7 Promotion

8/6/2019 7 Promotion

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PROMOTION


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PROMOTION - Definition

The coordination of all seller initiated efforts to setup channels of information and persuasion tofacilitate the sale of goods or services or the

acceptance of an idea It refers to the activities to push forward or to

advance an idea, in such a way as to gain approval &acceptance.

Promotion is telling & selling. Promotion activity is basically an exercise in

communication for bringing notice to the consumers.


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Need for Promotional Activities

Essential to make customers know from where, how,when & at what price the product would be available.

Due to stiff competition among

manufacturers/sellers Large scale production large scale selling, possible

through the promotional activities

Imperfect market condition product cannot be

easily sold on the basis of product differentiation.Promotional activities draws attention of consumers


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Objectives of Promotional Activities

Demand objectives

Responsible for demand creation

Communication objectives

Creating awareness Specific objectives or Performance objectives Specific information about product & influences the

consumers decision of purchasing


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Promotional Mix or Tools of Promotion

Sales promotion:

Short term incentives to encourage the purchase & sale of aproduct

Personal selling:

Oral presentation in conversation wit one or more prospectivepurchasers for the purpose of making sales.

Advertising:

Any paid form of non-personal presentation and promotion ofideas, goods or services by an identified sponsor.


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Promotional Mix or Tools of Promotion

Public Relations:

Building good relations with the companys various clients byobtaining favorable response.

Publicity: It is a non-personal stimulation of demand which is not paid

for.


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Advertising

Any paid form of nonpersonal presentationand promotion of ideas, goods, orservices by an identified sponsor.


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The Five Ms of Advertising

Mission

Money

Message

Media Measurement


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Advertising Objectives

Informative advertising

Persuasive advertising

Reminder advertising

Reinforcement advertising


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Factors to Consider in Setting an AdvertisingBudget

Stage in the product life cycle

Market share and consumer base

Competition Advertising frequency

Product substitutability


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Major Media Types

Newspapers

Television

Direct mail

Radio

Magazines

Outdoor

Yellow pages

Newsletters

Brochures

Telephone

Internet


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Place Advertising

Billboards

Public spaces

Product placement

Point-of-purchase


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Sales Promotion

Collection of incentive tools, mostly

short term, designed to stimulatequicker or greater purchase

of particular products or services

by consumers or the trade.


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Sales Promotion Tactics

Consumer-directed

Samples Coupons Cash refund offers Price offs Premiums Prizes Patronage rewards Free trials Tie-in promotions

Trade-directed

Price offs

Allowances

Free goods Sales contests

Trade shows


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Using Sales Promotions

Establish objectives

Select tools

Develop program

Pretest

Implement and control

Evaluate results


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Events and Experiences

Sports

Tours

Festivals, fairs

Arts

Causes


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Why Sponsor Events?

To identify with a particular target market or lifestyle

To increase brand awareness To create or reinforce consumer perceptions of key

brand image associations To enhance corporate image To create experiences and evoke feelings To express commitment to community To entertain key clients or reward employees To permit merchandising or promotional

opportunities


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Using Sponsored Events


Choose event opportunities

Design program


Measure effectiveness


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Public Relations Functions

Press relations

Product publicity

Corporate communications

Lobbying Counseling


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Marketing Public Relations Functions

Assist in product launches

Assist in repositioning mature products

Build interest in a product category

Influence specific target groups

Defend products

Build corporate image


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Major Tools in Marketing PR

Publications

Events

Sponsorships

News Speeches

Public Service Activities

Identity Media


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Steps in Marketing PR


Choose messages

Choose vehicles


Measure effectiveness

7 Promotion

Documents

Transcript of 7 Promotion