Promotion involves communicating information about a product, service, or organization to potential customers and stakeholders. The main purposes of promotion are to create awareness, generate interest, and persuade customers. When planning a promotion strategy, companies must decide on objectives, promotional mix, media selection, messaging, and campaign timing and intensity. The four main promotional tools are advertising, personal selling, sales promotion, and publicity. Advertising involves paid messages through various media channels. Personal selling involves face-to-face communication between a seller and buyer. Sales promotion uses incentives to stimulate short-term sales. Publicity utilizes unpaid mentions in media. Effective promotion requires determining target markets based on factors like population, income levels, and transportation costs. Joint promotion by private

1. PROMOTIONAL
TECHNIQUES

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. 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. AIMS:-
• Inform about product and services
• Inform changes in the product
• Generate interest
• Persuade customers

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. PROMOTION MIX
• Four tools:
1. Advertising
2. Personal selling
3. Sales promotion
4. publicity

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. 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. • Different kinds of publicity
a) Media :
- Press release
- Conference
- Presentations
- articles

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. 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. 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. • Process:
- Find prospects
- Approach
- Presentation
- Close sale
- After sale service

14. QUALITIES OF A GOOD SALES MAN
 Physical qualities
 Social qualities
 Mental qualities
 Other qualities

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. 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. 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. • 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. • Tourism promotion include the cost of
staffing and operating overseas sales
offices, advertising, sales promotion and
public relations

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. 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. 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. THANK YOU……………..