Promotional Decisions
Running Head: PROMOTION
Promotional Decisions in Marketing
Nadine Mwihaki Maina
08smc119
Principles of Marketing
BCM208
Mr. Kiarie
TABLE OF CONTENT
1. INTRODUCTION
1.1 Definition of promotion
1.2 Reasons for promotion
1.3 Elements of Promotion
1.4 Promotion Strategy
2. ADVERTISING
2.1. Definition of advertising
2.2. Tools used in advertising(Seven steps of advertising)
2.3. Types of advertising
2.4. Reasons for advertising
3. PUBLIC RELATIONS
3.1. Definition of public relations
3.2. How public relations and marketing are related
3.3. How to use public relations as a promotion decision/effort
3.4. Advantages of Public Relations as a promotion tool
4. PERSONAL SELLING
4.1. Definition and Role of Salesperson
4.2. Steps of Personal Selling
5. PUBLICITY
5.1. Publicity defined
5.2. Difference between publicity and public relations
5.3. Example of a Publicity Stunt
6. SALES PROMOTION.
6.1. Coupons
6.2. Premiums
6.3. Price-Off’s
6.4. Free sampling
7. CONCLUSION
8. REFERENCES
1. INTRODUCTION
1.1 Promotion
It is a form of communication; hence it means a source sending a message to a receiver using some form of medium.
According to Daniel Yadin, in ‘The International Dictionary of Marketing’, promotion is advertising and other forms of sales presentation, designed to encourage “fast consumer or trade up-take of a product or service,” (2002, p.310).
To run a good promotion one needs techniques and tools. According to Yadin these techniques, tools, activities mixed to meet the needs of individual marketing campaigns, is called the promotion mix (Yadin, 2002, p.311). The promotion mix can include advertising, public relations, e-commerce, packaging, promotional give aways' among others. This paper will look at some elements found in the promotion mix.
1.2 Reasons for Promotion
There are three major reasons or aims for promoting a product or a service. These reasons are:
• To inform
• To persuade
• To remind
To Inform: Peter Bennet in his book “Marketing” says that marketers
Promotional Decisions in Marketing
Nadine Mwihaki Maina
08smc119
Principles of Marketing
BCM208
Mr. Kiarie
TABLE OF CONTENT
1. INTRODUCTION
1.1 Definition of promotion
1.2 Reasons for promotion
1.3 Elements of Promotion
1.4 Promotion Strategy
2. ADVERTISING
2.1. Definition of advertising
2.2. Tools used in advertising(Seven steps of advertising)
2.3. Types of advertising
2.4. Reasons for advertising
3. PUBLIC RELATIONS
3.1. Definition of public relations
3.2. How public relations and marketing are related
3.3. How to use public relations as a promotion decision/effort
3.4. Advantages of Public Relations as a promotion tool
4. PERSONAL SELLING
4.1. Definition and Role of Salesperson
4.2. Steps of Personal Selling
5. PUBLICITY
5.1. Publicity defined
5.2. Difference between publicity and public relations
5.3. Example of a Publicity Stunt
6. SALES PROMOTION.
6.1. Coupons
6.2. Premiums
6.3. Price-Off’s
6.4. Free sampling
7. CONCLUSION
8. REFERENCES
1. INTRODUCTION
1.1 Promotion
It is a form of communication; hence it means a source sending a message to a receiver using some form of medium.
According to Daniel Yadin, in ‘The International Dictionary of Marketing’, promotion is advertising and other forms of sales presentation, designed to encourage “fast consumer or trade up-take of a product or service,” (2002, p.310).
To run a good promotion one needs techniques and tools. According to Yadin these techniques, tools, activities mixed to meet the needs of individual marketing campaigns, is called the promotion mix (Yadin, 2002, p.311). The promotion mix can include advertising, public relations, e-commerce, packaging, promotional give aways' among others. This paper will look at some elements found in the promotion mix.
1.2 Reasons for Promotion
There are three major reasons or aims for promoting a product or a service. These reasons are:
• To inform
• To persuade
• To remind
To Inform: Peter Bennet in his book “Marketing” says that marketers
References: 1. Bennett, D., P. (1988). Marketing. New York: McGraw Hill Press. 2. Bradford, K., D., &, Weitz, B., A. (1999). Personal selling and sales management. Academy of marketing science journal, 27, p.241. 3. Bovay, K. (2010). Marketing mix: four promotion tools. www.pennstateuni.com, retrieved on 2/14/2011 at 10:33 am. 4. Futrell, C., M. (1996). Fundamentals of selling: customers for life. Chicago: McGraw Hill Press. 5. Jefkins, F. (1998). Public relations. Great Britain: Pearson Publishers. 6. Simon, R. (2001). Public relations: concepts and practices. Michigan: Touchstone Publishers. 7. Yadin, D. (2002). The international dictionary of marketing. Milford: Kogan Page Limited. 8. Sample of press release. (2010). www.smetoolkit.org, retrieved on 2/20/2011 at 12:45 pm. 9. O.B publicity stunt. (2011). www.trendhunters.com, retrieved on 2/20/2011 at 14.30 pm.