Promotional Activities
PROMOTIONAL ACTIVITIES
Description also available in video format (attached
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Introduction
· Promotion is a type of marketing communication technique
· It is aimed at customers to buy or use a product/service
by
o
Informing
o
Influencing
o
& Persuading the customer
· All over it includes the communication about a product or
service
· It is also an element in the marketing mix
Uses
& Aims of Promotion
·
Uses
o
Increase sales
o
Attract new customers
o
Encourage trials
o
Create awareness
o
Create an image
o
Position a product
o
Encourage brand switching
o
Change attitudes
o
Remind potential customers
·
Aims
o
To ensure that the customers are aware of the
existence and positioning of the product
o
Too persuade customers that the product is
better than competing products
o
To remind customers about why they may want
to buy
Promotional
Activities
·
Advertising
o
Paid for communication
o
Used to done through different modes like
§ Television
§ Radio
§ Newspaper
§ Cinema
o
Consumer subjected to many advertising
messages each day
o
Advantages involves
§ Wide coverage
§ Control of message
§ Build brand loyalty
o
Disadvantages involves
§ Often expensive
§ Impersonal
§ One way communication
·
Personal Selling
o
Person to person Selling
o
Two way communication
o
Used to done through different modes such as
§ Telephone
§ Knocking doors
§ Retail outlets
o
Advantages involves
§ High customer attention
§ Interactivity
§ Persuasive impact
o
Disadvantages involves
§ High cost
§ Labour intensive
§ Limited reach
·
Sales Promotion
o
Use of incentives & discount on items to
stimulate the sales
o
Short term incentives to increase sales
o
Aimed at intermediaries & sales force
o
Examples includes (Coupons, Free gifts,
Loyalty points etc)
o
Advantages involves
§ Quick boost to sales
§ Encourage customers
§ Helps to switch brands
o
Disadvantages involves
§ Short term nature
§ Can damage brand image
§ Chances of anticipation
·
Merchandising
o Maximizing the effectiveness of retail distribution
o
Display products to maximize the sales
o
Operates at the point of sale like a shop
o
Advantages involves
§ Interactivity
§ Bargaining ease
§ Fixed infrastructure
o
Disadvantages involves
§ Limited reach
§ Limited expandability
§ Low market area
·
Direct Marketing
o
Promotion directly through
§ Mail
§ Telephone
§ Individual households
§ Businesses
o
Allow a business to generate a specific
response from targeted groups of customers
o
Advantages involves
§ Can personalize the marketing message
§ Easy to measure response & success
§ Easy to test different marketing messages
o
Disadvantages involves
§ Response rates vary enormously
§ Negative image of junk mail
§ Expensive to maintain the data
Video
Description
·
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