Promotion Tools

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Promotion is one of the four elements of marketing mix. It is the communication link between sellers and buyers for the purpose of influencing , informing a potential buyer's purchasing decision. The four most important tools of promotion are Advertising, Sales Promotion, Direct Marketing and Public Relation. Advertising is defined as any form of paid communication or promotion for product, service and idea Advertising development involves a decision across five M’s Mission, Money, Message, Media and Measurement. General public is aware about a product and its creativity, advertisement make consumer or we can say influence and push them to buy the product. The advertisement is asset of an organization as it can be used for long time. Advertisement is the most expensive element of promotion. Promotion is an incentive tool used to drive up short term sales. It also includes coupons offers, schemes which will automatically increase the sale which will also result in increased profit. Sales promotion strategy is basically based on objective of the company. Sales promotion activity should under-go pretest before implementation. Once the activity is launched it should be controlled as to remain within the budget. Evaluation program is a must after implementation of the promotional scheme. Companies cannot survive in isolation they need to have a constant interaction with customers, employees and different stakeholders. This servicing of relation is done by the public relation office. The major function of the public relation office is to handle press releases, support product publicity, create and maintain the corporate image, handle matters with lawmakers, guide management with respect to public issues. The public relation the major part of promotion because sometime the quality of product is ignored if the public relation is strong and its also create a strong bond between the...
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