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
