Nama : Listayaji K
NPM : 24210053
Kelas : 3 EB23
Promotion is a
marketer in the business of informing and influencing other people or parties
that are interested in doing the transaction or exchange of goods or services
marketed.
Promotion is all about communication. Why because the promotion is the way the business makes its products to its customers, both current and primary purpose potential.The of the promotion is to ensure that customers are aware of the existence and positioning products. Promotion is also used to persuade customers that the product is better than competing products and to remind customers about why they might want to buy.
It is a common mistake to believe that the promotion of the business is all about advertising. It is not. There are various approaches that businesses can do to get their message across to customers, even though advertising is certainly an important one. It is important to understand that businesses will use more than one method of promotion. A variety of promotional methods used is referred to as the promotional mix.
There are four types of promotional activities, among others: (Kotler, 2001:98-100)
1.Periklanan (Advertising), a form of non-personal promotion by using a variety of media aimed to stimulate purchases.
2.Penjualan Face to Face (Personal Selling), which is a personal form of promotion by an oral presentation in a conversation with a prospective buyer who intended to stimulate purchases.
3.Publisitas (Publisity), a form of non-personal promotion of the service, or a particular business entity with the way this information / news about it (mostly scientific).
4.Promosi Sales (sales promotion), which is a form of promotion beyond the three forms above are intended to stimulate purchases.
5.Pemasaran Direct (direct marketing), a form of personal selling directly intended to influence consumer purchases.
Promotional purposes include:
1. Disseminating product information to potential target markets
2. To get higher sales and profit / earnings
3. To get new customers and maintain customer loyalty
4. To maintain stability in the event of sluggish sales market
5. Differentiate and favor products than competitors' products
6. Forming the product image in the eyes of consumers as desired.
7. Changing the attitudes and opinions of consumers
The main tool is a sales promotion piece ("sales"), the distribution of samples and coupons, organizing sweepstakes and contests, special store displays, and offering premiums and rebates. All of these techniques require some kind of communication. So sales promotion and advertising are difficult to distinguish.
1. Appearance:
One important goal of this campaign is the promotion must be able to provide a number of potential buyers almost no bearing or intended target, so the company had to choose which ones can be achieved by the target buyer. In order to consider this appearance the following steps:
- Determining the prospective buyers in the target or targets.
- Determine the number of prospective buyers intended.
- Selecting the most appropriate media to reach potential buyers.
2. Attention:
Promotion should be able to attract the attention of consumers ateu prospective buyers to go, but it is often very difficult to attract the attention of prospective purchasers of our promotions do cause so much promotion done by other companies, so that the attention of prospective buyers not only focused on the campaign undertaken by the company which includes a number Another edvertensi, sales promotion and other promotional efforts. So the company faces the problem of how to keep the campaign by other companies.
How that can be done to attract the attention of prospective buyers such as providing a link to a specific event, the use of people who are already popular in the eyes of the reklamenya, highlight what is more a privilege of products that are not found in other products, and so on.
3. Understanding:
Other promotional purposes to promote the understanding reached on the prospective buyers interpreted the message reached him. Prospective buyers often can not understand the promotion are not well planned or can attract attention, sometimes a change of media used can cause the message is not clear that the use of media change we should also involve whether the required changes to the message. Thus, companies must be sure that the message was clearly conveyed through the media and to attract attention, because many companies promoting various products, many potential buyers are interested, remember and understand some of the many promotional campaigns that exist.
4. Attitude Change:
After the promotion can be understood by potential buyers, the company expects a response from prospective buyers of the campaign. Each company must adapt to the promotion of their products to potential buyers can change the attitude of the target, such as a change order to divert the buyer purchases from another company's products to the products produced by the company company.Many use advertising to change the attitudes of prospective buyers to project, it may not always caused most buyers to purchase direct.
5. Action:
In accordance with the ultimate goals of the campaign is to improve the company's results through increased sales results, the most important goal of the campaign is to induce action from prospective buyers of the target, because it indicates the success or failure of the campaign.
