PROMOTIONAL
TECHNIQUES
WHAT IS PROMOTION?
• Promotion is an element of the marketing
mix .
• All communication from the marketer to the
environme...
PURPOSE
• Create awareness
• Make a favourable environment, that
means:
- customers buy product
- Employee prefer to work ...
AIMS:-
• Inform about product and services
• Inform changes in the product
• Generate interest
• Persuade customers
5 DECISIONS TO MAKE
PROMOTION PLANNING
• Objective of promotion
• Choice of mix
• Selection of media
• Formulation of mess...
PROMOTION MIX
• Four tools:
1. Advertising
2. Personal selling
3. Sales promotion
4. publicity
1. Advertising
• Advertisements are paid non personal form of presenting
information regarding a product or service or ide...
2. Publicity
• It is an unpaid form of promotion. It refers
to the mention of product or service in any
published media li...
• Different kinds of publicity
a) Media :
- Press release
- Conference
- Presentations
- articles
b) Oral: the way of mouth publicity and it
is very effective. The message pass
through:-
- Intimate family
- Personal frie...
c) Public relations : is the deliberate, planned and
sustained efforts to establish and maintain
mutually beneficial relat...
3. Personal selling
• Personal selling implies face to face
communication between a seller and a
buyer.
• Features
- Perso...
• Process:
- Find prospects
- Approach
- Presentation
- Close sale
- After sale service
QUALITIES OF A GOOD SALES MAN
 Physical qualities
 Social qualities
 Mental qualities
 Other qualities
4. Sales promotion
• It is the process of stimulate sales by offering
several incentives .it is mainly stimulate short ter...
AREAS FOR PROMOTION
• Proximity of destination area to the market
area- a plus factor
• The nearer the tourist destination...
Other important factors :-
• Effective buying income
• Income per capita
• Income per household
• Net cash income
• Study ...
• How does the tourism promotional
organization decide on where it should
spend how much in what market areas?
• How much ...
• Tourism promotion include the cost of
staffing and operating overseas sales
offices, advertising, sales promotion and
pu...
• The statistical approach to pinpoint
overseas travel markets depend on:
1. Number of persons
2. Effective buying income
...
ORGNIZATIONS OF PROMOTION
PROGRAMME
• To achieve greatest impact, all marketing
efforts should be closely knit
• Sales eff...
JOINT PROMOTION
• Experience indicates tourism promotion on a state
or country basis best accomplished by
cooperative effo...
THANK YOU……………..
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Nee(titto sunny)

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Nee(titto sunny)

  1. 1. PROMOTIONAL TECHNIQUES
  2. 2. WHAT IS PROMOTION? • Promotion is an element of the marketing mix . • All communication from the marketer to the environment regarding the marketing org: or regarding the product is a promotional activity.
  3. 3. PURPOSE • Create awareness • Make a favourable environment, that means: - customers buy product - Employee prefer to work for org: - Suppliers be happy to provide raw materials - Financiers offer finance for operation
  4. 4. AIMS:- • Inform about product and services • Inform changes in the product • Generate interest • Persuade customers
  5. 5. 5 DECISIONS TO MAKE PROMOTION PLANNING • Objective of promotion • Choice of mix • Selection of media • Formulation of message • Timing and intensity of campaign
  6. 6. PROMOTION MIX • Four tools: 1. Advertising 2. Personal selling 3. Sales promotion 4. publicity
  7. 7. 1. Advertising • Advertisements are paid non personal form of presenting information regarding a product or service or idea. • Message passed through media. Such as, - Newspapers - Magazines - Journals - Radio - Television - Posters - Hoardings - Cinema slides etc..
  8. 8. 2. Publicity • It is an unpaid form of promotion. It refers to the mention of product or service in any published media like newspapers or trade journals. • Intended to cover wide and extensive gamut of people
  9. 9. • Different kinds of publicity a) Media : - Press release - Conference - Presentations - articles
  10. 10. b) Oral: the way of mouth publicity and it is very effective. The message pass through:- - Intimate family - Personal friends - Professional colleagues - Retailers representatives - Producers representatives
  11. 11. c) Public relations : is the deliberate, planned and sustained efforts to establish and maintain mutually beneficial relationships between organisation and public. • Tools - journals/ news letters - Sponsored visit - Sponsorship activities - Special drivers - Interest group meetings
  12. 12. 3. Personal selling • Personal selling implies face to face communication between a seller and a buyer. • Features - Personal communication - Oral messages - Flexible - Contact with limited number of people
  13. 13. • Process: - Find prospects - Approach - Presentation - Close sale - After sale service
  14. 14. QUALITIES OF A GOOD SALES MAN  Physical qualities  Social qualities  Mental qualities  Other qualities
  15. 15. 4. Sales promotion • It is the process of stimulate sales by offering several incentives .it is mainly stimulate short term sales. • Sales promotion techniques: - Point of purchase - Trade shows - Samples - Premiums - Coupons - After sale services
  16. 16. AREAS FOR PROMOTION • Proximity of destination area to the market area- a plus factor • The nearer the tourist destination is to its major market, the more likely it is to attract large numbers of visitors • Prime target area for promotion- the area of greatest population density nearest to the vacation area
  17. 17. Other important factors :- • Effective buying income • Income per capita • Income per household • Net cash income • Study of the break down of cash income by various income groups • Growth pattern in these markets
  18. 18. • How does the tourism promotional organization decide on where it should spend how much in what market areas? • How much of the budget should be spend? • Answer: based solely on the statistical information in the market intelligence system
  19. 19. • Tourism promotion include the cost of staffing and operating overseas sales offices, advertising, sales promotion and public relations
  20. 20. • The statistical approach to pinpoint overseas travel markets depend on: 1. Number of persons 2. Effective buying income 3. Buying power index 4. Cost of transportation
  21. 21. ORGNIZATIONS OF PROMOTION PROGRAMME • To achieve greatest impact, all marketing efforts should be closely knit • Sales efforts- 3 major components 1. Media promotion 2. Specific marketing activities 3. Public relations work
  22. 22. JOINT PROMOTION • Experience indicates tourism promotion on a state or country basis best accomplished by cooperative effort of private industry and government • Joint promotion by private interests and official tourist organization- an effective and efficient procedure • Private + government funds = Quasi- governmental association • Eg: Hawaii Visitors Bureau
  23. 23. THANK YOU……………..
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