What is promotion?• Any form of communication of a business or organization uses to inform, persuade, or remind people about its products.• Attention• Attention• Attention Attention Attention
The Promotional Mix is acombination of the different types of promotion.
Two types of promotion• Product Promotion – Type of promotion that a business uses to convince potential customers to buy products from them and not their competitors.• Institutional Promotion – Type of promotion that a business uses to create a favorable image for itself.
Four basic types of promotion….• Personal selling• Advertising• Sales promotion• Public relations
What is the largest form of promotion?• Personal Selling! – This type of promotion requires contact with potential buyers
Advertising….• Any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor.
Features• Matter of record• Non personal communication• Persuasion of buyers• Paid form of publicity• Identifiable with the sponsor
Advantage2.It increases sales volume3.Increases net profit4.Stabilized the sales volume5.Controls product price
Sales Promotion• All marketing activities, other than personal selling, advertising, and public relations is called….
• It only under taken during certain period .• Suppliment promotion efforts of advertising and personal selling• Quicker result• Give allowances , deductions etc , by manufactures help the retailer to have fair margin of profit for themselves• Helps to generate great sales volume to the sellers
Advantage• Stimulate the customers an attitude towards the product• Give direct inducement to the consumers to take immediate action
Public Relations• Any activity designed to create a favorable image toward a business, its products or its policies.
• An effect indirect communication channel for promoting the sales of the firm’s product• PR refers to an effort to create a favorable attitude towards the products, service and the firm among employees , shareholders ,the government and the society at large .
Advantage• Like advertising , salesmanship, sales promotion and publicity , PR also influence the customer to buy firms product• Cost is less• Create good image• Credibility of products
Publicity• A specific kind of public relations that involves placing positive and newsworthy information about a business, its products, or its policies in the media is called…..
Publicity• Advantage… – It is free! – Valuable suppliment to advertising – Valuable information
What do they do?• Advertising – Creates awareness of a business’s product• Public Relations – Creates a favorable image for the business itself• Sales Promotion – Efforts stimulate sales• Personal Selling – Builds on all of the other efforts by helping customers complete the sale