PROMOTION

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1.      What is Promotion ?

Promotion is communicating with the public in an attempt to influence them toward buying your products and/or services.

How does promotion differ from advertising? Promotion is the broader, all inclusive term. Advertising is just one specific action you could take to promote your product or service. Promotion, as a general term, includes all the ways available to make a product and/or service known to and purchased by customers and clients.

The word promotion is also used specifically to refer to a particular activity that is intended to promote the business, product or service. A store might advertise that it's having a big promotion on certain items, for instance, or a business person may refer to an ad as a promotion.

Contests and advertising are two examples of popular promotion activities

2. What is Sales Promotion

Sales promotion is the process of persuading a potential customer to buy the product.  Sales promotion is designed to be used as a short-term tactic to boost sales – it is not really designed to build long-term customer loyalty.

Some sales promotions are aimed at consumers.  Others are targeted at intermediaries (such as agents and wholesalers) or at the firm’s sales force.

When undertaking a sales promotion, there are several factors that a business must take into account:

• What does the promotion cost – will the resulting sales boost justify the investment?
• Is the sales promotion consistent with the brand image?  A promotion that heavily discounts a product with a premium price might do some long-term damage to a brand
• Will the sales promotion attract customers who will continue to buy the product once the promotion ends, or will it simply attract those customers who are always on the look-out for a bargain?

There are many methods of sales promotion, including:

• Money off coupons – customers receive coupons, or cut coupons out of newspapers or a products packaging that enables them to buy the product next time at a reduced price
• Competitions – buying the product will allow the customer to take part in a chance to win a prize
• Discount vouchers – a voucher (like a money off coupon)
• Free gifts – a free product when buy another product
• Point of sale materials – e.g. posters, display stands – ways of presenting the product in its best way or show the customer that the product is there.
• Loyalty cards – e.g. Nectar and Air Miles; where customers earn points for buying certain goods or shopping at certain retailers – that can later be exchanged for money, goods or other offers

3.Why do we need promotion ? 

One of method of sales promotin example “Loyalty cards”

Loyalty cards have recently become an important form of sales promotion.They encourage the customer to return to the retailer by giving them discounts based on the spending from a previous visit. Loyalty cards can offset the discounts they offer by making more sales and persuading the customer to come back.  They also provide information about the shopping habits of customers – where do they shop, when and what do they buy?  This is very valuable marketing research and can be used in the planning process for new and existing products.

4.Kind of  Promotion ?

1.   Advertising
• non-personal communication transmitted through mass media .

2.   Public realition

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

3.   Personal selling

• 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

 

Sentences indicating present tense (10)

1.      Some sales promotions are aimed at consumers. 

2.      promotion cost – will the resulting sales boost justify the investment

3.       To provide information

4.       To incrase demand

5.       To accentuate the value of the product

6.      To stabilize sales  

7.      One estimate by the Promotion Marketing Association suggests that in the US alone spending on sales promotion exceeds that of advertising.

8.      These elements are personal selling, advertising, sales promotion, direct marketing, and publicity

9.      marketers offer something of value to those responding generally in the form of lower cost of ownership for purchased product.

10.     To accentuate the value of the product

 

Senteces indicating past tense  

1.       She sent ggoods to her consumers last week

2.        A worker who has been selected for an increase in rank should be aware that this is an good time to engage in negotiations.

3.        the customer must perform some activity in order to be eligible to receive the value proposition  

4.        These responsibilities should not be taken lightly, as most employees look to their supervisors for guidance and examples of appropriate workplace behavior.  

5.       While the delivery of the marketer’s message through television media is certainly labeled as advertising, what is contained in the message, namely the contest, is considered a sales promotion .

6.       Many times with the purchase of a product there is an incentive like discounts, free items, or a contest .

7.         This is to increase the sales of a given product.

8.       Free promotion through news stories in news letters, newspapers, magazines and television.

9.       whether the promotion involves a short-term value proposition (e.g., the contest is only offered for a limited period of time).

10.   Sales promotions are used by a wide range of organizations in both the consumer and business markets.