The document discusses various promotion strategies and methods. It covers personal selling, mass selling through advertising, and sales promotion techniques. It defines these different promotion approaches and provides examples. It also discusses promotion objectives of informing, persuading, and reminding customers. Additionally, it outlines promotion roles like sales managers, advertising managers, and sales promotion managers.

1. Promotion Strategy Unit3 Subhajit Sanyal

7. The generation of awareness about a product beyond regular advertising methods. Usually less costly than advertising because sometimes the message is spread for free by a newspaper article or TV story. Publicity

9. Publicity can be negative eg. If a famous movie star gets electrocuted using your product, this can cause people to NOT want to buy it - this would be a major problems eg. If your product is sabotaged - this could include tampering with medical products ie. Tylenol eg. If there are negative rumours about the ingredients in your product eg. If there are negative ingredients about the moral aspects of your company Publicity

14. Sales Promotion Managers - they deal with Point-of-purchase advertising specialty advertising samples coupons premiums loyalty points / air miles rebates contests People in Sales Promotion Sales Promotion Page 455

16. The 3 Promotion Objectives

21. A.I.D.A. Attention Interest Desire Action 4 promotion jobs

25. Potential Mail Recipients Once your name is on a list for a newspaper subscription, your name and address can be “sold” to another company who will mail you information to try and convince you to buy their product. Buying and selling lists (databases) of such names is big business. D i r e c t M a r k e t i n g

26. Comparison of Direct Marketing and General Advertising Direct Marketing General Advertising Selling to individuals. Customers are Mass selling. Buyers identified as broad often identifiable by name, address, and groups sharing common demographic and purchase behaviour. psychographic characteristics. Products have added value or service. Product benefits do not always include Distribution is important product benefit. convenient distribution channels. The medium is the marketplace. Retail outlet is the marketplace. Marketer controls product until delivery. Marketer may lose control as product enters distribution channel. Advertising used to motivate an Advertising used for cumulative effect immediate order or inquiry. over time to build image, awareness, loyalty, benefit recall. Purchase action deferred. Repetition used within ad. Repetition used over time. Consumers feel high perceived risk – Consumers feel less risk – have direct product brought unseen. Recourse is contact with the product and direct distant. recourse. D i r e c t M a r k e t i n g

28. Setting the promotion budget Most common method is based on using past percentages - that is to say,,,, If you sold $ 1,000,000 and you spent 20% on advertising, which = $200,000 then, if you spend $400,000 you should sell $2 million!