Recommend and justify a promotional strategy for Bethan to use when starting her business if it were to open in your area.

Promotion is one part of the marketing mix along with place, product and price. Promotion is very important in the marketing mix because if you don’t promote your promote your product then no-one will know about the product or it will rarely be seen. Promoting in the wrong place is also a big risk. All the marketing mix is very important as choosing one wrong factor of the marketing mix could impact greatly on a business especially if it is starting up.

The aims of promotion in marketing include many things. The main aims of marketing are to increase sales, attract customers, inform people, create awareness, create an image, and change customer attitudes and to encourage brand switching.

The main aims for Bethan, when starting her business would not be all these aims. The main three aims for Bethan would be to attract customers as she is just starting up and needs customers for her business. Bethan also needs to encourage brand switching, as well as to also change customers’ attitudes into liking her business and changing their custom to her so she can provide a service for these customers.

There are four different methods of promotion. These include:-

Method Of Promotion Description Of This Type Of Promotion Explain How Bethan Could Use This Type Of Promotion

Public Relations Advertising in things like the newspaper using stories and articles instead of using adverts. This helps save money. Public relations also involve getting the business well known publicly by all outsiders. Bethan could use this type of promotion because she could write an article about her business which will be free and will attract customers as well. This then means that there will more than one benefit.

Sponsorship Paying a business which is well known ...

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...e which strategies work best for her business as these will be the ones which she tends to use again as these are the ones which invite the most customers. Another idea which Bethan needs to think about when starting her business is broad spectrum advertising. This is trying to appeal to the widest possible audiences.

The legal requirements which Bethan would need to meet for the promotional strategy would be the legal code of practise. The legal code of practise involves the advertisement being-

• Legal

• Honest

• Decent

• True

• Fair

These are for all the advertisements which want to be advertised by. For her to promote her business to others she will have to abide by all these rules. If Bethan was to break anyone of these practises then she would break one of the laws and could be reported. Breaking the code of practise is going against The Trades Description Act.