Consumer-Market Sales Promotion Techniques
1.Coupons (coupon)
The certificate entitles the holder to receive the price reduction was printed for the purchase of certain products. Coupons can be sent, included or attached to the product, or tucked preformance ads in magazines and newspapers. Coupons to be effective should be about providing savings of 15% to 20%
2.Price-off Deals
Providing discounted purchase price on the spot, usually discounts ranging from 10% -25%.
3.Premium and advertising specialties
Items offered at a relatively low cost or free as an incentive to buy a particular product. The premium package came with the product or on the packaging. Packaging itself, if it is a container that can be reused to serve as a premium. For example, promoting the lux soap slipped the diamond ring in the box.
advertising specialties possessed three key elements, namely: a message, place on a useful item, and given to consumers with no obligation. For example calendars, t-shirts, coffee mugs, baseball caps, pens and computer mose pad.
4.Contest and Sweepstakes (Contests and Sweepstakes)
The prize is the offer the opportunity to win cash, trips or for goods to buy something. There are also some jingle contest on Constructing a product.
5.Sampling and trial offers (giving examples of products)
Free quote for a product or service. Samples can be sent from house to house, mailed, taken at the store, is included in another product or on display in an advertisement offer. Providing sample is the most effective and least costly to introduce a new product.
6 techniques used in œsamplingâ â € €?
a.In-store sampling
The commonly used for food products and cosmetics.
b.Door-to-door sampling
This technique is quite expensive because of the cost of labor, but it can be effective if the marketer has location information corresponding to the segmentation and the targets to be achieved in a certain geographic area.
c.Mail sampling
Sending samples via mail. Once again, the company must know the postal code of the area that can be targeted. It could also be an alternative postal services of the distribution of door-to-door.
d.Newspaper sampling
The technique popular in recent years and almost 42% of consumers reported receiving œsampleâ â € €?
E.ON-Package sampling
Technique where â € œsampleâ €? pasted on the packaging of goods other products, it is useful to â € œBrands Targetedâ € œ example: Purchase Prize Rinso Molto Softener small package. Purchase prizes Pantene shampoo Pantene conditioner.
f.Mobile sampling
Bring out the logo to decorate malls, recreational areas, fairs and shopping malls.
6.Brand (Product) placement
One technique of the sales promotion to reach the market by entering the product on a television show or movie.
Example: British agent 007, James Bond, Aston Martin sports car replaces the New BMW Z3, a brand placement in the movie golden eye so that the campaign produced 6000 BMW Z3 orders for the type.
7.Rebates (Rabat / offer cash refund)
Provide a price reduction after purchase took place and bukab the retailer. Consumers send â € œbukti pembelianâ €? specific to the manufacturer.
Known in the offer of consumer goods as â € œbeli three, get one gratisâ €?.
8.Frequency (Continuity) programs
This is one of the techniques â € œsales promotiona €? are popular among consumers. Frequency programs, also lead to ongoing programs, such as offering customers discounts or free gifts products to achieve a repeat in the purchase or subscription of the same brand or company.
9.Event Sponsorship
When a company sponsors an event, such as a car racing game, a concert or a charity event, it makes the brand very highlighted at the event so make brand credibility increases with the audience at the event tersebut.Contoh: Bank sponsored the event to share with aceh, Wishmilak held international Tennis match in Bali.
Promotion is all about communication. Why because the promotion is the way the business makes its products to its customers, both current and primary purpose potential.The of the promotion is to ensure that customers are aware of the existence and positioning products. Promotion is also used to persuade customers that the product is better than competing products and to remind customers about why they might want to buy.
It is a common mistake to believe that the promotion of the business is all about advertising. It is not. There are various approaches that businesses can do to get their message across to customers, even though advertising is certainly an important one. It is important to understand that businesses will use more than one method of promotion. A variety of promotional methods used is referred to as the promotional mix.
There are four types of promotional activities, among others: (Kotler, 2001:98-100)
1.Periklanan (Advertising), a form of non-personal promotion by using a variety of media aimed to stimulate purchases.
