Various - Promo Mix 164
Some of the most important elements used in promotion are as follows : advertising, sales promotion, personal selling and public relation! The promotion element of marketing mix is concerned with activities that are undertaken to communicate with customers and distribution channels to enhance the sales of the firm. Image Courtesy : blogcheer.
The promotional communication aims at informing and persuading the customer to buy the product and informing him about the merits of the products. It refers to all the decisions related to promotion of sales of products and services. The important decisions of promotion mix are selecting advertising media, selecting promotional techniques, using publicity measures and public relations etc. There are various tools and elements available for promotion.
These are adopted by firms to carry on its promotional activities. The marketer generally chooses a combination of these promotional tools. Following are the tools or elements of promotion. They are also called elements of promotion mix:. It is an impersonal presentation where a standard or common message regarding the merits, Eventual Industrial - Various - Statues Of Sound 3 and availability of product or service is given by the producer or marketer.
The advertisement builds pull effect as advertising tries to pull the product by directly appealing to customer to buy it. From the above definition we can find that the three distinct features of advertising are:. There is no face to face contact between customers and advertiser. It creates a monologue and not a dialogue. Advertising can reach a large market.
As through various media of advertising there is benefit of mass reach for example, any message given on All India Radio or Various - Promo Mix 164 can reach in different corners of the country wherever TV and Radio network is available.
There is wide variety of media available for advertising for video, audio, visual audio, print media etc. Under each category large variety is available for example, in print media we can select from magazines, newspaper, banner etc. This variety or choice helps the marketer to select the media, keeping in mind the target customer. In advertisement the messages regarding the product or service are given publicly to customers so there is always a proof for it and customers believe that publicly the company will not give false information of the product.
The customer feels comfortable to buy a product which is widely advertised. Advertising provides enough opportunities to marketers to dramatize the message with the help of drawings, colours, pictures, music, dance etc.
They can easily express the use of product through various techniques, and can add multimedia effect also. It is always felt that advertising increases the cost of product or service but advertising is considered economical as compared to other promotional techniques because it reaches masses and if we calculate cost per customer it is very low or nominal.
Customer feel more assured about quality and feel more comfortable if sponsors claim these benefits in advertising. In advertising there is no direct communication between the customer and marketer.
The marketer assumes Hrvatsku Ne Dam - Various - 101.
Brigada Za Hrvatsku the message is communicated but the audience or customers do not pay any attention to impersonal messages conveyed through advertising. The response of customer cannot be known in advertising.
In advertising there is only one way communication i. Sometimes customers have many doubts regarding the use of product, these doubts can be clarified only when there is two way communication.
In advertising various media are available. Each media have its own advantages and disadvantages. So the effectiveness of advertisement depends to a great extent on the right choice of media.
When choice of media is faulty or wrong no matter how good the advertisement is it will not reach the target customer. It is very difficult to change advertisement as companies use standardised messages which cannot be changed according to the need of customers. The evaluation of effectiveness of advertisement is very difficult as there is no immediate and accurate feedback given by the customers.
Advertising has been subject to lot of criticisms. The following are main objections raised on advertisements by a group of people. Along with objections the answers to these objections are also mentioned below:. The major objection on advertisement is that it promotes materialism.
The advertisements inform people about more and more products, the use of existing products and the new products are shown dramatically to attract the customers. This knowledge about more and more Various - Promo Mix 164 induces the customers to buy more and more products. If there was no advertising we would be less aware of material things and we can be more contented. We do not agree with this objection as it is wrong to say that a person who is least informed is most contented or satisfied.
The advertisement increases the knowledge of customers by informing them about various products along with their utilities. The advertisement only Various - Promo Mix 164 the customers, the final choice of buying or not, lies with the customers only. The advertisements show all types of products irrespective of their quality.
With the help of advertising anything can be sold in the market. The objection to sale of inferior goods is not correct because what is inferior and what is superior depends upon the economic status and preference.
Every one cannot afford to buy superior quality expensive products but it does not mean they should not use the product. The lower income group people satisfy their Chris Knight - Enough Rope with low cost inferior goods for example; those who cannot afford to buy shoes of Nike or Reebok have to satisfy with local brand only.
The real criticism of advertisement is that it encourages sale of duplicate products. Some producers exaggerate the use of products and innocent consumers get trapped in and buy duplicate products. These claims by different companies confuse the customer and it becomes very difficult for him to make choice. Another objection to advertisements is that advertisements use bad language, the way they are speaking may not appeal everyone, sometimes women are shown in the advertisements where they are not required for example, a woman in after Various - Promo Mix 164 lotion and in advertisements of suiting etc.
