Extreme Promotion
Online advertising, marketing & promotion specialist.
Promotion involves disseminating information about a product, product line, brand, or company. It is
one of the four key aspects of the marketing mix. (The other three elements are product management, pricing, and distribution.)
Promotion is generally sub-divided into two parts:
- Above the line promotion: Promotion in the media (e.g. TV, radio, newspapers, Internet and Mobile Phones) in which the advertiser pays an advertising agency to place the ad
- Below the line promotion: All other promotion. Much of this is intended to be subtle enough that the consumer is unaware that promotion is taking place. E.g. sponsorship, product placement, endorsements, sales promotion, merchandising, direct mail, personal selling, public relations, trade shows
The specification of these four variables creates a promotional mix or promotional plan. A promotional mix specifies how much attention to pay to each of the four subcategories, and how much money to budget for each. A promotional plan can have a wide range of objectives, including: sales increases, new product acceptance, creation of brand equity, positioning, competitive retaliations, or creation of a corporate image.
An example of a fully integrated, long-term, large-scale promotion are My Coke Rewards and Pepsi Stuff.
There are four main aspects of a promotional mix (or communication mix). These are:
- Advertising- Any paial presentation and promotion of ideas, goods, or services by an identified sponsor. Examples:
Print ads, radio, television,
billboard, direct mail, brochures and catalogs, signs, in-store displays, posters, motion pictures, Web pages, banner ads, and emails.
- Personal selling - A process of helping and persuading one or more prospects to purchase a good or service or to act on any idea through the use
of an oral presentation. Examples: Sales presentations, sales meetings, sales training and incentive programs for intermediary salespeople, samples,
and telemarketing. Can be face-to-face or via telephone.
- Sales promotion- Incentives designed to stimulate the purchase or sale of a product, usually in the short term. Examples: Coupons, sweepstakes,
contests, product samples, rebates, tie-ins, self-liquidating premiums, trade shows, trade-ins, and exhibitions.
- Public relations - Non-paid non-personal stimulation of demand for a product, service, or business unit by planting significant news about
it or a favorable presentation of it in the media. Examples: Newspaper and magazine articles/reports, TVs and radio presentations, charitable
contributions, speeches, issue advertising, and seminars.
Sponsorship is is sometimes added as a fifth aspect.
Sales Promotion is one of the five aspects of Promotional mix. (The other four parts of the promotional mix are advertising, personal selling,
direct marketing and publicity/public relations.) Media and non-media marketing communication are employed for a pre-determined, limited time to
increase consumer demand, stimulate market demand or improve product availability. Examples include:
- contests
- point of purchase displays
- rebates
- free travel, such as free flights
Sales promotions can be directed at either the customer, sales staff, or distribution channel members (such as retailers). Sales promotions
targeted at the consumer are called consumer sales promotions. Sales promotions targeted at retailers and wholesale are called trade sales
promotions. Some sale promotions,
particularly ones with unusual methods, are considered gimmick by many.
Older version of this page
References
- Wikipedia.org
- Stuart Mitchell, "Resale price maintenance and the character of resistance in the conservative party: 1949-64," Canadian Journal of History 40, no. 2 (August 2005): 259-289.
Sales Promotions for kids Sales promotions are sales like Buy One Get One Free, Half Price or Money Off. Like in Tesco or Sainsbury's or Marks and Spencers, You always see sales going on where evere you go.
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