2.Penjualan Face to Face (Personal Selling), which is a personal form of promotion by an oral presentation in a conversation with a prospective buyer who intended to stimulate purchases.
3.Publisitas (Publisity), a form of non-personal promotion of the service, or a particular business entity with the way this information / news about it (mostly scientific).
4.Promosi Sales (sales promotion), which is a form of promotion beyond the three forms above are intended to stimulate purchases.
5.Pemasaran Direct (direct marketing), a form of personal selling directly intended to influence consumer purchases.
Promotional purposes include:
1. Disseminating product information to potential target markets
2. To get higher sales and profit / earnings
3. To get new customers and maintain customer loyalty
4. To maintain stability in the event of sluggish sales market
5. Differentiate and favor products than competitors' products
6. Forming the product image in the eyes of consumers as desired.
7. Changing the attitudes and opinions of consumers
The main tool is a sales promotion piece ("sales"), the distribution of samples and coupons, organizing sweepstakes and contests, special store displays, and offering premiums and rebates. All of these techniques require some kind of communication. So sales promotion and advertising are difficult to distinguish.
1. Appearance:
One important goal of this campaign is the promotion must be able to provide a number of potential buyers almost no bearing or intended target, so the company had to choose which ones can be achieved by the target buyer. In order to consider this appearance the following steps:
- Determining the prospective buyers in the target or targets.
- Determine the number of prospective buyers intended.
- Selecting the most appropriate media to reach potential buyers.
2. Attention:
Promotion should be able to attract the attention of consumers ateu prospective buyers to go, but it is often very difficult to attract the attention of prospective purchasers of our promotions do cause so much promotion done by other companies, so that the attention of prospective buyers not only focused on the campaign undertaken by the company which includes a number Another edvertensi, sales promotion and other promotional efforts. So the company faces the problem of how to keep the campaign by other companies.
How that can be done to attract the attention of prospective buyers such as providing a link to a specific event, the use of people who are already popular in the eyes of the reklamenya, highlight what is more a privilege of products that are not found in other products, and so on.
3. Understanding:
Other promotional purposes to promote the understanding reached on the prospective buyers interpreted the message reached him. Prospective buyers often can not understand the promotion are not well planned or can attract attention, sometimes a change of media used can cause the message is not clear that the use of media change we should also involve whether the required changes to the message. Thus, companies must be sure that the message was clearly conveyed through the media and to attract attention, because many companies promoting various products, many potential buyers are interested, remember and understand some of the many promotional campaigns that exist.
4. Attitude Change:
After the promotion can be understood by potential buyers, the company expects a response from prospective buyers of the campaign. Each company must adapt to the promotion of their products to potential buyers can change the attitude of the target, such as a change order to divert the buyer purchases from another company's products to the products produced by the company company.Many use advertising to change the attitudes of prospective buyers to project, it may not always caused most buyers to purchase direct.
5. Action:
In accordance with the ultimate goals of the campaign is to improve the company's results through increased sales results, the most important goal of the campaign is to induce action from prospective buyers of the target, because it indicates the success or failure of the campaign.
Consumer-Market Sales Promotion Techniques
1.Coupons (coupon)
The certificate entitles the holder to receive the price reduction was printed for the purchase of certain products. Coupons can be sent, included or attached to the product, or tucked preformance ads in magazines and newspapers. Coupons to be effective should be about providing savings of 15% to 20%
2.Price-off Deals
Providing discounted purchase price on the spot, usually discounts ranging from 10% -25%.
3.Premium and advertising specialties
Items offered at a relatively low cost or free as an incentive to buy a particular product. The premium package came with the product or on the packaging. Packaging itself, if it is a container that can be reused to serve as a premium. For example, promoting the lux soap slipped the diamond ring in the box.
advertising specialties possessed three key elements, namely: a message, place on a useful item, and given to consumers with no obligation. For example calendars, t-shirts, coffee mugs, baseball caps, pens and computer mose pad.
