artikel promotion

 

Nama    : Nur susilawati

Npm      : 29210584

Kelas     : 3eb23

Promotion

Promotion is a form of corporate communication that uses various methods to reach a targeted audience with a certain message in order to achieve specific organizational objectives. Nearly all organizations, whether for-profit or not-for-profit, in all types of industries, must engage in some form of promotion. Such efforts may range from multinational firms spending large sums on securing high-profile celebrities to serve as corporate spokespersons to the owner of a one-person enterprise passing out business cards at a local businessperson’s meeting.

Like most marketing decisions, an effective promotional strategy requires the marketer understand how promotion fits with other pieces of the marketing puzzle (e.g., product, distribution, pricing, target markets). Consequently, promotion decisions should be made with an appreciation for how it affects other areas of the company. For instance, running a major advertising campaign for a new product without first assuring there will be enough inventory to meet potential demand generated by the advertising would certainly not go over well with the company’s production department (not to mention other key company executives). Thus, marketers should not work in a vacuum when making promotion decisions. Rather, the overall success of a promotional strategy requires input from others in impacted functional areas.

In addition to coordinating general promotion decisions with other business areas, individual promotions must also work together. Under the concept of Integrated Marketing Communication marketers attempt to develop a unified promotional strategy involving the coordination of many different types of promotional techniques. The key idea for the marketer who employs several promotional options (we’ll discuss potential options later in this tutorial) to reach objectives for the product is to employ a consistent message across all options. For instance, salespeople will discuss the same benefits of a product as mentioned in television advertisements. In this way no matter how customers are exposed to a

Sales  promotion

Sales promotion is the process of persuading a potential customer to buy the product.  Sales promotion is designed to be used as a short-term tactic to boost sales – it is not really designed to build long-term customer loyalty.

Some sales promotions are aimed at consumers.  Others are targeted at intermediaries (such as agents and wholesalers) or at the firm’s sales force.

When undertaking a sales promotion, there are several factors that a business must take into account:

• What does the promotion cost – will the resulting sales boost justify the investment?
• Is the sales promotion consistent with the brand image?  A promotion that heavily discounts a product with a premium price might do some long-term damage to a brand
• Will the sales promotion attract customers who will continue to buy the product once the promotion ends, or will it simply attract those customers who are always on the look-out for a bargain?

There are many methods of sales promotion, including:

• Money off coupons – customers receive coupons, or cut coupons out of newspapers or a products packaging that enables them to buy the product next time at a reduced price
• Competitions – buying the product will allow the customer to take part in a chance to win a prize
• Discount vouchers – a voucher (like a money off coupon)
• Free gifts – a free product when buy another product
• Point of sale materials – e.g. posters, display stands – ways of presenting the product in its best way or show the customer that the product is there.
• Loyalty cards – e.g. Nectar and Air Miles; where customers earn points for buying certain goods or shopping at certain retailers – that can later be exchanged for money, goods or other offers

Loyalty cards have recently become an important form of sales promotion.  They encourage the customer to return to the retailer by giving them discounts based on the spending from a previous visit. Loyalty cards can offset the discounts they offer by making more sales and persuading the customer to come back.  They also provide information about the shopping habits of customers – where do they shop, when and what do they buy?  This is very valuable marketing research and can be used in the planning process for new and existing products.

Kinds of promotin

Ø Coupons and Pieces

Coupons are promotional tools used most often by

national brand companies and are considered as the main road (by the store or the company) to offer a discount on the product concerned. Coupons issued by companies that give discounts on the products.

Ø Contests and Sweepstakes

Contests and sweepstakes offered to consumers who meet kualfikasi for an interesting gift if they buy some products or participating in several events. Gifts can be spending package, vacation packages and more.

Ø Sample Sample and Demonstration

Examples samples and demonstrations are included in the category but is also considered a sales promotion. It's important to consider the selection of products that will be successful for exemplary sample. - Product sampling. Promotion to consumers where a small portion of the product provided free of charge or at a minimal price to attract consumers to try the product.

·        Demonstration. Promotional methods using employees trained or professional protesters demonstrate how to set up or use a product.

·        Examples of products and demonstrations can provide positive feedback for the company or store. Not just an example of the product adds a wide range of consumer shopping experience, but also has a lot of influence to the buying habits of consumers.

·        The best time to give an example of the samples or demonstrate a product is on days like Saturday and Sunday off. The recipe for the product may stimulate and increase sales.

Ø Tie-In Promotions

Cents-Off Tie-In iallah method of displaying a variety of products related to the impulse purchase of essential goods or goods with extra stuff. Cents-Off iallah a piece that can be shaped coupons or advertising of the product itself.

Ø Premiums or Bonus

Bonus iallah usually offered at a certain period. usually products that are bought without thinking long and too quickly lost appeal.

Ø Promotion of Sustainable sustainable or Promotion

Sustainable Promotion is accessed factor in trading and is designed to build a sustainable store visits.

Ø  Theme or Event Promotion Sepesial

Themes or promotional event sepesial usually held by holiday, season, season events; holidays or Christmas. Even companies such as birthdays or stores can also be used as the theme for the campaign.

Why do we need promotion?

The importance of promotion in an attempt to be something vital in the midst of a similar business competition or substitutes (substitutes; jagungpun be cut no rice). Because how else consumers should at least try to know what you, the hope of the future he can be a loyal customer.

promotion has an important role in all fields, such as business, jobs, health, advertising. that's why we need a promotion.

people won't purchase what you're selling unless they know about it. promotions are key to generating awareness of who you are and what you're selling.

          Past tense

1.     Sales promotion is designed to be used as a short-term tactic to boost sales

2.     They encourage the customer to return to the retailer by giving them discounts based on the spending from a previous visit.

3.     Contests and sweepstakes offered to consumers who meet kualfikasi

4.     a small portion of the product provided free of charge or at a minimal price

5.     Promotional methods using employees trained or professional

6.     Cents-Off iallah a piece that can be shaped coupons or advertising of the product itself.

7.     Sustainable Promotion is accessed factor in trading and is designed to build a sustainable store visits.

8.     salespeople will discuss the same benefits of a product as mentioned in television advertisements.

9.     Others are targeted at intermediaries (such as agents and wholesalers)

10.            running a major advertising campaign for a new product without first assuring there will be enough inventory to meet potential demand generated by the advertising would certainly not go over well with the company’s production department (not to mention other key company executives)

present tense

1.     serve as corporate spokespersons to the owner of a one-person enterprise passing out business cards at a local businessperson’s meeting.

2.     In addition to coordinating general promotion decisions with other business areas, individual promotions must also work together.

3.  Sales promotion is the process of persuading a potential customer to buy the product

4.     Gifts can be spending package, vacation packages and more.

5.  usually products that are bought without thinking long and too quickly lost appeal

6.     promotions are key to generating awareness of who you are and what you're selling

7.     Such efforts may range from multinational firms spending large sums on securing high-profile celebrities

8.   Like most marketing decisions, an effective promotional strategy requires the marketer understand how promotion fits with other pieces of the marketing puzzle

9.   Point of sale materials – e.g. posters, display stands – ways of presenting the product in its best way or show the customer that the product is there

10.                        the customer to return to the retailer by giving them discounts based on the spending from a previous visit.