promotion

1.     Informative Promotion

Informative promotion is attempts to give information about the product, usually in an impressive sounding way. This is often used by the govemment, for example to inform people of new laws informing. Potential costomers must know something about a product if they are to buy at all. A firm with a really new product may not have to do anything but inform consumers about it-and show that it meets consumen needs better that other products. For example, when Mazda introduced its stylish and affordable Miata roadster, the uniqueness of the car simplified the promotion job. Excitement about the product also generated a lot of free publicity in car magazines

2.     Persuasive Promotion

Persuasive promotions aim to encourage customers to make purchase, to switch from rival brands and to create loyalty for the product or brand.

3.      Remending Promotion

Reminding If target customers already have positive attitudes about a firm's marketing mix, a 'reminding' objective might be suitable.  This objective can be extremely important in some cases.  Even though customers have been attracted and sold once, they are still targets for competitors' appeals.  Reminding them of their past satisfaction may keep them from shifting to a competitor.  For example, Campbell realizes that most people know about its soup - so much of its advertising is intended to remind.

Even more useful is a more specific set of promotion objectives that states exactly 'who' you want to inform, persuade, or remind, and 'why'.  But this is unique to each company's strategy - and too detailed to discuss here.

Bottom of Form

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).

What is sales promotion ?

Sales promotion is one of the seven aspects of the promotional mix. (The other six parts of the promotional mix are advertising, personal selling, direct marketing, publicity/public relations, corporate image and exhibitions.) Media and non-media marketing communication are employed for a pre-determined, limited time to increase consumer demand, stimulate market demand or improve product availability. Examples include contests, coupons, freebies, loss leaders, point of purchase displays, premiums, prizes, product samples, and rebates

Sales promotions can be directed at either the customer, sales staff, or distribution channel members (such as retailers). Sales promotions targeted at the consumer are called consumer sales promotions. Sales promotions targeted at retailers and wholesale are called trade sales promotions. Some sale promotions, particularly ones with unusual methods, are considered gimmicks by many.

Sales promotion includes several communications activities that attempt to provide added value or incentives to consumers, wholesalers, retailers, or other organizational customers to stimulate immediate sales. These efforts can attempt to stimulate product interest, trial, or purchase. Examples of devices used in sales promotion include coupons, samples, premiums, point-of-purchase (POP) displays, contests, rebates, and sweepstakes.

Why Do We Need  Promotion ?

because it is central to the promotion of marketing activities. to inform or offer products or services to consumers with the purpose of attracting potential customers to purchase or promotion mengkonsumsinya.Dengan the manufacturer or distributor expects sales gains.