Promotion; meaning, definition, concept, elements, importance and promotional strategies

Name:Syed Zeshan Hyder
Qual. MTTM central University of kashmir
Contact:7889824470

1. Prepared by:-Syed Zeshan Hyder D epartment of tourism studies Roll No:-30 -MTTM-2018 Presentation topic Promotion; Meaning, Definition, Concept, Elements, importance and promotional strategies

2. Promotion Promotion is concerned with marketer’s activities in communication both with members of the target market and the middleman to increase the chances that the planned sequence of sales i.e. ownership transfers takes place smoothly and efficiently Promotion acts as a medium through which we can make the customers aware about the various products in the market.

3. Promotion is any marketing effort whose function is to inform or persuade actual or potential customers about the merits of the given product or service for the purpose of introducing a consumer either to continue or to start purchasing the firms product or service at the same Promotion is telling and selling .it is an exercise in information ,persuasion and influence. These three are inter related in the sense that to inform is to persuade and if a person is persuaded ,he is informed .

4. Communication must to target the audience effectively and efficiently. Activity that supports the furtherance of a cause, or an aim. The publication of a product, organization, or venture to increase sales of public awareness

5. Importance of promotion Informing the people To convince To stimulate demand To differentiate the products Highlight the quality of the product To build image Creating awareness

6. Promotion Mix Promotion mix refers to the combination of various promotional tools to be used by an organization to provide information to the customers about a product and persuade them to purchase it. these tools are advertising, personal selling ,sales promotion and publicity. What combination of these tools should be made by a firm is an important decision taken under promotion mix

7. Elements of Promotion Mix Advertising Personal selling Sales promotion ,And Publicity

8. 1.Advertising Advertising is a most commonly used tool for promotion. It can be defined as a paid form of impersonal presentation and promotion of goods and services by an identified sponsor According too David Ogilvy. if you are trying to persuade people to do something or buy something it seems to me you should your language in which they think According to Andy Travis ,we find that advertising works the way the gross grass grows you can never see it, but every week you have to move the lawn.

9. Features of advertising It is a form of mass communication It is non personal It is done by an identified sponsor It is a necessary marketing function without which consumer would never know of the existence of product

10. Objectives of Advertising To apprise people about the product and create their interest in the product To extend active support to personal selling To increase the volume of sales To create and maintain permanent demand for the product To enhance the goodwill of the concerned To protect the people against the limitation To educate the people about the use and application of the product To create confidence in the minds of the people

11. 2.Personal Selling Personal selling is a personal form of communication where direct face to face conversation takes place between the buyer and the seller for the purpose of exchanging goods and services Personal selling consists of contacting prospective buyers of product personally You don’t close a sale ,you open a relationship if you want to build a long-term successful enterprise Richard Buskrik Patricia Fripp

12. Importance of personal Selling Effective promotional tool Flexible tool Minimizes wastage of efforts Customer attention Direct link with customers Helps in identifying needs Latest market information Generates demand of products Career opportunities

13. Sales Promotion It refers to the use of short term incentives to persuade the people to purchase the goods or services immediately .These incentives are free gift offer, distribution of free samples, rebate sales contests etc.

14. Commonly used sales promotion methods Discount Refunds Product combination Quantity Gift Usable benefits Samples

15. Publicity Publicity is non paid and non personal form of communication. It takes place when any news regarding a product or a service is presented in a mass media. More credibility. Mass research. Advantages

16. Promotional strategies Promotional strategy consists of design of the four promotional elements i.e. personal selling , advertising, promotion and publicity & the development of a strategy to put this design into practice. promotional strategy is generally influenced by a host of factors ,viz. the nature of the product, the nature of the customers, life cycle of the product’s life cycle, funds available for promotion budget, brand differention,purchase frequency, and market penetration.

17. THANKS