promotional strategy

Chapter 10

Promotional Strategy

From this chapter i can learn about :

PROMOTIONAL MIX include :

1. Advertising
2. Public Relation
3. Personal Selling
4. Sale promotion

Ex:

ADVERTISING

Advertising means communication with the user of product or services.Advertisement are message paid by those who send them and are intended to inform or influence people who received them.Advertising is always present through people may not be aware of it and uses every possible media to get its message  through it via TV,print,newspaper,magazine radio,press,internet and direct selling

Advertising also have advantage and disadvantages

Advantages

• low cost for print
• Attract more customer
• many alternative available

Disadvantages

• some advertising need a large investment
• advertising through media has a limitation to put details.
• lack of quality advertising

PUBLIC RELATION

It is the opposite of advertising.Advertising we must pay but in Public relation the article that features our company is not paid for it.

Objective : To improve company image

                : increase awareness of the retailers.

Advantages vs disadvantages

Advantages 

• low cost
• image can be presented or enhanced
• more credible source

Disadvantages

• do not have much attention from customer
• suite for short run

PERSONAL SELLING

 Personal selling occurs where an individual salesperson sells a product ,service or solution to a client,salesperson match the benefits of their offering to the specific needs of a client.

Objective : to persuade customer to buy our product

                : Fulfill customer need

                : give full details product to customer

Advantages vs Disadvantages

Advantages

• customer can understand about the product
• many ways to meet customer
• on the spot
• fast feedback

Disadvantages

• only can meet a few customer in one day
• High cost to meet customer
• negative feedback or responds towards salespeople

SALES PROMOTION

The process of persuading a potential customer to buy the product.

Sales promotion is designed to be used as a short term tactics to boost sales it is rarely 
suitable as a method of building long term customer loyalty.
Some sales promotions are aimed at customer and others are targeted at intermediaries.

Types:

1. Coupons
2. Sample
3. Prizes
4. Displays

Objective : Maintaining customer loyalty

                 : Increasing short term cost

Ex:

Advantages vs disadvantages

Advantages

• attract customer
• customer value
• eye contact from customer

Disadvantages

• Difficult to terminate
• only for short term use
• limited time only to purchase