NAME : EGI SINTYA DEWI
CLASS : 3EB19
NPM : 22210265
Note : Red for present tense dan Green for past tense
WHAT IS PROMOTION ?
Promotional activities
include planning, implementation and control of
an organization's communications to
consumers and other target. Promotion is a collection
of activities that tell the good of the product and persuade target customers to
buy it. Promotion can be categorized as a component in the
marketingmix that emphasizes memorable techniques to
sell the product.
According to Ben M. Enis (1974:378) defined
as promotion “...as comunication that inform potential customers
of the existence of product and persuade them that those product have want
satisfying capabilities“ Promotion can be interpreted as a
kind of communication that gives a convincing explanation
of potential consumers of goods or services or a process
of sharing ideas, information, or feelings of the audience.
Promotions purposes is:
1. Disseminating product
information to potential target markets
2. To get the increase
in sales and profit
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.
Many people assume that the promotion and
marketing have the same sense, when that promotion is only
one part of the working paper. Although often
associated with sales promotion but the
truth campaign has a
broader meaning than sales due to sales is
only related to the exchange of property rights by the
salesperson, while the promotion is any activity intended
to inform, persuade or influence consumers
to keep using the product company. promotion
ofunderstanding proposed by philip Kotleradalah as follows:
"Promotion encompasses all the tools in the marketing mix Whose mayor is persuasive communication".
"Promotion encompasses all the tools in the marketing mix Whose mayor is persuasive communication".
WHAT IS SALES PROMOTION ?
Sales Promotion is a form of promotion other
than advertising, personal
selling and publicity which has a variety of activities. Sales promotion is an intended third
element into the mix of sales by many manufacturers in an attempt to get the
order. Sales promotion include various types of advertising, storefront and
interior exhibits, product demonstrations, consumer competitions, gifts, use of
combination offers, free sample distribution and other activities aimed at
increasing the sales of a particular product brand.
FUNCTIONS AND PROMOTIONAL PURPOSES
1. Promotion is a means
to introduce the product to the consumer. Promotion
of making consumers aware of new products, educate
them about the features and benefits of the brand, as
well as facilitating the
creation of the image of a company that produces products or services. Promotional displays the
role of other valuable information, both
for the brand being advertised to consumers, by
teaching new uses of an existing brand.
2. Media promotion
or advertisement that will either be able to
persuade customers to try the products and services
offered. Sometimes persuasion shapedaffect primary demand, which creates
demand for the entire product category. More
often, campaign seeks to build
a secondary request, the request for aspecific company
brand.
3. Keeping the company's
brand remains fresh in the minds of consumers. When the need arises, which is
associated with the products and services advertised, the impact of promotions
in the past enables brand advertisers to be present in the minds of consumers. Advertising further demonstrated to affect the
transfer of the brand by reminding consumers that lately have not bought brands available and
contain beneficial attributes.
4. Advertising is
a promotional tool. Promotion helps sales
representatives. Advertising oversee the company's product
sales and provide a valuableintroduction to
the salesperson before
making personal contact with prospective customers.
KINDS OF PROMOTION
1. Customer promotion,
that promotion aimed at encouraging or inducing customers
to buy.
2. Trade promotion, sales promotion which aims
to stimulate or encourage wholesalers, retailers, exporters and
importers to trade goods / services fromsponsors.
3. Sales-force promotion, sales promotion which aims to
motivate the sales force.
4. Business promotion, sales promotion which aims
to acquire new
customers, retain contractual relationships with
customers, introduce new products, sell more to existing
customers and educate customers.
