Basics of Promotion Explained
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This document defines promotion as communication with current and future consumers about a company's products and services using activities like advertising, personal sales, sales promotion, publicity, and direct marketing. The objectives of promotion are to build awareness, persuade consumers, and remind them in order to encourage purchasing. Promotion is important because it can increase sales, employment, and consumers' standard of living. The key elements of promotion discussed are advertising, personal sales, sales promotion, publicity/public relations, and direct marketing. The promotional mix combines these elements based on factors like the product/market nature, product lifecycle, budget, and consumer readiness.
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Basics of Promotion Explained
- 1. Prof. Savica Dimitrieska BASICS OF PROMOTION
- 2. 1. WHAT IS PROMOTION?
- 3. Definition for promotion Measures and activities to support, encourage and increase sales!
- 4. Definition for promotion Part of a marketing mix aimed to inform, persuade and remind consumers about company’s products and services!
- 5. Definition for promotion Communicating consumers in order to build awareness and provoke interest in buying products!
- 6. Definition for promotion Communication with current and future consumers on company’s products and services!
- 7. Definition for promotion Activities of the company (advertising, personal sales, sales promotion, publicity, direct marketing) for communicating the right consumers at the right time and at the right price!
- 8. Definition for promotion The company communicates its products, services, brands, ideas Informs Persuades Reminds Consumers take actions and buy products
- 9. Objectives of promotion Building awareness Persuasion Reminding consumers Comparing products Launcing new product New way of usage Frequent purchases Loyalty Long-term relations Building image
- 10. Objectives of promotion Awareness – getting to know the company and its products Arousing interest– persuading the consumers to fullfil their needs of products Providing information – features and benefits of products and services Encouraging demand – product trial, more frequent purchases Brand strenghtening – building long-term relations and loyalty
- 11. Objectives of promotion Specific Measurable Achievable Realistic Timed
- 12. Importance of the promotion Increases sales Employment Acceleration of sales Higher living standard
- 13. 2. ELEMENTS OF PROMOTION
- 14. Elements of the promotion Advertising Personal Sales Sales Promotion Publicity and Public Relations Direct Marketing
- 15. Characteristics of promotion elements Advertising Paid form of impersonal presentation of products, services, ideas from a known sponsor Characteristics -Public presentation -Repeatability -Ability to highlight certain features of products -Not binding
- 16. Characteristics -Personal meeting -Building relationships -Offering and asking for answers Characteristics of promotion elements Personal Sales Establishing personal contact between the company and consumers
- 17. Characteristics -Instant purchases -Short-term initiatives -Encouraging and calling consumers Characteristics of promotion elements Sales Promotion Short-term stimulation of buyers to buy a product
- 18. Characteristics -Reliability -Big range of consumers -Special highlighting of products’ features Characteristics of promotion elements Publicity and Public Reltaions Unpaid form of promotion of products through a third party
- 19. Characteristics -Time and money savings -Messages directed to a certain person -Interactive promotional tool Characteristics of promotion elements Direct Marketing Direct communication via e-mail, web, online posters, phones.....
- 21. Promotional mix Combination of elements of promotion for better market positioning!
- 22. Factors that influence the promotional mix 1. Nature of the product (industrial,consumer goods)
- 23. Factors that influence the promotional mix 2. Nature of the market (number and location of consumers)
- 24. Factors that influence the promotional mix 3. Lyfe cycle of the product (introduction, maturity, decline)
- 25. Factors that influence the promotional mix 4. Avaliable budget
- 26. Factors that influence the promotional mix 5. Special features of the promotional elements!
- 27. Factors that influence the promotional mix 6. Readiness of the consumers to buy the products and services!
- 28. Questions Definition of promotion Promotion objectives Importance of promotion Elements of promotion Promotional mix