Promotion is the process of communicating with individuals, groups or organizations to directly or indirectly facilitate exchanges by informing & persuading audiences to accept an organization /its products. One of the 4P's of Marketing, it includes all tools available for ‘Marketing Communication’
Retail Promotion is a comprehensive term for the means by which the retail offer is communicated to target customer groups, in order to inform, persuade & remind them of the benefits of utilizing a specific retailer’s outlet or to make a purchase of products, services and / or ideas offered for sale from the retailer.
ELEMENTS OF RETAIL PROMOTION MIX:
Basic tools to accomplish the retailer’s objectives including:
Publicity / Public Relations
Paid form of communicating a message
Uses various media
Designed to influence purchasing behavior or thought patterns.
Defined as a one-way communication whose purpose is to inform potential customers about products & services, & how to obtain them.
Examples of media to deliver messages
Mass Media: Television, Radio, Print
Direct Media: Leaflets, catalogues
Outdoor Media: Billboards, Kiosks, Banners
New Media: Video games, Internet
Use of publicizing methods other than paid advertising to promote a product, service, etc.
Activities, usually short-term, designed to attract attention to a particular product & to increase its sales.
Usually run alongside advertising campaigns.
Product may be offered at a reduced price or with a special offer
May be supported by additional activities – telemarketing, competitions etc.
Defined as using the news or press to carry positive stories about a company or products
Involves cultivating a good relationship with...