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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