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Types of promotion (advertising ((mass marketing — television, radio,…
Types of promotion
advertising
Advertising is a paid, non-personal message. Print and electronic mass media are used to communicate a message about a product.
The main advantage of advertising is that it provides businesses with the flexibility to reach an extremely large audience or to focus on a small, distinct segment of the population.
mass marketing — television, radio, newspapers and magazines
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product endorsement
Product endorsement occurs when celebrities, who act as opinion leaders, express their support for a product.
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sponsorship
Sponsorship provides an opportunity for a business to directly promote its products towards a select group of consumers who have a common interest
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relationship marketing
Businesses are looking for ways to develop long-term relationships with individual customers, a process known as relationship marketing.
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sales promotion
A business may decide to offer a direct inducement to customers in an attempt to sell more of its product.
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Loyalty reward programs. These offer ‘rewards’ to those ‘loyal’ customers who purchase specified amounts or make repeat purchases.
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Refunds. Part of the purchase price is given back to those customers who send in a voucher with a specific proof of purchase.
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personal selling
Personal selling involves the activities of a sales representative directed at a customer in an attempt to make a sale. For example, a real estate agent uses personal selling when he or she shows a house and tries to persuade the potential home owner to purchase it.