Basics of Promotion Advertising
Promotion advertising differs significantly from consumer franchise-building
advertising. The latter is long-term in nature and aimed at giving customers
reasons to buy. Promotion advertising is short-term. It pushes for the order
by providing incentives, coupons, rebates, premiums and contents.
The usual medium for promotion advertising is print. Some big-budget
advertisers use broadcast (radio and television) to get consumers to look
for their promotion advertising in their local newspapers.
As a rule, promotion advertising should be specific and should call only for
consumer to perform a desired action. Resist including extraneous points in
the promotional ad. Focus on a simple call to action.
For example: Your ad copy may ask the readers to (1) Redeem this coupon
and save $2, or (2) Buy two packs and get the third one free, or
(3) Fill out coupon and enter sweepstakes to win $100,000, or
(4) Buy two of the products and receive a free gift worth $10.
Most promotion events are price or added-value oriented campaigns.
As such, it is imperative that when writing copy, the ad should appeal more
to the wallet than the emotion.
Final point: Do not make your redemption procedure complicated and confusing.
Avoid having to make them decide. That's too much work for them.
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