Definitions of promotion

It is a communication used to inform, persuade, and or remind people about an organization individuals goods, services, image, ideas, community involvement, or impact on society. These are the vehicles which are used to let the customer know what products and services are available. It includes advertising, direct marketing, personal selling, sale promotions, and public relations. It is to keep the product in the minds of the customer and helps stimulate demand for product. It is the 4th P of the marketing mix. or

Purpose of promotion
The purpose of promotion is to guide the general public into buying a specific product or service within the market. Basically the purpose for promoting is so that the customers around the world are aware that there is a product being sold. The idea of an organization is to sell the most they can to generate a vast amount of profit. So to do so, promoting whatever they are selling is a perfect way to start. It is also cheap! It is also a key in which organizations utilize to increase their reputation and expand the name of their brand. Another purpose why organizations promote is to inflate their sales and to build awareness to the public which is therefore effective to reach a wide audience. This is very helpful in order to attract people from all over the world. It helps businesses assist future customers to see why they should buy that product or service and helps customers to be attracted to the idea of actually buying that product or service. Another reason why organizations promote things is to stimulate demand for a product. This helps create ideas to future customers on how the specific product or service will be of use to them. When companies promote their products or services through national television, it certainly helps viewers create an image in their own minds of them owning that product or service. The purpose for all businesses when promoting their product or service to their customers is 1. Raise awareness to inform them about the product, any changes, new launches or add-ons etc. The more knowledgeable the customer is about a product or service the more confident the will be in buying it. If customers do not know a product exists they will not think to buy it. 2. Generate sales so that customers buy the product or service.

3. Competition if customers know about the products and are buying them it will allow the business to compete against its rivals.

Benefits of promotion
Increase usage. Increase value in the organization. Education of users Change perception.

Elements of promotion
A successful product or service means nothing unless the benefit of such a service can be communicated clearly to the target market. An organisations promotional mix strategy can consist of: Types promotion Advertising: of

Explanation Any non personal paid form of communication using any form of mass media. Involves developing positive relationships with the organisation media public. The art of good public relations is not only to obtain favorable publicity within the

Public relations

media, but it is also involves being able to handle successfully negative attention.or Programmes designed to promote and/or protect a companys image, or those of its products, including product literature, exhibitions and articles in professional or inhouse newsletters.

Sales promotion:

Commonly used to obtain an increase in sales short term. Could involve using money off coupons or special offers. . Face-to-face interactions with one or more prospective users, for the purpose of

Personal selling:

generating increased activity. In a library context this will include the so-called academic detailing one-to-one meetings with new or existing staff to brief them about a specific project or service

Is the sending of publicity material to a named person within an organisation Direct mail allows an organisation to use their resources more effectively by Direct Mail allowing them to send publicity material to a named person within their target segment. By personalising advertising, response rates increase thus increasing the chance of improving sales. Listed below are links to organisation who's business involves direct mail. Internet Marketing Promoting and selling your services online.

Promotional strategies
Promotional strategy operates synergistically with market research in an iterative feedback loop whereby the constantly changing requirements of users are responded to by promotional activities that target (or even anticipate) these expressed needs. Such activities need to be managed. They can require the allocation and expenditure of resources, whether physical (promotional products) or intangible (staff time or use of existing facilities). As such they cannot simply be allowed to grow organically they require shaping and direction via a promotional strategy.

Objective of promotional strategies

To provide information and education to users. To increase demand, usage and value in the organization. To differentiate the product. To accentuate the value of the product/service. To stabilize existing activity levels.

Different types of promotion strategies

1. Message and media strategy. 2. Push and pull strategy. 3. Communication model AIDA. 4. Internet promotion.

1. Message and media strategy. An effective communication campaign should comprise of a well thought out message strategy. What message are you trying to put across to your target audience? How will you deliver that message? Will it be through the appropriate use of branding? Logos or slogan design? The message should reinforce the benefit of the product and should also help the company in developing the positioning strategy of the product. Companies with effective message strategies include: Just dance: sab kush bula kay just dance, Nike-just do it. Media strategy refers to how the organization is going to deliver their message. What aspects of the promotional mix will the company use to deliver their message strategy. Where will they promote? Clearly the company must take into account the readership and general behavior of their target audience before they select their media strategy. What newspapers do their target market read? What TV programmes do they watch? Effective targeting of their media campaign could save the company on valuable financial resources. 2. Push and pull strategy.

Above a pull strategy (left) push strategy (right). Communication by the manufacturer is not only directed towards consumers to create demand. A push strategy is where the manufacturer concentrates some of their marketing effort on promoting their product to retailers to convince them to stock the product. A combination of promotional mix strategies are used at this stage aimed at the retailer including personal selling, and direct mail. The product is pushed onto the retailer, hence the name. A pull strategy is based around the manufacturer promoting their product amongst the target market to create demand. Consumers pull the product through the distribution channel forcing the wholesaler and retailer to stock it, hence the name pull strategy. Organizations tend to use both push and pull strategies to create demand from retailers and consumers. 3. Communication model AIDA

AIDA is a communication model which can be used by firms to aid them in selling their product or services. AIDA is an Acronym for Attention, Interest, Desire, Action.. When a product is launched the first goal is to grab attention. Think, how can an organization use it skills to do this? Use wellknown personalities to sell products? Once you grab attention how can you hold Interest, through promoting features, clearly stating the benefit the product has to offer? The third stage is desire, how can you make the product desirable to the consumer? By demonstrating it? The final stage is the purchase action, if the company has been successful with its strategy then the target customer should purchase the product. 4. Internet promotion strategy.

