That is the Promotion is a form of corporate
communication that uses various methods to reach a targeted audience with a
certain message in order to achieve specific organizational objectives.It
is no longer enough for a business to have great products. Lots of businesses have those too. Customers
need to know about a great product and be persuaded to buy. role of promotion.
the basic purpose of the
implementation of the promotion is to influence consumers into buying the
product seller. A promotion held without whose objective is tantamount to
performing work in vain. Promotional purposes is fundamental in making the
overall promotional program will be run by the company in order to achieve what
he wanted, and then will follow the next steps. Virtually every company that
has a promotional program when seen obviously that the objectives of the
promotion of each are often not equal to each other. However, in general, a
campaign whose objective are as follows:
Promotion is all about communication. Why because promotion is the
way in a business makes its products known to the customers, both current and
potential.The main aim of promotion is to ensure that customers are aware of the existence and positioning of products. Promotion is also
used to persuade customers that the product is better than competing products and to
remind customers about why they may want to buy.
It is a common mistake
to believe that promotion by business is all about advertising. It isn’t.
There are a variety of approaches that a business can take to get their message
across to customers, although advertising is certainly an important one. It is
important to understand that a business will use more than one method of
promotion. The variety of promotional methods used is referred to as the promotional mix.
The main methods of promotion are:
·
Advertising
·
Public
relations & sponsorship
·
Personal
selling
·
Direct
marketing
·
Sales
promotion
Promotional activities have a variety
of aims:
·
To
inform current and potential customers about the existence of products
·
To
explain the potential benefits of using the product
·
To
persuade customers to buy the product
·
To
help differentiate a product from the competition
·
To
develop and sustain a brand
·
To
reassure customers that they have made the right choice
The way in which promotion is
targeted is traditionally split into two
types:
àAbove the line promotion – paid for communication in the
independent media e.g. advertising on TV or in the newspapers. Though it
can be targeted, it could be seen by anyone outside the target audience.
Advertising is the main methods of above-the-line promotion.
àBelow the line promotion – promotional activities where
the business has direct control e.g. direct mailing and money off
coupons. It is aimed directly at the target audience.
Sales
promotion is one level or type of marketing aimed either at the consumer or at
the distribution channel (in the form of sales-incentives). It is used to
introduce new product, clear out inventories, attract traffic, and to lift sales
temporarily. It is more closely associated with the marketing of products than
of services.
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.
The American
Marketing Association (AMA), in its Web-based "Dictionary of Marketing
Terms," defines sales promotion as "media and nonmedia marketing
pressure applied for a predetermined, limited period of time in order to
stimulate trial, increase consumer demand, or improve product
availability." Business pundits and academic students of business have
developed almost fancifully sophisticated views of sales promotion. In
down-to-earth terms it is a way of lifting sales temporarily by appealing to
economic motives and impulse-buying behavior.
Kinds of Promotion , 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. 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 chief
tools of sales promotion are discounts ("sales"), distribution of
samples and coupons, the holding of sweepstakes and contests, special store
displays, and offering premiums and rebates. All of these techniques require
some kind of communication. Thus sales promotion and advertising are difficult
to distinguish.
1.
Appearance:
One important goal of the campaign
is the promotion must be able to deliver a number of prospective buyers barely
pads intended or targeted, so companies have to choose which one can be
achieved to the target buyers. In order to consider this apparition the
following steps:
-Determining
the prospective buyers in the target or the target.
-Determine
the number of prospective buyers intended.
-Selecting
the most appropriate media to reach prospective buyer.
2.
Attention:
Promotion should be able to attract
the attention of consumers ateu prospective buyers to go, but it is often very
difficult to attract the attention of prospective buyers promotion we did
caused so much promotion done also by other companies, so that the attention of
prospective buyers not only focused on the campaign carried out by the company
which includes a number of other edvertensi, sales promotion and other
promotional efforts. So the company faced the problem of how to keep the
campaign carried out by other companies.How that can be done to attract the
attention of prospective buyers such as providing links to a particular event,
the use of people who are already popular in the eyes of the reklamenya,
highlight what is more a privilege of products that are not found in other
products, and so forth.
3.
Understanding:
Other promotional purposes of
promoting an understanding was reached on a prospective buyer interprets the
message reached him. Prospective buyers often can not understand the promotion
are not well planned or can attract attention, sometimes a change of media used
can cause the message is not clear that the changing use of media we should
also involve whether the necessary changes to the message. Thus, companies must
be sure that the message was clearly conveyed through the media and to attract
attention, as many companies promoting various products, many potential buyers
are interested, remember and understand some of the many promotional campaigns
that exist.
4. Attitude
Change:
After the promotion can be
understood by potential buyers, the company expects a response from prospective
buyers of the campaign. Each company 'must adjust to their product promotion to
be able to change the attitude of potential buyers of its target, such as a
change order to divert the buyer purchases from another company's products to
the products produced by the company.Many companies use advertisements to
change the attitude of prospective buyers projecting, advertisements may not
necessarily lead to the majority of buyers for immediate purchase.
5. Action:
In accordance with the ultimate goal
of the campaign is to improve the company's results through increased sales
results, the most important purpose of the promotion is to be able to induce
action from prospective buyers of its target, because it indicates the success
or failure of a campaign.
Present Tense Sentences
1. Promotion is a form of corporate communication that uses
various methods to reach a targeted audience with a certain message in order to
achieve specific organizational objectives.
2.
Lots of
businesses have those too. Customers need to know about a great
product and be persuaded to buy. That
is the role of promotion.
3. Promotional purposes is fundamental in making the overall promotional program will be run
by the company
4. Promotion
is all about communication.
5. because promotion is the way in a business makes its
products known to the customers
6. There are a variety of approaches that a
business can take to get their message across to customers, although
advertising is certainly an important one
7. Sales
promotion is one level or type of marketing aimed either at the consumer or at the distribution channel (in the
form of sales-incentives).
8.
Many
companies use advertisements to
change the attitude of prospective buyers projecting
9. In
down-to-earth terms it is a way of lifting sales temporarily by appealing to economic motives and impulse-buying
behavior.
10. It is aimed directly at the target audience.
Past Tense Sentences
1. A promotion held without whose
objective is tantamount to performing work in vain
2. in order to
achieve what he wanted, and then
will follow the next steps
3. The American Marketing Association (AMA), in its
Web-based "Dictionary of Marketing Terms," defines sales promotion as
"media and nonmedia marketing pressure applied for a predetermined, limited period of time in order to
stimulate trial
4.
In accordance with the ultimate goal of
the campaign is to improve the company's results
through increased sales results
5. One important
goal of the campaign is the promotion must be able to deliver a number of
prospective buyers barely pads intended
or targeted
6. so companies
have to choose which one can be achieved
7. we did
caused so much promotion done also by other companies
8. Other
promotional purposes of promoting an understanding
was reached on a prospective buyer interprets the message reached him
9. After the
promotion can be understood by
potential buyers
10. Above the line promotion – paid for communication in the
independent media e.g. advertising on TV or in the newspapers. Though it
can be targeted
