Nama : Lian Ismaya
NPM : 24210012
Kelas : 3 EB 19
PROMOTION
1. WHAT
IS PROMOTION ?
Promotion is one of
the market mix elements, and a term used frequently in marketing. The specification of five promotional
mix or promotional plan. These
elements are personal selling, advertising, sales promotion, direct
marketing, and publicity. A
promotional mix specifies how much attention to pay to each of the five
subcategories, and how much money to budget for each. A promotional plan can
have a wide range of objectives, including: sales increases, new product
acceptance, creation of brand equity, positioning,
competitive retaliations, or creation of acorporate
image. Fundamentally, however there are
three basic objectives of promotion. These are:
1. To
present information to consumers as well as others.
2. To
increase demand.
3. To
differentiate a product.
2. WHAT
IS SALES PROMOTION ?
• all forms of
communication not found in advertising and personal selling, including direct
mail, coupons, volume discounts, sampling, rebates, demonstrations, exhibits,
sweepstakes, trade allowances, samples and point-ofpurchase displays In
designing a promotional plan, clearly spell out:
• Which objectives to
use. It is possible to have more than one objective, but it is recommended that
a company target its audience or run the risk of losing focus.
• What to say
• Who to say it to
• Criteria used to
measure success
Suggestions for
Inexpensive Promotion
Some inexpensive,
appropriate and effective methods of promotion for the new food processor
include advertising through:
• Personal selling
• Product demonstrations
• Direct mail
• Business cards
• Yellow Page listing
• Seminars
• Newsletters
• Contests
• Flyers
• Statement stuffers
• Window banners
• Greeting cards
• Sports team sponsor
• Home parties
• Ethnic
services—languages spoken
Of course, one of the
best free methods of promotion is good “word of mouth."
Promotion Objectives
The promotion
objectives need to be clearly stated and measurable. They must be
compatible with the objectives of the company, as well as the competitive and
marketing strategies. Objectives vary for different products and different
situations. For example, producers must promote differently to brokers than to
wholesalers. When promoting to a broker, the producer must promote what he/she
wishes the broker to present to the wholesaler. When promoting to a wholesaler,
the producer simply wants the wholesaler
to purchase the product.
There are five general promotional objectives to choose from. The five types of
objectives for promotional activities are1:
• to provide information
• to increase demand
• to differentiate the
product
• to accentuate the
value of the product
• to stabilize sales
Promotional Strategy
Once the producer has
reviewed all the possible promotional tools, he/she must devise apromotional
strategy. A
promotional strategy
should address the following issues:
• What is the goal of
the promotion?
• What types of
promotion should be used?
• What effect should the
promotion have on the customer?
• Which promotion is
working?
• Which promotion is not
working?
• What are the costs of
the promotion compared to the benefits?
3. WHY
DO WE NEED PROMOTION ?
Promotion is benefit for
customer, activities have a variety of aims:
· To
inform current and potential customers about the existence of products
· To
explain the potential benefits of using the product
· To
persuade customers to buy the product
· To
help differentiate a product from the competition
· To
develop and sustain a brand
· To
reassure customers that they have made the right choice
4. KINDS
OF PROMOTION ?
Marketers have at their
disposal four major methods of promotion. Taken together these
comprise the promotion mix. In this section a basic definition of
each method is offered while in the next section a comparison of
each method based on the characteristics of promotion is
presented.
a. Advertising
Involves non-personal;
mostly paid promotions often using mass media outlets to deliver the
marketer’s message. While historically Sales promotion is
designed to be used as a short-term tactic to boost sales, the advent
of computer technology and, in particular, the Internet has
increased the options that allow customers to provide quick
feedback.
b. Public Relations and
Sponsorship
Also referred to as
publicity, this type of promotion uses third-party sources, and
particularly the news media, to offer a favorable mention of the
marketer’s company or product without direct payment to the
publisher of the information.
c. Personal Selling
As the name implies,
this form of promotion involves personal contact between company
representatives and those who have a role in purchase decisions
(e.g., make the decision, such as consumers, or have an influence on
a decision, such as members of a company buying center). Often this
occurs face-to-face or via telephone, though newer technologies
allow this to occur online via video conferencing or text chat.
d. Sales
Promotion
Involves the use of
special short-term techniques, often in the form of incentives, to
encourage customers to respond or undertake some activity. For
instance, the use of retail coupons with expiration dates requires
customers to act while the incentive is still valid.
e. Direct marketing
A channel-agnostic form
of advertising that allows businesses and nonprofits organizations
to communicate straight to the customer, with advertising techniques that can
include Cell PhoneText
messaging, email, interactive consumer
websites, online display ads, fliers, catalog distribution, promotional
letters, and outdoor advertising.
Direct marketing
messages emphasize a focus on the customer, data, and accountability.
Characteristics that distinguish direct marketing are:
- Marketing messages are
addressed directly to the customer and/or customers. Direct marketing relies on
being able to address the members of a target market.
Addressability comes in a variety of forms including email addresses, mobile
phone numbers, Web browser cookies, fax numbers and postal addresses.
- Direct marketing seeks
to drive a specific "call to action." For example, an advertisement
may ask the prospect to call a free phone number
or click on a link to a website.
- Direct marketing
emphasizes trackable, measurable responses from customers — regardless of
medium.
PICK AT LEAST 10
SENTENCES INDICATING PRESENT TENSE
- The term "promotion"
is usually an "in" expression used internally by the marketing
company, but not normally to the public or the market - phrases like
"special offer" are more commo
- One estimate by the Promotion
Marketing Association suggests that in the US alone spending on sales
promotion exceeds that of advertising.
- To provide information
- To incrase demand
- To differentiate the product
- To accentuate the value of the
product
- To stabilize sales
- A promotional mix specifies how
much attention to pay to each of the five subcategories, and how much
money to budget for each.
- These elements are personal
selling, advertising, sales promotion, direct marketing, and publicity
- As a reward, marketers offer
something of value to those responding generally in the form of lower cost
of ownership for purchased product.
PICK AT
LEAST 10 SENTENCES INDICATING PAST TENSE
- Many times with the purchase of
a product there is an incentive like discounts, free items, or a contest
- whether the promotion involves
a short-term value proposition (e.g., the contest is only offered for a
limited period of time).
- the customer must perform
some activity in order to be eligible to receive the value proposition
(e.g., customer must enter contest).
- These responsibilities
should not be taken lightly, as most employees look to their supervisors
for guidance and examples of appropriate workplace behavior.
- A worker who has been selected
for an increase in rank should be aware that this is an good time to
engage in negotiations.
- Promotion is one of the market
mix elements, and a term used frequently in marketing.
- This is to increase the
sales of a given product.
- Free promotion through
news stories in news letters, newspapers, magazines and television
- Sales promotions are used by a
wide range of organizations in both the consumer and business markets,
though the frequency and spending levels are much greater for consumer
products marketers.
- While the delivery of the
marketer’s message through television media is certainly labeled as
advertising, what is contained in the message, namely the contest, is
considered a sales promotion
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