NAMA  : DELLY HERDIANA
NPM     : 21210770
KELAS : 3EB19
TUGAS : B. INGGRIS BISNIS 2

·           What is promotion ?

Promotion is one of the market mix elements, and a term used frequently in marketing. The specification of five promotional mix or promotional plan. These elements are personal selling, advertising, sales promotion, direct marketing, and publicity. A promotional mix specifies how much attention to pay to each of the five subcategories, and how much money to budget for each. A promotional plan can have a wide range of objectives, including : sales increases, new product acceptance, creation of brand equity, positioning, competitive retaliations, or creation of a corporate image.

There are different ways to promote a product in different areas of media. Promoters use internet advertisement, special events, endorsements, and newspapers to advertise their product. Many times with the purchase of a product there is an incentive like discounts, free items, or a contest. This is to increase the sales of a given product.

The term "promotion" is usually an "in" expression used internally by the marketing company, but not normally to the public or the market - phrases like "special offer" are more common. An example of a fully integrated, long-term, large-scale promotion are My Coke Rewards and Pepsi Stuff. The UK version of My Coke Rewards is Coke Zone.

·           What is sales promotion ?

Sales promotion describes promotional methods using special shortt-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 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), and

2.      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 ?

-          To provide information

-          To incrase demand

-          To differentiate the product

-          To accentuate the value of the product

-          To stabilize sales

·           Kinds of promotion?

-          Adversiting

Non-personal communication transmitted through mass media

-          Sales promotion

All forms communication not in advertising and personal selling, including direct mail, coupons, volume discounts, exhibits, sweepstakes, trade allowances, samples and point-of purchase displays in designing a promotional plan.

-          Pubicity

Free promotion through news stories in news letters, newspapers, magazines and television

PRESENT TENSE :

1.            A promotional mix specifies how much attention to pay to each of the five subcategories, and how much money to budget for each.

2.            These elements are personal selling, advertising, sales promotion, direct marketing, and publicity

3.            The term "promotion" is usually an "in" expression used internally by the marketing company, but not normally to the public or the market - phrases like "special offer" are more common

4.            As a reward, marketers offer something of value to those responding generally in the form of lower cost of ownership for purchased product.

5.            To provide information

6.            To incrase demand

7.            To differentiate the product

8.            To accentuate the value of the product

9.            To stabilize sales

10.       One estimate by the Promotion Marketing Association suggests that in the US alone spending on sales promotion exceeds that of advertising.

PAST TENSE :

1.            Promotion is one of the market mix elements, and a term used frequently in marketing.

2.            This is to increase the sales of a given product.

3.            Free promotion through news stories in news letters, newspapers, magazines and television

4.            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.

5.            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

6.            Many times with the purchase of a product there is an incentive like discounts, free items, or a contest

7.            whether the promotion involves a short-term value proposition (e.g., the contest is only offered for a limited period of time).

8.            the customer must perform some activity in order to be eligible to receive the value proposition (e.g., customer must enter contest).

9.            These responsibilities should not be taken lightly, as most employees look to their supervisors for guidance and examples of appropriate workplace behavior.

10.       A worker who has been selected for an increase in rank should be aware that this is an good time to engage in negotiations.

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