- Informative Promotion
Informative promotions
aim to alert the market about a firm's products, especially new ones. It is
commonly used when promoting existing products
that have been updated.
- Presuasive Promotion
Persuasive
promotions aim to encourage customers to make purchase, to switch from rival
brands and to create loyalty for the product or brand.
- Reminding Promotion
Reminder
promotion are used to retain customer awareness and interest of an established
product.
- What is Promotion?
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. Nearly all organizations, whether for-profit or
not-for-profit, in all types of industries, must engage in some form of
promotion. Such efforts may range from multinational firms spending large sums
on securing high-profile celebrities to serve as corporate spokespersons to the
owner of a one-person enterprise passing out business cards at a local
businessperson’s meeting.
Like
most marketing decisions, an effective promotional strategy requires the
marketer understand how promotion fits with other pieces of the marketing
puzzle (e.g., product, distribution, pricing, target markets). Consequently,
promotion decisions should be made with an appreciation for how it affects
other areas of the company. For instance, running a major advertising campaign
for a new product without first assuring there will be enough inventory to meet
potential demand generated by the advertising would certainly not go over well
with the company’s production department (not to mention other key company
executives). Thus, marketers should not work in a vacuum when making promotion
decisions. Rather, the overall success of a promotional strategy requires input
from others in impacted functional areas.In addition to coordinating general promotion decisions with other business areas, individual promotions must also work together. Under the concept of Integrated Marketing Communication marketers attempt to develop a unified promotional strategy involving the coordination of many different types of promotional techniques. The key idea for the marketer who employs several promotional options (we’ll discuss potential options later in this tutorial) to reach objectives for the product is to employ a consistent message across all options. For instance, salespeople will discuss the same benefits of a product as mentioned in television advertisements. In this way no matter how customers are exposed to a marketer’s promotional efforts they all receive the same information.
-
What is
Sales Promotion?
Sales promotion describes promotional methods using special short-term techniques to persuade members of a target market to respond or undertake certain activity. As a reward, marketers offer something of value to those responding generally in the form of lower cost of ownership for a purchased product (e.g., lower purchase price, money back) or the inclusion of additional value-added material (e.g., something more for the same price).
Sales promotions are often confused with advertising. For instance, a television advertisement mentioning a contest awarding winners with a free trip to a Caribbean island may give the contest the appearance of advertising. 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. The factors that distinguish between the two promotional approaches are:1. whether the promotion involves a short-term value proposition (e.g., the contest is only offered for a limited period of time), and2. the customer must perform some activity in order to be eligible to receive the value proposition (e.g., customer must enter contest).
The inclusion of a timing constraint and an activity requirement are hallmarks of sales promotion.Sales promotions are used by a wide range of organizations in both the consumer and business markets, though the frequency and spending levels are much greater for consumer products marketers. One estimate by the Promotion Marketing Association suggests that in the US alone spending on sales promotion exceeds that of advertising.-
Why do we need Promotion?The best way to promote some product,service... is the quolity of the product.So if we would forbid all ways of promotin for all things on the market i think only then we wolud know which products are really good.Because we live in the world where people would not know how to live whit out(all kinds of products) so they would purchase them all the same, only this time whit out us (mkt. menagers) spending millions of $ on adds that dont influnce the cunsumers in any way...whit out the adds cunsumation woul not fall
-
