Promotion Mix

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PROMOTION MIX

PROMOTION:

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:

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:

Advertising

Sales Promotions

Publicity / Public Relations

Personal Selling

Event Management

ADVERTISING

Paid form of communicating a message

Uses various media

Persuasive, Informative

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

SALES PROMOTIONS

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.

PUBLIC RELATIONS

Defined as using the news or press to carry positive stories about a company or products

Involves cultivating a good relationship with...
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