4.Contest and Sweepstakes (Contests and Sweepstakes)
The prize is the offer the opportunity to win cash, trips or for goods to buy something. There are also some jingle contest on Constructing a product.
5.Sampling and trial offers (giving examples of products)
Free quote for a product or service. Samples can be sent from house to house, mailed, taken at the store, is included in another product or on display in an advertisement offer. Providing sample is the most effective and least costly to introduce a new product.
6 techniques used in œsamplingâ â € €?
a.In-store sampling
The commonly used for food products and cosmetics.
b.Door-to-door sampling
This technique is quite expensive because of the cost of labor, but it can be effective if the marketer has location information corresponding to the segmentation and the targets to be achieved in a certain geographic area.
c.Mail sampling
Sending samples via mail. Once again, the company must know the postal code of the area that can be targeted. It could also be an alternative postal services of the distribution of door-to-door.
d.Newspaper sampling
The technique popular in recent years and almost 42% of consumers reported receiving œsampleâ â € €?
E.ON-Package sampling
Technique where â € œsampleâ €? pasted on the packaging of goods other products, it is useful to â € œBrands Targetedâ € œ example: Purchase Prize Rinso Molto Softener small package. Purchase prizes Pantene shampoo Pantene conditioner.
f.Mobile sampling
Bring out the logo to decorate malls, recreational areas, fairs and shopping malls.
6.Brand (Product) placement
One technique of the sales promotion to reach the market by entering the product on a television show or movie.
Example: British agent 007, James Bond, Aston Martin sports car replaces the New BMW Z3, a brand placement in the movie golden eye so that the campaign produced 6000 BMW Z3 orders for the type.
7.Rebates (Rabat / offer cash refund)
Provide a price reduction after purchase took place and bukab the retailer. Consumers send â € œbukti pembelianâ €? specific to the manufacturer.
Known in the offer of consumer goods as â € œbeli three, get one gratisâ €?.
8.Frequency (Continuity) programs
This is one of the techniques â € œsales promotiona €? are popular among consumers. Frequency programs, also lead to ongoing programs, such as offering customers discounts or free gifts products to achieve a repeat in the purchase or subscription of the same brand or company.
9.Event Sponsorship
When a company sponsors an event, such as a car racing game, a concert or a charity event, it makes the brand very highlighted at the event so make brand credibility increases with the audience at the event tersebut.Contoh: Bank sponsored the event to share with aceh, Wishmilak held international Tennis match in Bali.
Simple Present
- Promotion is a marketer in the business of
informing and influencing other people
- Promotion is also used to persuade customers
- There
are various approaches that businesses can do to get their message across
to customers
- The main tool is a sales promotion piece
("sales"), the distribution of samples and coupons, organizing
sweepstakes and contests, special store displays, and offering premiums
and rebates
- One important goal of this campaign is the
promotion must be able to provide a number of potential buyers almost no
bearing or intended target,
- Promotion should be able to attract the
attention of consumers
- So the company faces the problem of how to
keep the campaign by other companies.
- Other promotional purposes to promote
- In accordance with the ultimate goals of the
campaign is to improve the company's results
- One technique of the sales promotion to reach
the market by entering the product on a television show or movie.
- This is one of the techniques â € œsales
promotiona €? are popular among consumers
- This is one of the techniques â € œsales
promotiona €? are popular among consumers
Simple Past
1.
A
variety of promotional methods used is referred to as the promotional mix.
2.
The
certificate entitles the holder to receive the price reduction was printed for
the purchase
3.
Coupons
can be sent, included or attached to the product
4.
Providing
discounted purchase price on the spot,
5.
Items
offered at a relatively low cost or free
6.
Samples
can be sent from house to house, mailed, taken at the store, is included in
another product or on display in an advertisement offer
7.
Once
again, the company must know the postal code of the area that can be targeted
8.
It is
a common mistake to believe that the promotion of the business is all about
advertising
9.
All
of these techniques require some kind of communication.
10.
Many
use advertising to change the attitudes of prospective buyers to project, it
may not always caused most buyers to purchase direct.