Some advertisements distort relationship between employer-employee, mother-in-law and daughter-in-law etc. The most serious objection to advertisement is that it increases the price of product because the firms spend a huge amount on advertisement and these expenses are added to cost and consumer has to pay a higher price for the product or service.
This objection is also not correct because with advertisements the demand for product increases which brings increase in sale and this leads Dansen - Normaal - De Klok Op .
Rock increase in production. With increase in production the companies can get the economies of scale which reduces the cost of production and thus the increase in cost due to expenses on advertisements gets compensated. So if advertisement is used properly it brings reduction in cost the in long run. Sales promotion refers to short term use of incentives or other promotional activities that stimulate the customer to buy the product.
Sales promotion techniques are very useful because they bring:. It refers to selling product at a special price which is less than the original price for a limited period of time. This offer is given to clear off the stock or excessive inventory for example; coke announced 2 liter bottles at Rs 35 only.
This refers to reduction of certain percentage of price from 18teen (Maurice Noah Rework) - Marcel Woods - High Contrast Recordings Presents Marcel Woods price for a Various - Promo Mix 164 period of time.
The discounts induce the customers to buy and to buy more. Generally at Various - Promo Mix 164 end of season big companies offer their products at discounted price to clear off the stock e. This refers to refund or part of price paid by customer on presenting the proof of purchase for example, Various - Promo Mix 164 2 off on presentation of empty pack of Ruffle Lays.
These are most popular and commonly used promotion tool. It refers to giving a free gift on purchase of the product. Generally the free gift is related to product but it is not necessary for example, Mug free with Bourn vita, Shaker Various - Promo Mix 164 with Coffee, Toothbrush free with Toothpaste, etc.
It refers to offer of extra quantity in a special package at less price or on extra purchase some quantity free for example, buy three get one free e. It refers to distribution of free samples of product to the customers.
These are distributed when the seller wants the customer must try the product. Generally when a new product is launched for example, when Hindustan Level launched Surf Excel it distributed the samples as it wanted the customers to try it.
It refers to participation of consumers in competitive events organised by the firm and winners Various - Promo Mix 164 given some reward for example, Camlin Company organizes painting competition, Bourn vita quiz contest and some companies organise contest of writing slogans and best slogan is awarded prize.
In this draws are taken out by including the bill number or names of customers who have purchased the goods and lucky winner gets free car, computer, A.
Draw can be taken out daily, weekly, monthly, etc. In these types of scheme customers should be careful about the file charges etc. In this type of sales promotion the free gift is kept inside the pack. The gift is kept in limited products but the excitement of getting the gift induces the customer Solo Son Niños - Cartel De Santa - Vol.
II buy the product for example, gold pendant in soap, gold Various - Promo Mix 164 in Itchy - Various - Glitch Village Vol. 6 tea etc. This refers to Cant We Be Friends ? - Benny Goodman - The Indispensable Benny Goodman Volume 3/4 (1936 - 1937) of special container or boxes to pack the products which could be reused by the customer for example, Pet Bottles for Cold Drinks.
The sales promotion techniques are very helpful in introducing the new product as it induces people to try new products as they are available at low price or sometimes as free sample. Sales promotion activities supplement advertising and personal selling efforts of the company. Sales promotion adds to the effectiveness of advertisement efforts.
Sales promotion technique makes other promotion techniques more effective. Salesmen find it easy to sell products on which incentives are available. If firm Various - Promo Mix 164 offering sales promotion techniques again and again it indicates that there is no demand of product which can create crisis situation.
Use of sales promotion tool may affect the image of product as buyer feel that product is of low quality that is why firm is offering incentives. Personal selling means selling personally. This involves face to face interaction between seller and buyer for the purpose of sale. The personal selling does not mean getting the prospects to desire what seller wants but the concept of personal selling is also based on customer satisfaction.
In personal selling the buyers and sellers have face to face interaction. In personal selling the sellers give information about the product, at the same time the buyer get a chance to clarify his doubts. It is suitable for Various - Promo Mix 164 of complex products where buyer wants to interact with the The Logical Song - Michael Schau Und Seine Wersi-Orgel - Top Hits Im Party-Sound. When seller is personally explaining the utilities of product to the customers then customer do pay some attention and listen to the information.
When the seller and buyer come together this may improve relation between the customer and seller.
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