Small introduction about promotion

1. PROMOTION

2. PROMOTION
DEFINITION :-
Promotion refers to raising customer awareness of a product
or brand, generating sales, and creating brand loyalty. It is
one of the four basic elements of the market mix, which
includes the four P's: price, product, promotion, and place.
To generate sales and profits, the benefits
of products have to be communicated to
customers. In marketing this is commonly known
as “promotions”.

3. Promotion Techniques
Promoting your business can take many different forms.
You can promote it online and offline. Promotion is
a very important part of every business
imaginable. If you don't promote it, how are
customers supposed to know about it? Here are
some very effective ways to promote your
product or service.
 BUSINESS CARDS
 PRESS RELEASES
 ORGANIZATIONS
 NEWS LETTERS
 FREE STUFF
 WEBSITE

4. The factors that guide a marketer’s
decision in selecting a promotion mix
are :-
 Nature of the product market.
 Overall marketing strategy.
 Buyer readiness stage.
 Product life cycle stage.

5. Six main Promotion Tactics
1. ADVERTISING
2. SALES PROMOTION
3. PUBLIC RELATIONS
4. PERSONAL SELLING
5. PUBLICITY
6. DIRECT MARKETING

6. ADVERTISING
Kotler and Armstrong provide an alternative
definition:-
"Advertising is any paid form of non-personal
presentation and promotion of ideas, goods and
services through mass media such as newspapers,
magazines, television or radio by an identified
sponsor".

8. SALES PROMOTION
“An activity designed to boost the sales of a product or service.
It may include an advertising campaign, increased PR activity,
a free-sample campaign, offering free gifts or trading stamps,
arranging demonstrations or exhibitions, setting up
competitions with attractive prizes, temporary price
reductions, door-to-door calling, telemarketing, personal
letters on other methods”.
More than any other element of the promotional mix, sales
promotion is about “action”. It is about stimulating customers
to buy a product. It is not designed to be informative – a role
which advertising is much better suited to.

10. PUBLIC RELATIONS
“The planned and sustained effort to
establish and maintain goodwill
and mutual understanding between
an organisation and its publics”.
Public relations activities include,
press releases. company literature,
videos, websites and annual
reports.

11. PERSONAL SELLING
Personal selling is oral communication with potential buyers of a
product with the intention of making a sale. The personal
selling may focus initially on developing a relationship with the
potential buyer, but will always ultimately end with an
attempt to "close the sale“
Personal selling is one of the oldest forms of promotion. It involves
the use of a sales force to support a push strategy
(encouraging intermediaries to buy the product) or a pull
strategy (where the role of the sales force may be limited to
supporting retailers and providing after-sales service).

13. PUBLICITY
Publicity refers to nonpersonal communi-cations
regarding an organization , product , service , or
idea not directly paid for or run under identified
sponsorship .it usually comes in the form of news
story , editorial , or announcement about an
organization and/or its products and services.
Techniques used to gain publicity include news
releases , press conferences , feature articles ,
photographs , films , and videotapes.

15. DIRECT MARKETING
Direct marketing is concerned with establishing an individual
relationship between the business offering a product or service
and the final customer.
Direct marketing has been defined by the Institute of Direct
Marketing as:
“The planned recording, analysis and tracking of customer
behaviour to develop a relational marketing strategies”.
The process of direct marketing covers a wide range of
promotional activities, These include:
• Direct-response adverts on television and radio
• Mail order catalogues
• E-commerce
• Magazine inserts
• Direct mail
• Telemarketing

17. OBJECTIVES FOR PROMOTION
• BUILD AWARENESS.
• CREATE INTEREST.
• PROVIDE INFORMATION.
• STIMULATE DEMAND.
• REINFORCE THE BRAND.