promotion

promotion

• Promotion is a form of corporate communication that uses various methods to reach a targeted audience with a certain message in order to achieve specific organizational objectives.

Promotion defintions:

• promotion is communicating with the public in an attempt to influence them toward buying your products and/or services.

• It is not enough for a business to have good products sold at attractive prices. To generate sales and profits, the benefits of products have to be communicated to customers. In marketing, this is commonly known as "promotion".

Promotion definition:

التي " • الجهود بأنه المبيعات ترويج يعرفوهو مبيعاتها تنشيط بقصد البيع منشآت تبذلهابذلك وهي استراتيجية منها أكثر تكتيكية عملية

تأثير ألحداث عادة تطبق فهي اإلعالن عكسال عادة التأثير وهذا المبيعات حجم على فوري

ما وعادة طويلة لفترة استمراره يتوقعاألجل قصيرة المشاكل مع للتعامل يستخدم

من بمخزون االحتفاظ مشاكل لمعالجةالكساد موسم خالل الطلب وتنشيط المنتجات

تقادمت . التي السلع بيع على العمل أو

Promotion definition:

• The most obvious objective marketers have for promotional activities is to convince customers to make a decision that benefits the marketer (of course the marketer believes the decision will also benefit the customer). For most for-profit marketers this means getting customers to buy an organization’s product and, in most cases, to remain a loyal long-term customer. For other marketers, such as not-for-profits, it means getting customers to increase donations, utilize more services, change attitudes, or change behavior (e.g., stop smoking campaigns).

Objectives of Marketing Promotions

• The possible objectives for marketing promotions may include the following:

• Build Awareness • Create Interest • Provide Information • Stimulate Demand • Reinforce the Brands

Objectives of Marketing Promotions

• A business' total marketing communications programme is called the "promotional mix" and consists of a blend of advertising, personal selling, sales promotion and public relations tools.

• Promotion mix cosist of:

Promotion Mix

• Advertising: Any paid form of non-personal communication of ideas or products in the "prime media": i.e. television, newspapers, magazines, billboard posters, radio, cinema etc. Advertising is intended to persuade and to inform. The two basic aspects of advertising are the message (what you want your communication to say) and the medium (how you get your message across)

Promotion Mix

• 2. Personal Selling• Oral communication with potential buyers

of a product with the intention of making a sale. The personal selling may focus initially on developing a relationship with the potential buyer, but will always ultimately end with an attempt to "close the sale".

Promotion Mix

3. Sales Promotion Providing incentives to customers or to

the distribution channel to stimulate demand for a product.

4. Publicity The communication of a product, brand

or business by placing information about it in the media without paying for the time or media space directly. otherwise known as "public relations" or PR.

Promotion Mix

5. Direct marketing : Direct communications with carefully targeted individual consumers to obtain an immediate response and cultivate lasting customer relationships.

Promotion Mix

Promotion Mix

• Setting the promotion mix:1. you must always define your total budget first

(generally defined in the Marketing and/or Business Plan).

2. decide upon the best way to leverage the different elements of the mix to maximize the return on your investment.

3. You will balance the various parts of the mix to not only create an integrated approach to your marketing communications but you must also devote enough resources for each component to be successful.

Promotion Mix

• Choosing a target market and formulating the most appropriate promotion mix to influence it.

• decide what you want to accomplish with your promotional strategy. This means establishing objectives that are very specific based on what you want the outcome of your strategy to be. Objectives should have the following characteristics:

promotional strategy  

• 1. They should identify who you are trying to reach.

2. They should state how much change you want to accomplish through your promotion.

3. They should state how much time it will take to accomplish your objectives.

4. They should state what you want people to do because of your promotion.

• There are three types of sales promotion strategies:1. A push strategy 2. A pull strategy or 3. A combination of the two

promotional strategy  

• "Push or Pull"?• Marketing theory distinguishes between two main kinds of

promotional strategy - "push" and "pull".• Push• A “push” promotional strategy makes use of a company's sales

force and trade promotion activities to create consumer demand for a product.

• The producer promotes the product to wholesalers, the wholesalers promote it to retailers, and the retailers promote it to consumers.

• A good example of "push" selling is mobile phones, where the major handset manufacturers such as Nokia promote their products via retailers such as Carphone Warehouse. Personal selling and trade promotions are often the most effective promotional tools for companies such as Nokia - for example offering subsidies on the handsets to encourage retailers to sell higher volumes.

promotion- push and pull strategies

• A "push" strategy tries to sell directly to the consumer, bypassing other distribution channels (e.g. selling insurance or holidays directly). With this type of strategy, consumer promotions and advertising are the most likely promotional tools.

• Pull• A “pull” selling strategy is one that requires high

spending on advertising and consumer promotion to build up consumer demand for a product.

• If the strategy is successful, consumers will ask their retailers for the product, the retailers will ask the wholesalers, and the wholesalers will ask the producers.

promotion- push and pull strategies

• A good example of a pull is the heavy advertising and promotion of children's’ toys – mainly on television. Consider the recent BBC promotional campaign for its new pre-school programme – the Fimbles. Aimed at two to four-year-olds, 130 episodes of Fimbles have been made and are featured everyday on digital children's channel CBeebies and BBC2.

promotion- push and pull strategies

• Some of the most common methods used in sales promotion strategies include:

-Coupons -Price discounting -Gift with purchase offers -Sweepstakes -Sampling -Mail in offers and rebates -Refund and premium offers -Group promotions -Frequent user/loyalty incentives -Point-of-sale displays

Methods of sales promotion

• www.davedolak.com

• www.tutor2u.net

• www.wisegeek.com/what-is-a-promotion-mix.htm

• http://tutor2u.net/business/marketing/promotion_pushpull.asp

• http://web1.msue.msu.edu/imp/modtd/33710086.html

• http://www.smallbusinessbible.org/salespromotionstrategy.html

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