can be promoted in many different ways, but the main idea behind these forms of promotion is that the adverts are recommended for different users, depending on the identity of the user, and the content the user enjoys. An example of this is performed by Google AdSense, of which takes into consideration everything the user used google for, and recommends them adverts they can relate to.

Keyword Advertising- This is the same as contextual advertising, but instead of going off of content people enjoy, it focuses on keywords that you have used whilst on your phone or computer, such as if you were shopping for shoes, you would likely get shoe advertisements.

Blog Advertising- Blogs are a popular form of media in the modern era. It gives off a connection between companies and consumers, as the person writing the blog is a person, who usually has good customer relations. These websites are good places to out web banners and other forms of adverts, especially is Google AdSense is used, to tailor the adverts consumers receive to adverts that relate both to the consumer and the genre of the blog page.

These are all of the most common forms of promotion, and now I will go into deeper depth, on the forms of advertisement that I will be using for my project. I will also go into depth on how I will exhibit the advertisements.

I learned about modern adverting from this website (Abs, Appypie, 2021).

Bibliography;

(Pejak A, 2014) The 7 Types of Promotion, available at; https://blog.ideacafe.com/7-types-promotion (accessed May 5th 2021)

(Abs, Appypie, 2021) An Introduction to Modern Advertising, available at; https://www.appypie.com/modern-advertising (accessed May 5th 2021)