"Promotion"

Nama: Yunita Permatasari 
Kelas : 3eb23  
Npm  : 28210788

What is Promotion?

Promotion is one of the primary elements used in the marketing mix. Thus, promotional efforts should work in harmony with product marketing, pricing, and distribution actions that target prospects and customers. When assembling a promotional plan, marketers typically employ one or more of the following five promotional subcategories: personal selling, advertising, sales promotion, direct marketing, and publicity (or public relations).

These communication tools serve as tactics within the promotional plan to accomplish objectives such as:

·         Increasing sales

·         Launching new products

·         Creating and building brand equity

·         Establishing market positioning

·         Retaliating against competition

·         Strengthening brand image

As organizations implement their promotional plan, they also seek to educate consumers, increase consumer demand, and differentiate their products and services in the marketplace (Figure 0).

The Promotional Mix

Increased market segmentation, information technologies, and digital communications have created new ways for promoting products across different media. Today, organizations can create online banner advertisements, social networking websites, blogs, and search engine optimization campaigns to promote their products and services. However, traditional promotional tools such as special events, celebrity endorsements, in-store coupons, and newspapers are also employed to entice customers to purchase goods. For example, retailers often use promotional tactics including discounts, store rebates, free items, contests, and other special offers to drive new sales and repeat purchases.

The promotional tools used to educate customers and generate sales vary depending on the organization’s objective. Because public relations (PR) focuses on influencing and shaping public opinion, PR efforts are useful for building brand value and generating positive stories around products and services. Events, which often generate publicity, can serve long-term objectives for building partnerships with external stakeholders, strengthening customer loyalty and enhancing industry credibility.

However, organizations may choose to use short-term mechanisms such as sales promotions and coupons to generate immediate customer interest and revenue. Direct mailers or email newsletters further support these incentives to prompt customer action and purchases. Print, television, radio, and online advertising can be used to promote all of these activities and drive sales for the organization. These promotional tools are even more effective when built into an integrated marketing communication strategy, since all communications work together simultaneously to multiply consumers’ exposure to brand messaging.

Type of promotion

Promotion includes all activities designed to inform, persuade and influence people when they are making the decision to buy. Promotion is made up of:

Advertising

• non-personal communication transmitted through mass media

Publicity

• free promotion through news stories in newsletters, newspapers, magazines and television

Sales Promotion

• all forms of communication not found in advertising and personal selling, including direct mail, coupons, volume discounts, sampling, rebates, demonstrations, exhibits, sweepstakes, trade allowances, samples and point-ofpurchase displays In designing a promotional plan, clearly spell out:

• Which objectives to use. It is possible to have more than one objective, but it is recommended that a company target its audience or run the risk of losing focus.

• What to say

• Who to say it to

• Criteria used to measure success

Suggestions for Inexpensive Promotion

Some inexpensive, appropriate and effective methods of promotion for the new food processor include advertising through:

• Personal selling

• Product demonstrations

• Direct mail

• Business cards

• Yellow Page listing

• Seminars

• Newsletters

• Contests

• Flyers

• Statement stuffers

• Window banners

• Greeting cards

• Sports team sponsor

• Home parties

• Ethnic services—languages spoken

Of course, one of the best free methods of promotion is good “word of mouth."

Promotion Objectives

The promotion objectives need to be clearly stated and measurable. They must be compatible with the objectives of the company, as well as the competitive and marketing strategies. Objectives vary for different products and different situations. For example, producers must promote differently to brokers than to wholesalers. When promoting to a broker, the producer must promote what he/she wishes the broker to present to the wholesaler. When promoting to a wholesaler, the producer simply wants the wholesaler

to purchase the product. There are five general promotional objectives to choose from. The five types of objectives for promotional activities are1:

• to provide information

• to increase demand

• to differentiate the product

• to accentuate the value of the product

• to stabilize sales

Promotional Strategy

Once the producer has reviewed all the possible promotional tools, he/she must devise a promotional strategy. A promotional strategy should address the following issues:

• What is the goal of the promotion?

• What types of promotion should be used?

• What effect should the promotion have on the customer?

• Which promotion is working?

• Which promotion is not working?

• What are the costs of the promotion compared to the benefits?

 --------------------------------------------------------------------------------------------------------

The sentences

 Present Tense

a.       When assembling a promotional plan, marketers typically employ one or more of the following five promotional subcategories: personal selling, advertising, sales promotion, direct marketing, and publicity (or public relations).

b.      These communication tools serve as tactics within the promotional plan to accomplish objectives such as

c.       Creating and building brand equity

d.      Today, organizations can create online banner advertisements, social networking websites, blogs, and search engine optimization campaigns to promote their products and services.

e.       For example, retailers often use promotional tactics including discounts, store rebates, free items, contests, and other special offers to drive new sales and repeat purchases.

f.       Because public relations (PR) focuses on influencing and shaping public opinion, PR efforts are useful for building brand value and generating positive stories around products and services

g.      Events, which often generate publicity, can serve long-term objectives for building partnerships with external stakeholders, strengthening customer loyalty and enhancing industry credibility.

h.      However, organizations may choose to use short-term mechanisms such as sales promotions and coupons to generate immediate customer interest and revenue.

i.        Direct mailers or email newsletters further support these incentives to prompt customer action and purchases.

j.        For example, producers must promote differently to brokers than to wholesalers.

Ø  Past Tense

1.      Promotion is one of the primary elements used in the marketing mix.

2.      Increased market segmentation, information technologies, and digital communications have created new ways for promoting products across different media.

3.  However, traditional promotional tools such as special events, celebrity endorsements, in-store coupons, and newspapers are also employed to entice customers to purchase goods

4.  The promotional tools used to educate customers and generate sales vary depending on the organization’s objective.

5.      Print, television, radio, and online advertising can be used to promote all of these activities and drive sales for the organization.

6.  These promotional tools are even more effective when built into an integrated marketing communication strategy, since all communications work together simultaneously to multiply consumers’ exposure to brand messaging.

7.      Promotion includes all activities designed to inform, persuade and influence people when they are making the decision to buy.

8.      non-personal communication transmitted through mass media

9.      Which objectives to use. It is possible to have more than one objective, but it is recommended that a company target its audience or run the risk of losing focus

10.  The promotion objectives need to be clearly stated and measurable