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PROMOTION

Promotin is a type of communication between the buyer and the

seller. The seller tries to persuade the buyer to purachase their goods or
services through promotion. It helps in making the people aware of a
product, services or a company. It also helps to improve the people image
of a company. This method of marketing may also create interest in the
minds of buyers and can generate loyal customers. It is one of the basic
elements of the market mix which includes the four p's such as price,
product, promotion, and place. Itis also one of the elements in the
promotional mix or promotional plan. These are personal selling,
advertising, sales promotion direct marketing publicity and may also include
events marketing exhibitions and trade fair or shows.

IMPORTANCE OF PROMOTIOM

·0 Promotion helps in the rising standard of the people. The

promotional activities increase the standard of living providing the
better goods at a lower rate due to large scale production and
selling.

·1 promotion helps to create more employment opportunities. People

can gain employment opportunity with the help of promotiomal
activities.

·2 promotion helps to identify the physical location where the product

can be found

·3 promotion helps to create or maintains good company image

repetition and name.

·4 It helps to eduction customers on how to use the product.

It helps to imform consumers that the product exist and can satisfy their
human wants.

WHY IS PROMOTION IMPORTANT FOR A BUSINESS

Small and medium sized business really need to understand the

importance of promotional and marketing strategies. Business promoting is
an active process which needs to be very closely scrutinized for obtaining
the best results. You can utilize the manpower that you have to the fullest
and come to up with strategies to promote your business and let it flourish.

Promotional strategies and marking go hand in hand. Marketing your

brand or product will include different aspects of manufacturing,
promoting and selling products to the customers. Promotion is a key
element in putting across the benefits of your product or services to the
customers. We designed marketing and promotional strategies ensure
long term success, bring in more customers and ensure profitability for
business.

BENEFITS

Promoting your business will help you in many differet ways

INCREASE BRAND AWARENESS

Promotion helps in creating brand awareness with the help of various

media like the television, radio or loal news papers you can speard across
information about your brand and company which helps people to find out
more about you and look into your products and make purchases.

INCREASE CUSTOMERS TRAFFIC

Promotion also help to increas customer traffic. The more you

promote your products the more will the customers know about you and
your company and the more will they be interested in your products.
Promotion can be done even by giving out free samples which works
wounders for customers. They try your products and ultimately come to
you and make purchases.
 TYPES OF PROMOTION

There are four types of promotion.

ADVERTISING

Advertising means to advertise a product, services or a company with

the help of television, radio or social media. It helps in spreading
awareness about the company, product or service. Advertising is
communiated through various mass media including traditional media such
as newspapers, magazines, television, radio, out door advertising or direct
mail and new media such as search results social media, websites or text
messages.

CHARACTERISTICS OF ADVERTISING

-IT HAS PUBLIC PRESENTATION: Advertising communication is massive and

public in nature.

-PERSUASIVENESS: It seen to be everywhere all the time and it allows

buyers conisderable time to think over their purchase decision.

-It has amplified expressiveness by the use of muse dramatic visualization

and creative expressiveness. Advertising communcation can dramatize and
exaggerate a company's product offering.

FUNCTIOS OF ADVERTISING

-INFORMING: It creat product or services awareness. It tell consumers

whereto get the product or service the benefits features and so on. It
educate them on competing product and services to reduce consumers
serach time.

-ENTERTAINMENT: It includes pleasant event amd message with the basic

selling message, serving to increas consumers attention,comprehension
and of the primary message. Advertising helps to pay a lot of
entertainmemt on television and othermedia.
-REMINDER: This is improtant with mature products such as coca cola,
guinness and star bear. Example coca cola use a lot of television and bill
board advertising to remind people to purchase the drink.

ADVANTAGES OF ADVERTISING

DISADVANTAGES OF ADVERTISING

-High cost of producting and placing adverts.This reduces the access of

small farm to certain media especially televison.

-Lack of direct feedback of most of advertising. It is difficult for the firm to

determine how well the message was received and whether it was
effective.

-Wasted coverage because the media may reach large geographic area
where the firm's customers may not be residing.

PERSONAL SELLING

Personal selling is a personal communication of information to

persuade some one to buy a product or service. It can also be define as the
process of seeking out people who have a particular need, assisting them
to recognize and define that need demostating to them how a particular
product or service can satisfy that need and persuadind them to make a
decision to use that service product.

ADVANTAGES OF PERSONAL SELLING

-Flexiblity: personal selling is more flexible.

-It is a two way communicaton so that selling agents can get instant feed
back from the buyer.

-It is required that the seller is able toanwer questios to clear the mind of
the customers.
-It helps to build trust with the customer when you are selling high value
product such as cars, it is necessary that the customer trusts not only the
product but the seller.

DISADVANTAGES OF PERSONAL SELLING

-It is very expensive, it needs high capital cost.

-The traning of the sales person is time consuming and costly.

-It also involves explantion and demostration.

SALES PROMOTION

Sales promotion is defined as a short term incentive offered to

encourge buyuig a good or service. The purpoes of sales is to increas
demand and stimulate sales. Sales promotion can be directed towards
manufurers, wholsalers, retailers and consumers.

RULES FOR EFFECTIVE SALES PROMOTION

CLEAR OBJECTIVE: Every sales promtion program should have a clear aim
or objective. Is it to create awareness, buid distribution gain consumer
trial? Having a clear objective enable you to evaluate the success of the
programme.

COST EFFECTIVENESS: The cost of the sales promotion program should

ensure that the expected bear a sensible relationship to expenditure. The
sales promotion program should be under taken in such a way that it
accomplishs objectiive with budget constraints.

TYPES OF SALES PROMOTION

1 CONSUMER ORIENTED SALES PROMOTION

These aresales promotions directed to the ultimate consumers who

purchase goods and services for final use.They are designed to reduce
customers to purchase the marketer's brand. They include
FREE SAMPLE

These promotion aim at geting consumers to try a product in the expection

that after the trial they can be persuaded to become regular cuctomers.
The following are the methods used to distribute samples.

i. Door to door samping: Involves door to door or street distribution of free

sample. Many companies selling hair and body care product, distribute
their samples through this method in hair salon and in health fitness
centers.
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