2. PROMOTION
DEFINITION :-
Promotion involves disseminating information
about a product, product line, brand, or company. It
is one of the four key aspects of the marketing mix.
(The other three elements are product marketing,
pricing, and distribution.)
To generate sales and profits, the benefits
of products have to be communicated to
customers. In marketing this is commonly known
as “promotions”.
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3. Promotion Techniques
Promoting your business can take many different forms. You can
promote it online and offline. Promotion is a very important part of
every business imaginable. If you don't promote it, how are
customers supposed to know about it? Here are some very effective
ways to promote your product or service.
BUSINESS CARDS
PRESS RELEASES
ORGANIZATIONS
NEWS LETTERS
FREE STUFF
WEBSITE
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4. PROMOTION MIX
DEFINITION :-
Specific combination of promotional methods such as
print or broadcast advertising, direct marketing,
personal selling, point of sale display, merchandising,
etc., used for one product or a family of products.
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5. Six main Promotion Tactics
1. ADVERTISING
2. SALES PROMOTION
3. PUBLIC RELATIONS
4. PERSONAL SELLING
5. PUBLICITY
6. DIRECT MARKETING
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6. The factors that guide a marketer’s
decision in selecting a promotion mix
are :-
Nature of the product market.
Overall marketing strategy.
Buyer readiness stage.
Product life cycle stage.
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7. ADVERTISING
The means of providing the most persuasive possible
selling message to the right prospects at the lowest
possible cost".
Kotler and Armstrong provide an alternative
definition:-
"Advertising is any paid form of non-personal
presentation and promotion of ideas, goods and
services through mass media such as newspapers,
magazines, television or radio by an identified
sponsor".
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8. SALES PROMOTION
“An activity designed to boost the sales of a product or
service. It may include an advertising campaign, increased
PR activity, a free-sample campaign, offering free gifts or
trading stamps, arranging demonstrations or exhibitions,
setting up competitions with attractive prizes, temporary
price reductions, door-to-door calling, telemarketing,
personal letters on other methods”.
More than any other element of the promotional mix, sales
promotion is about “action”. It is about stimulating
customers to buy a product. It is not designed to be
informative – a role which advertising is much better
suited to.
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9. PUBLIC RELATIONS
“The planned and sustained effort to establish
and maintain goodwill and mutual
understanding between an organisation and
its publics”.
Public relations activities include, press
releases. company literature, videos, websites
and annual reports.
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10. PERSONAL SELLING
Personal selling is 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“
Personal selling is one of the oldest forms of promotion.
It involves the use of a sales force to support a push
strategy (encouraging intermediaries to buy the
product) or a pull strategy (where the role of the sales
force may be limited to supporting retailers and
providing after-sales service).
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11. PUBLICITY
Publicity refers to nonpersonal communi-cations
regarding an organization , product , service , or idea
not directly paid for or run under identified
sponsorship .it usually comes in the form of news
story , editorial , or announcement about an
organization and/or its products and services.
Techniques used to gain publicity include news releases
, press conferences , feature articles , photographs ,
films , and videotapes.
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12. DIRECT MARKETING
Direct marketing is concerned with establishing an
individual relationship between the business offering a
product or service and the final customer.
Direct marketing has been defined by the Institute of Direct
Marketing as:
“The planned recording, analysis and tracking of
customer behaviour to develop a relational marketing
strategies”.
The process of direct marketing covers a wide range of
promotional activities, These include:
• Direct-response adverts on television and radio
• Mail order catalogues
• E-commerce
• Magazine inserts
• Direct mail
• Telemarketing
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13. OBJECTIVES FOR PROMOTION
• BUILD AWARENESS.
• CREATE INTEREST.
• PROVIDE INFORMATION.
• STIMULATE DEMAND.
• REINFORCE THE BRAND.
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