1 promotion. 2 promotion communication by marketers that informs, persuades, and reminds potential...
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PROMOTION
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Promotion
Communication by marketers
that informs, persuades, and
reminds potential buyers of a
product in order to influence an
opinion or elicit a response.
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Promotional Mix
Combination of promotion tools
used to reach the target market
and fulfill
the organization’s
overall goals.
AdvertisingAdvertising
Public RelationsPublic Relations
Sales Promotion Sales Promotion
Personal SellingPersonal Selling
Word-of-MouthWord-of-Mouth
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Advertising
Impersonal, one-way
mass communication
about a product or organization
that is
paid for by a marketer.
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Advertising Media
Traditional Advertising Media
Traditional Advertising Media
ElectronicAdvertising Media
ElectronicAdvertising Media
Television Radio Newspapers Magazines Books Direct mail Billboards
Internet Electronic mail Interactive video
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Advertising
AdvantagesAdvantages
Reach large number of people
Low cost per contact
DisadvantagesDisadvantages
Total cost is high
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Public Relations
Public information about a
company, good, or service
appearing in the mass media as a
news item, which is free to the
company.
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Public Relations
AdvantagesAdvantages Publicity is free;
advertising is not Can be used to create a
positive image within the community
Viewed as being more credible or believable than advertising
DisadvantagesDisadvantages
Give up much of your control of your message
Not all publicity is positive
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Sales Promotion Free samplesFree samples
ContestsContests
Trade ShowsTrade Shows
Vacation GiveawaysVacation Giveaways
CouponsCoupons
Popular ToolsPopular Toolsforfor
Consumer SalesConsumer SalesPromotionPromotion
Popular ToolsPopular Toolsforfor
Consumer SalesConsumer SalesPromotionPromotion
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Sales Promotion
AdvantagesAdvantages Unique and has special
appeal to a potential customer
Helps build customer loyalty
DisadvantagesDisadvantages Difficult to end without
the customers becoming dissatisfied
Store image and sales can suffer if the promotion is not properly planned and managed
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Personal Selling
Planned presentation to
one or more prospective buyers
for the purpose
of making a sale.
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Personal Selling
AdvantagesAdvantages
Person contact with customer
Can track success
DisadvantagesDisadvantages
On a per contact basis, personal selling is the most expensive form of promotion
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Characteristics of Advertising
Communication Mode Communication Mode
Communication ControlCommunication Control
Feedback AmountFeedback Amount
Feedback SpeedFeedback Speed
Message Flow DirectionMessage Flow Direction
Message Content ControlMessage Content Control
Sponsor IdentificationSponsor Identification
Reaching Large Audience Reaching Large Audience
Message FlexibilityMessage Flexibility
AdvertisingAdvertisingAdvertisingAdvertising
Indirect and non-personal Indirect and non-personal
LowLow
LittleLittle
DelayedDelayed
One-wayOne-way
YesYes
YesYes
Fast Fast
Same message to all audiencesSame message to all audiences
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Characteristics of Public Relations
Communication Mode Communication Mode
Communication ControlCommunication Control
Feedback AmountFeedback Amount
Feedback SpeedFeedback Speed
Message Flow DirectionMessage Flow Direction
Message Content ControlMessage Content Control
Sponsor IdentificationSponsor Identification
Reaching Large Audience Reaching Large Audience
Message FlexibilityMessage Flexibility
Public RelationsPublic RelationsPublic RelationsPublic Relations
Usually indirect, non-personal Usually indirect, non-personal
Moderate to lowModerate to low
LittleLittle
DelayedDelayed
One-wayOne-way
NoNo
NoNo
Usually fast Usually fast
Usually no direct controlUsually no direct control
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Characteristics of Sales promotion
Communication Mode Communication Mode
Communication ControlCommunication Control
Feedback AmountFeedback Amount
Feedback SpeedFeedback Speed
Message Flow DirectionMessage Flow Direction
Message Content ControlMessage Content Control
Sponsor IdentificationSponsor Identification
Reaching Large Audience Reaching Large Audience
Message FlexibilityMessage Flexibility
Sales PromotionSales PromotionSales PromotionSales Promotion
Usually indirect and non-personal Usually indirect and non-personal
Moderate to lowModerate to low
Little to moderateLittle to moderate
VariesVaries
Mostly one-wayMostly one-way
YesYes
YesYes
Fast Fast
Same message to varied targetSame message to varied target
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Characteristics of Personal Selling
Communication Mode Communication Mode
Communication ControlCommunication Control
Feedback AmountFeedback Amount
Feedback SpeedFeedback Speed
Message Flow DirectionMessage Flow Direction
Message Content ControlMessage Content Control
Sponsor IdentificationSponsor Identification
Reaching Large Audience Reaching Large Audience
Message FlexibilityMessage Flexibility
Personal SellingPersonal SellingPersonal SellingPersonal Selling
Direct and face-to-face Direct and face-to-face
HighHigh
MuchMuch
ImmediateImmediate
Two-wayTwo-way
YesYes
YesYes
Slow Slow
Tailored to prospectTailored to prospect
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Goals and Tasks of Promotion
InformingInforming RemindingReminding
PersuadingPersuading
TargetAudienceTarget
Audience