PROMOTION

by:Dominic Tura
Promotion-is the explicit communication
strategy adopted by an enterprise to elicit the
patronage, loyalty and support not only from
its costumers but also from its other
significant stakeholders.
- promotion encompasses all the direct
communication efforts of the enterprise such
as advertising public relation campaign,
promotional tours.
product offerings , point-of-sale display,
website, flyers, email letters telemarketing
and others.
Indirectly, the enterprise communication
indirectly through its location its office
premises and branches and its pricing
strategy.
-Effective promotion depends on three
critical factors.
-The message and the median of all
message.
-And the receptiveness of the audience to
all that is being communicated.
-Before crafting promotion and
communication strategy ,the
communication must profile the target
audience very well.
-In business this requires some research
on who exactly in the market audience
what they are looking for in a particular
product offering and what it will take to
convince them to purchase the product
offering.
- For a business promotion ,its
important to get a very positive
emotional reaction from the target
audience.
In developing promotion campaign the
enterprise should start with the target
audience in mind.
-The narrower the market coverage
is,the more focused the promotion
campaign should be.Neighborhood
flyers,world-of-mouth promotion, and
mouse-to-mouse campaign might
suffice for highly-localize business
For nitche market like.
• enthusiastic or rare orchid.
• trade magazines and active
participation in special trade
shows would be more effective
in direction reaching this
exclusive audience.
As the targeted audience becomes
bigger, the marketor can shift from
a rittle to a shotgun approach.
• Electronic mails, website, letter
blasts, radio broadcast,and print
ads in certain publication might
serve the purpose.
-For mass market's television
commercials ubiquitous billboard,and
high circulation broadsheets,
magazines or tabloid would already be
cost effective and create quite an
impact
-The idea is to match the size of the
market with the median used and the
resource of the enterprise
-The enterprise should monitor the
impact of its promotion campaign.
END OF THE SLIDE

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