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 a corporate 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.
There are different ways to promote a product in different
areas of media. Promoters use internet advertisement, special events,
endorsements, and newspapers to advertise their product. Many times with the
purchase of a product there is an incentive like discounts, free items, or a
contest. This is to increase the sales of a given product.
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 common. An
example of a fully integrated, long-term, large-scale promotion are My Coke Rewards and Pepsi Stuff. The UK version of My Coke Rewards is Coke
Zone.
2.
What is Sales Promotion
Sales promotion is one of the seven aspects of the promotional
mix. (The other six parts of the promotional mix are advertising, personal
selling, direct marketing, publicity/public relations, corporate image and
exhibitions.) Media and non-media marketing communication are employed for a
pre-determined, limited time to increase consumer demand, stimulate market
demand or improve product availability.
Sales promotion is the process of persuading a potential
customer to buy the product.
Sales
promotion is designed to be used as a short-term
tactic to boost sales – it is not
really designed to build long-term customer loyalty.
Some sales promotions are aimed atconsumers. Others
are targeted at intermediaries (such as agents and wholesalers) or at the
firm’s sales force.
When undertaking a
sales promotion, there are several factors that abusiness must take
into account:
v
What does the promotion cost – will the
resulting sales boost justify the investment?
v
Is the sales promotion consistent with the brand
image? A promotion that heavily discounts a product with a
premium price might do some long-term damage to a brand
v
Will the sales promotion attract customers who
will continue to buy the product once the promotion ends, or will it simply
attract those customers who are always on the look-out for a bargain?
There are many
methods of sales promotion, including:
v
Money off coupons – customers receive coupons,
or cut coupons out of newspapers or a products packaging that enables them to
buy the product next time at a reduced price
v
Competitions – buying the product will allow the
customer to take part in a chance to win a prize
v
Discount vouchers – a voucher (like a money off
coupon)
v
Free gifts – a free product when buy another
product
v
Point of sale materials – e.g. posters, display
stands – ways of presenting the product in its best way or show the customer
that the product is there.
v
Loyalty cards – e.g. Nectar and Air Miles; where
customers earn points for buying certain goods or shopping at certain retailers
– that can later be exchanged for money, goods or other offers
3. Kinds of Promotion
Promotion includes all activities designed to inform,
persuade and influence people when they are making the decision to buy.
Promotion is made up of:
Advertising
·
non-personal communication transmitted through
mass media
Publicity
·
free promotion through news stories in
newsletters, newspapers, magazines and television
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 a promotional 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?
4. Why do we need promotion
In my opinion, We need promotion because if we want sell
the product , we must do the promotion of the marketing our product. It will
make our buyer can know what the all kinds of product what we sold. They can
order it because they believe that our product is the good for they consumed.
And promotion can make our company so famous in buyer community.
5.
Pick at
Least 10 Sentences indicating present tense
example
:
1)
these elements are personal selling, advesting,
sales promotion, direct marketing, and publicity
2)
A promotional mix specifies how much attention to
pay to each of the five subcategories
3)
A promotional plan can have a wide range of
objective
4)
Promoters use internet advertisement
5)
Sales promotion is one of the seven aspects of
the promotional mix.
6)
Sales promotion is the process of persuading a
potential customer to buy the product
7)
Binsiness must take into account
8)
What does the promotion cost
9)
Will the
sales promotion attract customers who will continue to buy the product once the
promotion ends
10)
Money off coupons – customers receive coupons,
or cut coupons out of newspapers
11)
A products packaging that enables them buy the
product next time at a reduced price
12)
Its audience or run the risk of losing focus
13)
In my opinion we need promotion because if we
want sell the product
6. Pick at least 10 Sentences indicating past
tense
example
:
1) promotion
is one the market mix elements, and a term used frequently in marketing
2)
The term "promotion" is usually an
"in" expression used internally by the marketing company
3)
really designed to build long-term customer
loyalty
4)
Others are targeted at intermediaries (such as
agents and wholesalers) or at the firm’s sales force
5)
Free gifts – a free product when buy another
product
6)
non-personal communication transmitted through
mass media
7)
free promotion through news stories in
newsletters, newspapers, magazines and television
8)
Criteria used to measure success
9)
What are the costs of the promotion compared to
the benefits?
10)
Next time at a reduced price
That can later be exchanged for money, goods or
other offers
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