The development of the World Wide Web has changed the business environment forever. Dot com fever has taken the industry and stock markets by storm. The e-commerce revolution promises to deliver a more efficient way of conducting business. Shoppers can now purchase from the comfort of their home 24 hours a day 7 days a week.

Owning a website is a now a crucial ingredient to the marketing mix strategy of an organisation. Consumers can now obtain instant information on products or services to aid them in their crucial purchase decision. Sony Japan took pre-orders of their popular Playstaion 2 console over the net, which topped a 1 million after a few days, European football stars are now issuing press releases over the web with the sites registered under their own names. Hit rates are phenomenal. Advertisers have now moved their money over to the internet as customers are on average spending more time online then watching TV. Popular ways to advertise seem to be with banners and pop ups.

Major approaches to developing a promotional campaign

Image building intended to communicate an image and generate use preference for a brand or product on the basis of symbiotic value. What do users think of when they hear the word Dance? Is it a positive image? 1. Product differentiation focused on some dimension of the product that competing brands do not offer or accents some way in which using the product provides the solution to a user problem. 2. Positioning involves establishing the image of the library as it functions within the community. It promotes a brands competitive position, is often the focal point of

promotional campaigns. Questions: What is the dance show positionhow are you seen? Is the dance show considered an active and necessary part of the life? 3. Direct response- a promotional approach intended to elicit a direct, measurable response, such as an order.

How Do You Plan a Promotion

1. Analyze Needs: Seek out specific interests, needs, and problems in the learning community. Examine how these connect to your programs mission and goals; 2. Build Partnerships: Get others involved with your promotion. Consider curriculum connections. Reach out to other members of the learning community. To ensure success, be sure that you get a few people committed to the project from the beginning. 3. Develop Activities and Resources: Develop the materials needed to implement your project. Whats the timeline? Who will do what, when? What advertising materials are needed? 4. Advertise the Promotion: Be sure that everyone is aware of the event or activity. Develop a press release, insert a note in the school newsletter, and create flyers. 5. Share your Success: An important element of promotion is communication. Be sure that people know about the success of your project. Use local newspapers, school newsletters, center website, and bulletin boards to share your success. 6. Implement the Promotion: As you implement the program be sure to collect data. Count people, conduct a survey, ask for comments, take photographs, and collect sample products. 7. Evaluate: Consider the effectiveness of the program. Immediately revise materials for the next time you use this promotion. Plan for the future.

Promotional strategies adopted by various dance reality shows.

Promotional strategies adopted by just dance reality show. 1. Message and media strategies. which include, promotion By banners.

By posters

 By logos

By an effective communication campaign.

By slogan-

sab kucch bhula ke just dance.

2. Pull and push strategy. Just dance follow the pull strategy. By organizing an event in different places. By taking Audition in various cities or states of India along with abroad. 3. Communication model AIDA.

By using big celebrity Hritik roshan as a mentor of the show. By using most popular Indian choreographer as other mentors. By launching various promo videos of H R which divert the attention of the Peoples

towards show. Winning amount, prizes and trophy. Guest celebrity for promoting their upcoming movies as well as the show.

4.

Internet promotion strategy.

By using digital media. Advertisers have now moved their money over to the internet as customers are on average spending more time online then watching TV. By using social sites like face book.

Promotional strategy adopted by dance India dance.

1. Message and media strategies. which include, promotion. By banners.

By posters.

By logos.

 By an effective communication campaign.

By slogan.

Dance India dance.

2. Pull and push strategy. Dance India dance also follow the pull strategy. By organizing an event in different places. By taking Audition in various cities or states of India. 3. Communication model AIDA. By using big celebrity Mithun chakraborty aas a grandmaster of the show. By using most popular Indian cherographer such as Terrance lewis Remo dsouza and Geeta kapoor.

 Winning amount, prizes and trophy. Guest celebrity for promoting their upcoming movies as well as the show.

4. Internet promotional stratergies. By using digital media. Advertisers have now moved their money over to the internet as customers are on average spending more time online then watching TV. By using social sities like face book. 5. Out of home advertisement.

Closing words
if the circus is coming to town and you paint a sign saying Circus Coming to the Fairground Saturday, thats advertising. If you put the sign on the back of an elephant and walk it into town, thats promotion. If the elephant walks through the mayors flower bed, thats publicity. And if you get the mayor to laugh about it, thats public relations. If the towns citizens go the circus, you show them the many entertainment booths, explain how much fun theyll have spending money at the booths, answer their questions and ultimately, they spend a lot at the circus, thats sales.