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    Chapter 8 - Promotion Strategy

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    evanaann
    This document discusses different promotion strategies, including advertising, personal selling, sales promotion, and public relations. It provides details on the purpose and characteristics of each strategy. Advertising involves disseminating information about products through various media to increase awareness and sales. Personal selling involves face-to-face interactions between a salesperson and customer to make sales and build relationships. Sales promotions use short-term incentives to encourage purchases. Public relations is used to build goodwill and favorable publicity through press releases, community events, and more.

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    Chapter 8 - Promotion Strategy

    Uploaded by

    evanaann
    264 views12 pages
    This document discusses different promotion strategies, including advertising, personal selling, sales promotion, and public relations. It provides details on the purpose and characteristics of each strategy. Advertising involves disseminating information about products through various media to increase awareness and sales. Personal selling involves face-to-face interactions between a salesperson and customer to make sales and build relationships. Sales promotions use short-term incentives to encourage purchases. Public relations is used to build goodwill and favorable publicity through press releases, community events, and more.

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    Marketing promotion strategy power point slide

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    This document discusses different promotion strategies, including advertising, personal selling, sales promotion, and public relations. It provides details on the purpose and characteristics of each strategy. Advertising involves disseminating information about products through various media to increase awareness and sales. Personal selling involves face-to-face interactions between a salesperson and customer to make sales and build relationships. Sales promotions use short-term incentives to encourage purchases. Public relations is used to build goodwill and favorable publicity through press releases, community events, and more.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    264 views12 pages

    Chapter 8 - Promotion Strategy

    Uploaded by

    evanaann
    This document discusses different promotion strategies, including advertising, personal selling, sales promotion, and public relations. It provides details on the purpose and characteristics of each strategy. Advertising involves disseminating information about products through various media to increase awareness and sales. Personal selling involves face-to-face interactions between a salesperson and customer to make sales and build relationships. Sales promotions use short-term incentives to encourage purchases. Public relations is used to build goodwill and favorable publicity through press releases, community events, and more.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 12

    Chapter 8

    Promotion
    Strategy

    1. What is Promotion?
    Activities that communicate the merits of
    the product & persuade one to buy it

    Promotion mix, include


    Advertising;
    Personal Selling;
    Sales Promotion; and
    Public Relations

    1.0 Advertising:
    Non-personal presentation & promotion of ideas, goods
    Dissemination of mkg info thru the various media (TV, radio,
    internet)
    To increase & maintain effective demand & help the sale of
    goods & services

    Purpose of Advertising
    Introduce a new product to the market - create awareness
    Help to increase sales of existing products (reminder
    advertising)
    Educate the public on the special feature, characteristic &
    importance of products
    Create or enhance company goodwill & maintain or
    increase public acceptance

    1.0 Advertising:
    Characteristics of Advertising

    Public Presentation
    Confers legitimacy of the product

    Persuasiveness
    Scale of advertisement reflects the sellers size &
    popularity

    Amplified expressiveness
    Opportunity to dramatise the company &its products

    Impersonality
    Less compelling than salesperson (Less persuasive:
    1way comm)

    Able to
    build up LT image, wide coverage at low cost per
    exposure

    2. Personal Selling:
    Personal presentation by the firms sales force for the
    purpose of making sales & building customer
    relationships
    Face-to-face with customer, a source of direct mkt
    feedback on the firms product

    Characteristics of Personal Selling


    Personal Confrontation - Allows immediate adjustment

    Cultivation - Allow cultivation of long term


    relationships
    Response - Potential customer under some obligation
    to respond
    Cost - Most expensive contact tool
    Able to build up buyers preference, conviction &
    action

    2. Personal Selling:
    Personal selling is effective when a
    product:
    Complex & technical in nature
    (Eg.computer system)
    High value (eg. Aircraft, cars..)
    Requires demonstration (eg. Cosmetics,
    filter, utensils)
    Tailor made to the customers requirement
    (eg. Insurance policy)

    3. Sales Promotion:
    Short-term incentives to encourage purchase or
    sales of a product or services
    Rapid Growth of Sales Promotion
    Targeted toward consumer, business & trade
    promotions
    Several factors contributed to the rapid growth:
    Pressures to increase sales;
    Competition & competing brand;
    Advertising efficiency declines, due to rising
    costs &legal restraints;
    Consumers are more deal-oriented, retailers are
    more demanding

    3.0 Sales Promotion


    (cont):

    Selecting Sales-Promotion Tools


    Consumer-Promotion Tools

    Samples
    A small amount of products for trial

    Coupons
    Certificate that gives buyers a saving when they purchase
    a product
    Stimulate sales of a mature brand/promote early trial of
    new brand

    Refund
    Offer to refund part of the purchase price of a product
    Send a proof of purchase to the manufacturer, then get
    a refund

    3.0 Sales Promotion


    (cont):
    Price Packs
    Reduced price that is marked by the producer directly on the
    label
    Can be single packages or two related products banded
    together

    Premiums
    Goods offered either free or at low cost as an incentive to buy
    Eg. Collect points, free products (in/out-pack)

    Patronage rewards
    Cash or other award for the regular use of a certain product
    Eg. Airlines, 10 buys 1 free

    Contests, Sweeptakes, & games


    Give consumers chance to win prizes, cash,...
    Eg. Sweepstakes & game - missing letters...

    3.0 Sales Promotion (cont):


    Trade-Promotion Tools

    Persuade one to carry & promote a brand, give shelf


    space
    Discount
    A straight reduction in price on purchase
    during a stated period of time

    Allowance
    Money paid for an agreement to feature the
    manufacturers product.

    Eg. Free goods, push money, & specialty


    advertising items..

    4.0 Public Relations:


    Build good relations with various publics by getting
    favorable publicity, good image, & handling rumours.
    Press Relations
    Place info in news media to attract
    attention
    Product Publicity
    Publicising specific products
    Public Affairs
    Build & maintain national or local
    community relations

    4.0 Public Relations:


    Lobbying
    Build relations with govrnmt officials to influence
    legislation
    Investor Relations
    Keep relations with shareholders in financial
    community

    Tools
    News; speeches; special events (fireworks show),
    audiovisual
    Corporate identity materials
    E.g. biz card, uniforms, company cars, stationery
    Public service activities

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