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are intended to induce buyers or traders to purchase a product in a specified time period. It involves non-routine, temporary efforts designed to stimulate the chance pf purchase. It is mostly used in consumer product marketing. Nature of Promotion: 1. All communications are action-oriented. The sender and the receiver have to be actively involved. 2. Common Understanding: The receiver should understand the content of the message in the way that the sender intended. Types of Promotion: A. Consumer Promotion: 1. In / Near House Sampling. 2. Hot / Wet Sampling. 3. Sniff Sampling. 4. Discount. 5. Couponing. 6. Piggyback Promotion. 7. Sweepstakes and Contests. 8. Repurchase Premiums. B. Trade Promotions: 1. Volume Discount / Quantity Discount. 2. Some Extra Items given along with bulk purchase. 3. Special Discount to display the products. 4. Count and Recount Discount. 5. Reward in Cash, kind or intangible form. Factors in choice of Sales Promotion: 1. 2. 3. 4. 5. 6. Objective of the Promotion. Nature of Target Market / Distribution Channel. Support Facility. Timing of the Sales Promotion. Reward Offered. Cost versus benefit of promotion.
Impersonality. Pervasiveness. Direct Marketing: 1. 5. 3. Communication. Ability to catch buyers off guard. Sales Promotion: A variety of short-term incentives to encourage trial or purchase of a product or services. 2. B. 1. 4. Advertising: Any paid form of non-personal presentation and promotion of ideas. Public Relations and Publicity: A variety of programs designed to promote or protect a company’s image or its individual products. Invitation. Public Presentation. High Credibility. 4. 3. Customized. Personal Confrontation. D. Public Relation and Publicity: 1. e-mail. 3. Personal Selling: 1. 2. telephone. Characteristics and importance of various types of Promotions: A. Response. Cultivation. . 3. Amplified expressiveness. or internet to communicate directly with or solicit a direct response from specific customers and prospects. Nonpublic. Interactive. fax.Marketing Communication Mix: 1. E. Personal Selling: Face-to-face interaction with one or more prospective purchasers for the purpose of making presentations. goods or services by an identified sponsor. C. 2. Up-to-date. answering questions and procuring orders. 2. Incentives. Dramatization. 2. Advertising. Sales Promotion: 1. Direct Marketing: Use of mail. 3. 3. 2. 4.
games.1 Communication Platforms Advertising Sales Promotion Print and broadcast ads Contests.1 Communication Platforms Events/ Experiences Sports Entertainment Festivals Arts Causes Factory tours Company museums Street activities Public Relations Press kits Speeches Seminars Annual reports Charitable donations Publications Community relations Lobbying 17-5 . exhibits Posters Coupons Billboards Rebates POP displays Entertainment Logos Continuity programs Videotapes 17-4 Table 17.Table 17. sweepstakes Packaging inserts Premiums Motion pictures Sampling Brochures and booklets Trade shows.
1 Communication Platforms Personal Selling Sales presentations Sales meetings Incentive programs Samples Fairs and trade shows Direct Marketing Catalogs Mailings Telemarketing Electronic shopping TV shopping Fax mail E-mail Voice mail 17-6 Figure 17.4 Steps in Developing Effective Communications Identify target audience Determine objectives Design communications Select channels Establish budget Decide on media mix Manage IMC 17-9 .Table 17.