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Types of Promotion (Personal Selling (Personal selling involves the…
Types of Promotion
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. Because of its one-on-one nature, personal selling can be much more persuasive than advertising. In addition, the message can be modified to suit the individual customer’s circumstances.
Advertising
Advertising is a paid, non-personal message. Print and electronic mass media are used to communicate a message about a product. Because of the enormous number of products available, advertising is an important promotion strategy for business. A successful advertising campaign can result in increased sales and profit for a business.
mass marketing — television, radio, newspapers and magazines
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Publicity
Businesses rely on being in the public eye. Publicity is any free news story about a business’s products. It differs from advertising in that it is free and its timing is not controlled by the business.
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Sponsership
Sponsorship provides an opportunity for a business to directly promote its products towards a select group of consumers who have a common interest. Product endorsement occurs when celebrities, who act as opinion leaders, express their support for a product. These promotion strategies help improve the customer image of a product or brand.
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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. This type of promotion is referred to as sales promotion and aims to:
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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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Relationship Marketing
Customers want more individualised treatment. In response, businesses are looking for ways to develop long-term relationships with individual customers, a process known as relationship marketing. The ultimate aim is to create customer loyalty by meeting the needs of customers on an individual basis, thereby keeping customers coming back.
Product Endorsment
A written or public statement by a celebrity, business or professional group extolling the virtues of a product and recommending the use of the product to the public. A product endorsement from an authoritative figure is a key element in business advertising and marketing campaigns.