The Right Promotion

Many confuse promotion with advertising, but promotion is total activity to project the total reputation or image of a product, service or company together with their associated names (i.e. brand and corporate image).

Promotion covers packaging advertising, public relations, sales literaturs, sponsorship and point-of-sales (POS) displays – in fact, all of the above-the line and below-the line techniques to assist the sales process. Promotion , therefore, is the total way that a company’s reputation and the reputation of its product and services. A company’s reputation is valuable commodity many bussines profit from the goodwill that is generated as it results in more sales and easier sales.

Advertising : A means of communicaion which uses prited, broadcast or other media, where space or air time may be purchased for the purpose or persuading customers, and/or the products or services it delivers.

Aims of Sponsorship :

To brand and position a product or service by association To create brand awareness To support associated promotional activity To reinforce corporate identity To overcome and advertising ban To target a particular audience To generate goodwill in community To support dealer and customers relations\

The element of the promotional mix are :

1. Public relations2. Media advertising3. Sales promotion4. Direct marketing5. Personal selling

List of Companies With Their Advertising Expenditure

No Company Concern $ (millions)1. Mandiri Banking 402. Compaq Computers 353. Astra Motor Motor Vehicle 454. Telkom Telecommunication 605. Indofood Food 30

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