Promotion

1.     Definition of Promotion

Promotion is a marketer in the business of informing and influencing other people or parties that are interested in doing the transaction or exchange of goods or services marketed. 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:

a.       To present information to consumers as well as others.

b.      To increase demand.

c.       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.     Why do We Need a Promotion

a.       Disseminating product information to potential target markets

b.      To get higher sales and profil

c.       To get new customers and maintain customer loyalty

d.      To maintain stability in the event of sluggish sales market

e.       Differentiate and favor products than competitors' products

f.       Forming the product image in the eyes of consumers as desired.

3.     Definition of Sales Promotion

Sales promotion describes promotional methods using special short-term techniques to persuade members of a target market to respond or undertake certain activity. As a reward, marketers offer something of value to those responding generally in the form of lower cost of ownership for a purchased product (e.g., lower purchase price, money back) or the inclusion of additional value-added material (e.g., something more for the same price).

Sales promotions are often confused with advertising. For instance, a television advertisement mentioning a contest awarding winners with a free trip to a Caribbean island may give the contest the appearance of advertising. 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. The factors that distinguish between the two promotional approaches are:

a.       Whether the promotion involves a short-term value proposition (e.g., the contest is only offered for a limited period of time), and

b.   the customer must perform some activity in order to be eligible to receive the value proposition (e.g., customer must enter contest). The inclusion of a timing constraint and an activity requirement are hallmarks of sales promotion.

4.     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:

a.       Advertising

non-personal communication transmitted through mass media

b.      Publicity

free promotion through news stories in newsletters, newspapers, magazines and television

c.      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-of purchase displays In designing a promotional plan, clearly spell out:
a.   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.

b.      What to say

c.       Who to say it to

d.      Criteria used to measure success

d.      Suggestions for Inexpensive Promotion

Some inexpensive, appropriate and effective methods of promotion for the new food processor include advertising through:

a.       Personal selling

b.      Product demonstrations

c.       Direct mail

d.      Business cards

e.       Yellow Page listing

f.       Seminars

g.       Newsletters

h.      Contests

i.        Flyers

j.        Statement stuffers

k.      Window banners

10 Sentence of Past Tense

1.    people or parties that are interested in doing the transaction or exchange of goods or services marketed

2.      it is recommended that a company target

3.      Sales promotions are often confused with advertising

4.      the inclusion of additional value-added material (e.g., something more for the same price).

5.      what is contained in the message, namely the contest, is considered a sales promotion

6.      An example of a fully integrated, long-term, large-scale promotion

7.      Criteria used to measure success

8.      all activities designed to inform, persuade and influence

9.      non-personal communication transmitted through mass media

10.  the contest is only offered for a limited period of time

10 Sentence of Present Tense

1.      A promotional mix specifies how much attention to pay to each of the five subcategories

2.    Sales promotion describes promotional methods using special short-term techniques to persuade members of a target market

3.      samples and point-ofpurchase displays In designing a promotional plan

4.      free promotion through news stories in newsletters

5.      Promotion includes all activities designed to inform, persuade and influence

6.      an activity requirement are hallmarks of sales promotion

7.      To get higher sales and profil

8.      Whether the promotion involves a short-term value proposition

9.      the public or the market phrases like "special offer" are more common

10.  there are three basic objectives of promotion