advertising publicity and sales promotion pdf

Advertising Publicity And Sales Promotion Pdf

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Tools of Promotion - Advertising, Sales Promotion, Public Relation & Direct Marketing

Standing Room Only pp Cite as. Current marketing practice is simultaneously exemplified by the seemingly paradoxical extreme goals of mass branding and one-to-one relationship marketing. The marketing communications mix, also called the promotion mix, consists of four major tools: advertising, personal selling, sales promotion, and public relations. Each tool has its own unique characteristics and costs. Crisis management is also a critical function and managers must be adept at handling issues as they arise, or better yet, anticipate them before they become problematic. Unable to display preview. Download preview PDF.

Getting the Most Out of Advertising and Promotion

Sales promotion refers to the activities which supplement and co-ordinate personal selling and advertising to attract customers to buy a product. Sales promotion methods include displays, demonstrations, expositions, exhibitions and other non-recurrent selling efforts which aim at impelling spot buying action by prospective customers. Sales promotion, as part of the total distribution system, plays a vital role in inducing the consumer to buy your product. Sales promotion covers so many activities that it is difficult to define it precisely. Sales promotion devices can include premiums, coupons, contests temporary price reduction, free goods, letters to trade, literature, educational material, displays and trade shows. Sales promotion takes into consideration the communication gaps that always exist between the producer and the consumer. Sales Promotion should therefore be closely coordinated with advertising and personal selling.

You drive sales by promoting the benefits of your company's goods or services to pools of potential buyers. The ways you promote your organization will largely determine whether you successfully plant the right messages in the minds of your target audience. This module explains how you can establish a promotional mix best suited to your company's needs and resources. Even a superior product doesn't sell itself. Your customers need information about your product or service before they buy it. The ways you communicate features and benefits to your potential customers is called a promotional mix. This Business Builder will explain how you can maximize your company's promotional mix for best results.

How to Establish a Promotional Mix

In marketing, promotion refers to any type of marketing communication used to inform target audiences of the relative merits of a product, service, brand or issue, most of the time persuasive in nature. It helps marketers to create a distinctive place in customers' mind, it can be either a cognitive or emotional route. The aim of promotion is to increase awareness, create interest, generate sales or create brand loyalty. It is one of the basic elements of the market mix , which includes the four Ps, i. Promotion is also one of the elements in the promotional mix or promotional plan.

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9 Marketing Promotion Strategies from Concept to Top Brands Practice

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The 4 Ps of marketing are product, price, place and promotion. All four of these elements combine to make a successful marketing strategy. The four main tools of promotion are advertising, sales promotion, public relation and direct marketing. Advertising is defined as any form of paid communication or promotion for product, service and idea. Advertisement is not only used by companies but in many cases by museum, government and charitable organizations. However, the treatment meted out to advertisement defers from an organization to an organization.

Until recently, believing in the effectiveness of advertising and promotion has largely been a matter of faith. Marketing departments might collect voluminous statistics on television program ratings and on coupon redemptions and carefully compare the costs of marketing with total sales. But none of this data measures what is really important: the incremental sales of […]. But none of this data measures what is really important: the incremental sales of a product over and above those that would have happened without the advertising or promotion. Thanks to a new kind of marketing data, that situation is changing. The data correlate information on actual consumer purchases available from universal-product-code scanners used in supermarkets and drugstores with information on the kind of television advertising those consumers receive or the frequency and type of promotion events they see. At the strategic level, managers must evaluate marketing data differently and put incremental sales and profits into management objectives.


PDF | This article is designed to assist managers in understanding the current state of the art of promotional modelling and its managerial | Find, read and cite​.


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Promotion (marketing)

3 comments

Christabel V.

Brand managers in packaged goods firms are under pressure to increase or maintain high sales promotion spending at the expense of media.

REPLY

Reece C.

To promote and manage word-of-mouth communications, marketers use publicity techniques to achieve desired behavioral response.

REPLY

Scott S.

A promotion strategy is key for positioning your brand on the market, making people aware of the products or services you offer, and how they could benefit by choosing you.

REPLY

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