Promotion includes all activities designed to inform, persuade and influence people when they are making the

decision to buy. Promotion is made up of: Advertising non-personal communication transmitted through mass media Publicity free promotion through news stories in newsletters, newspapers, magazines and television Sales Promotion all forms of communication not found in advertising and personal selling, including direct mail, coupons, volume discounts, sampling, rebates, demonstrations, exhibits, sweepstakes, trade allowances, samples and point-ofpurchase displays n designing a promotional plan, clearly spell out: !hich ob"ectives to use. t is possible to have more than one ob"ective, but it is recommended that a company target its audience or run the risk of losing focus. !hat to say !ho to say it to #riteria used to measure success Suggestions for Inexpensive Promotion $ome inexpensive, appropriate and effective methods of promotion for the new food processor include advertising through: Personal selling Product demonstrations %irect mail &usiness cards 'ellow Page listing $eminars (ewsletters

 #ontests )lyers $tatement stuffers !indow banners *reeting cards $ports team sponsor +ome parties ,thnic services-languages spoken .f course, one of the best free methods of promotion is good /word of mouth.0 Promotion Objectives 1he promotion objectives need to be clearly stated and measurable. 1hey must be compatible with the ob"ectives of the company, as well as the competitive and marketing strategies. .b"ectives vary for different products and different situations. )or example, producers must promote differently to brokers than to wholesalers. !hen promoting to a broker, the producer must promote what he2she wishes the broker to present to the wholesaler. !hen promoting to a wholesaler, the producer simply wants the wholesaler to purchase the product. 1here are five general promotional ob"ectives to choose from. 1he five types of ob"ectives for promotional activities are3: to provide information to increase demand to differentiate the product to accentuate the value of the product to stabilize sales Promotional Strategy .nce the producer has reviewed all the possible promotional tools, he2she must devise a promotional strategy. 4 promotional strategy should address the following issues:

 !hat is the goal of the promotion5 !hat types of promotion should be used5 !hat effect should the promotion have on the customer5 !hich promotion is working5 !hich promotion is not working5 !hat are the costs of the promotion compared to the benefits5