NATURE OF THE PROMOTION
Promotion is the element of the marketing mix used to inform, persuade, and remind the market the existence of a product and selling it, hoping to influence the feelings, beliefs or behavior of the recipient or the recipient.
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There are five forms of promotion:
Personal selling
ADVERTISING
SALES PROMOTION
PUBLIC RELATIONS
THE PUBLICITY (PUBLIC NOT PAID)
Personal selling
It is the direct presentation of a product that a company representative makes a potential buyer. It takes place face to face or by telephone, and can go to an intermediary or the ultimate consumer.
ADVERTISING
It is an impersonal mass communication and a sponsor who pays and where this is clearly identified. The best known forms are advertisements that appear in the mass media (press, radio, television. Hoardings).
SALES PROMOTION
This activity demand estimates, which aims to complement advertising and facilitate personal selling. The sponsor pays and often consists of a temporary tax break that encourages the purchase.
Often this led to the consumer. But most often aims to motivate the sales forces of the company, or other distribution channel members.
PUBLIC RELATIONS
It covers a wide range of communicative activities that help create positive attitudes and opinions about an organization and its products.
Unlike advertising and personal selling, does not include a specific sales message. Targets of these activities can be customers, shareholders, a government agency or special interest group.
THE PUBLICITY OR NOT PAID ADVERTISING
It is a special form of public relations including news or stories about an organization or its products. Like advertising, impersonal communicates a message that reaches the mass audience through mass media.
But several factors distinguish advertising: not paid, the organization that receives no control over it and, as it appears in the form of news is more credible than advertising.
PURPOSES OF THE PROMOTION
One of the main purposes of the promotion is to disseminate information. Allowing potential buyers know of the existence of the product, availability and price. Another purpose of advocacy is persuasion. As intense competition among various industries, as well as among companies within an industry, puts an enormous pressure on marketers promotional programs.
Every day companies bombard the market with thousands of messages in the hope of attracting more buyers and create markets for new products. Faced with such intense competition to attract public attention until well-established companies in the market are forced to remind consumers that their brand so they would not forget.
Determination of the promotional mix
A good promotional mix is almost essential part of any marketing strategy. Product differentiation, market segmentation, increased line of high prices and low price of brand and use require adequate promotion. Among the factors that influence the determination of the promotional mix are:
1. TARGET MARKET
Willingness to buy.
Geographic market.
Customer Type.
Market concentration.
2. NATURE OF THE PRODUCT
Unit value.
Adaptation level.
Service before and after the sale.
3. STAGE OF PRODUCT LIFE CYCLE
4. FUNDS AVAILABLE
CONCEPT OF CAMPAIGN
A campaign is a coordinated series of promotional activities that are organized around a theme and intended to fulfill a specific goal within a given period. It is an exercise in strategic planning. In developing a campaign, a company coordinates advertising, personal selling, sales promotion, public relations, and publicity for reaching your goal.
PROMOTIONAL BUDGET
It is extremely difficult to establish promotional budgets because managers do not have reliable standards to calculate how much to invest in advertising or as personal selling and the total budget should be allocated to each element of the promotional mix.
So instead of a universal method of setting the promotional budget, there are four common methods of promotional budget:
Percentage of sales
All funds available
Follow competition
Budget function or purpose
NATURE AND IMPORTANCE OF ADVERTISING
The advertising consists of all activities necessary to present a message to an audience impersonal and paid by an identified sponsor referred to a product or an organization.
This message can be verbal, written, visual impersonal, for a product, service or idea to a group through an ad.
NOTICE
It is the message which is distributed through one or more mass medium, and is paid by an identified sponsor.
DEVELOPMENT OF A CAMPAIGN
An advertising campaign is composed of all functions necessary for transforming an item in a coordinated program aimed at fulfilling certain goal for a product or brand.
An advertising campaign is planned within the framework of the program’s overall strategic marketing and promotional campaign. Before designing this type of campaign, marketing executives should take into account:
Know the audience.
Establish overall promotional goals.
Fix the total promotional budget
DETERMINING THE GENERAL PROMOTIONAL ITEM
Once completed consideration of all these factors, the company began to develop the advertising campaign. The design steps are:
Define the objectives.
Establish a budget.
Create a message.
Select the media.
Evaluating effectiveness.
ORGANIZATION OF ADVERTISING
There are three ways a company can manage your advertising:
Creating an internal advertising department.
Use an external advertising agency.
Using a combination of an internal department and external agency.
STRATEGIES FOR SALES PROMOTION
For sales promotion media means to stimulate demand and intended to strengthen the publicity and personal selling easier.
Examples sales promotion techniques most used are:
Coupons
Value / discounts
Awards
Exhibitions in stores
contests
Free samples
Movement of goods
In-store demonstrations
Incentives
Reusable packaging
Gifts
2 x 1
Tastings
Other
The manufacturers and dealers make sales promotion. The manufacturers engaged target intermediaries, end users, or to its own sales force. Intermediaries intended for the vendors or their prospects further down the distribution channel.
The promotion is distinguished from advertising and personal selling, but they are often used together on a coordinate
ADMINISTRATION OF SALES PROMOTION
Sales promotion has been included in the promotional plans of the organization, along with advertising and personal selling. This means setting your goals and strategies, establish the budget, selecting the most suitable ideas, and evaluate the performance of activities related to them. One problem facing marketers is that many of the sales promotion techniques are short-term measures and tactical nature. For example, coupons, prizes, contests, and others, are intended to stimulate immediate responses and therefore tend to be used as an emergency measure to reverse a sudden drop in sales and not as part of an integrated marketing plan.
NATURE AND SCOPE OF PUBLIC RELATIONS
Public relations is a management tool which aims to positively influence attitudes toward the organization, its products, and policies.
It is a form of promotion which is often given little importance.
In the majority of organizations, this promotional tool is the ugly duckling, is relegated after personal selling, advertising and sales promotion.
This situation is due to several reasons:
Organizational structure.
Inexact definition.
Lack of recognition of the benefits.
Public relations activities aimed at creating or maintaining a positive image of an organization to its audiences, customers, prospects, shareholders, employees, unions, local community and government.
Unlike institutional advertising does not necessarily uses the mass media to communicate a message.
Good public relations can be achieved by supporting charitable projects, participating in the comments service events, sponsoring sports teams, to finance the cultivation of the arts through exhibitions, and tours.
Large companies sponsor television programs as part of such activities.
PROPAGANDA AS A PUBLIC RELATIONS
Propaganda is any communication concerning an organization, its products or policies through means that do not receive a payment from the company.
Such propaganda is almost always an article that appears in a mass medium or a support provided by an individual either formally in a speech or interview.
There are three ways to achieve a good propaganda:
Prepare a report or article
Personal communication from a group
Personal communication between two partners
Among the benefits of advertising we can cite:
Lower cost than advertising
Lower cost of personal selling
A greater number of readers
