Nama : Fani Usnaeni
Kelas : 3EB23
NPM : 22210597
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:
To present information to consumers as well as others.
- To increase demand.
- 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. Examples include contests, coupons, freebies, loss leaders, point of purchase displays, premiums, prizes, product samples, and rebates
Sales promotions can be directed at either the customer, sales staff, or distribution channel members (such as retailers). Sales promotions targeted at the consumer are called consumer sales promotions. Sales promotions targeted at retailers and wholesale are called trade sales promotions. Some sale promotions, particularly ones with unusual methods, are considered gimmicks by many.
Sales promotion includes several communications activities that attempt to provide added value or incentives to consumers, wholesalers, retailers, or other organizational customers to stimulate immediate sales. These efforts can attempt to stimulate product interest, trial, or purchase. Examples of devices used in sales promotion include coupons, samples, premiums, point-of-purchase (POP) displays, contests, rebates, and sweepstakes.
3. Kinds of promotion?
Product and service promotion is the most common form of marketing. Promotional activities can include:
- advertising – you can advertise your product, service or brand in newspapers, radio, television, magazines, outdoor signage and website. Learn more about how to make your advertising successful.
- personal selling or telemarketing – effective personal selling relies on good interpersonal and communication skills, excellent product and service knowledge and the ability to sell product benefits to prospective customers
- publicity – created by sending media releases to print and broadcasting media, giving interviews to the media and from word-of-mouth. Learn more about public relations.
- short-term sales promotions – market your product or service using coupons, competitions and contests.
- direct marketing – involves sending letters, emails, pamphlets and brochures to individual target clients, often followed by personal selling or telemarketing Learn more about direct marketing
4. Why do we need promotion?
There are many ways to get attention for a new product, service or even election. One of the easiest is to develop a promotional item. They are often cheap and everybody loves these freebies.
These products can be bought in many places and are cheap. There are many websites that sell these types of items and will even print what is needed on them.
Once you have the item, you need a way to distribute these products. Fairs are great ways to do this. Arenas are forever holding job fairs, health fairs etc. For politicians rallies work well. In addition these items can be included in the product they are promoting or a related product. Also, some crafty marketing directors are able to entice people to save labels or box tops and send for promotional items. Concert promoters have been getting people to shell out major bucks to buy tee shirts printed with the bands name for years.
Promotional items take many forms. As mentioned above, a common form is clothing. Who doesn’t own a tee-shirt promoting a band, new product or an event they attended? Other clothing items that make good promotional items include hats and jackets. The more visible the item is the better. Other than clothing items, personal items make good promotional material. These are ideal if they are items people carry with them. Travel mugs and key chains fall into this category. Next to tee shirts, probably the most popular items are small items such as tape measures, can openers or even USB drives.
Of course these items have limited value. They are only meant to increase name recognition. In addition to the value to the promoter, they need to provide value to the person given the item. In order to do that, they need to provide a function for the user. A bumper sticker or a sign are probably not a good idea unless there is a contest or election involved. Tee shirts are probably the most widely used because they are something that most people will wear over and over. Pens and pencils travel mugs, golf towels are also good items to pick.
- Present Tense
- A promotional plan can have a wide range of objectives
- are considered gimmicks by many
- Sales promotion includes several communications
- media marketing communication are employed
- For politicians rallies work well
- They are often cheap
- the most popular items are small items
- Fairs are great ways to do this
- the product they are promoting
- there is a contest
- Past Tense
- limited time to increase consumer
- Sales promotions can be directed at either the customer
- Sales promotions targeted at the consumer
- consumer are called consumer sales promotions
- Sales promotions targeted at retailers
- wholesale are called trade sales promotions
- devices used in sales promotion
- These products can be bought in many places
- to the person given the item