ANALYSIS OF PROMOTION MIX AS A TOOL OF MARKETING COMMUNICATION
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ANALYSIS OF PROMOTION MIX AS A TOOL OF MARKETING COMMUNICATION
Marketers have to understand the unique
characteristics and the cost of each promotion tool in deciding the
promotion mix. Let us examine each of the major tools.
A Advertising: the company forms of advertising
make it hard to generates above its unique qualities. However, several
qualities can be noted.
- Advertising can reach masses of geographically dispersed
buyers at a low cost per expire for example, tv advert can reach huge
audiences.
- Beyond its reach, large scale advertising by a seller say, something positive about the seller size, popularity and success.
- Because of advertising public nature, consumer, tend to view
advertised products as standard and legitimale – buyers know that
purchasing the product will be understood and accepted publically.
- Advertising enables the sellers to repeat a message many
times, and its lets the buyer receive and compare the massages of
serious competitors.
- Advertising is also very expensive in nature and allowing
the company to dramatise its products through the artful use of print,
sound and colour.
- On the other hand, advertising can be used to build up a long – term image for a product (such as cola – cola advertising).
Lastly, advertising can trigger quick sales (as when a department store advertising a weekend sale).
B Personal Selling: personal selling is the
most affective tool of certain stages of the buying process,
particularly in building up buying preferences, convictions and action.
Compare to advertising, personal selling has several unquie qualities.
- It involve personal interaction between two or more people,
so each person can observe the other needs and characteristics and make
quick adjustment.
- Personal selling also allows all kinds of relationship to
spring up, ranging from a matter – of fact selling relationship to a
deep personal friendship. The effective sales person keeps the customer
interest of heart in order to build a long – term relationship.
- Finally, with personal selling the buyer usually feels a
greater need to listen and respond, even if the response is a polite “
no thank you”
C Sales promotion: sales
promotion includes a whole assortment of tools coupons, contest price
reductions, premium offers, free good and other all of which have many
inquires qualities.
- They attract consumer attention and provide information that may lead to purchase.
- They offer strong incentive to purchases by providing inducements or contributions that give additional values to consumer.
- Moreover, sale promotion invite and reward quick s
response. Where as advertising say ‘buy our product? Sales promotion
offers incentive to consumers to buy it now.
D Public Relation: public
relation or officer have several unique qualities it is all those
activities that the organization does not to communicate with target
audience which are not directly paid for.
- Public relation believable: news stories feature and event seen
more real and believable to research than advertising do.
- Public relation can reach many prospects who avoid sales
person’s and advertisement since the message get to the buyers as
‘news’ rather than as a sales directed communication .
- An, like advertising, public relation can dianatise a
company or product. The body shop is one of the few international
companies that have used public relation as a more effective
alternative to mass tv. Advertising
ANALYSIS OF PROMOTION MIX AS A TOOL OF MARKETING COMMUNICATION
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Advertising can reach masses of geographically dispersed buyers at a low cost per expire for example, tv advert can reach huge audiences.
Beyond its reach, large scale advertising by a seller say, something positive about the seller size, popularity and success.
Because of advertising public nature, consumer, tend to view advertised products as standard and legitimale – buyers know that purchasing the product will be understood and accepted publically... marketing project topics
ANALYSIS OF PROMOTION MIX AS A TOOL OF MARKETING COMMUNICATION