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Using Effective Promotions

This document discusses various promotional tools and techniques for marketing. It describes the traditional promotion mix, which includes advertising, sales promotion, public relations, and personal selling. Advertising involves paid, nonpersonal communication through various media. Sales promotion stimulates short-term purchasing through discounts, gifts, and other incentives. Public relations involves building relationships with the public through transparency and responsiveness. Personal selling involves direct interaction with customers to make sales. The document also discusses how companies can manage their promotion mix and the differences between business-to-business and business-to-consumer approaches.

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Phương Trâm
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40 views

Using Effective Promotions

This document discusses various promotional tools and techniques for marketing. It describes the traditional promotion mix, which includes advertising, sales promotion, public relations, and personal selling. Advertising involves paid, nonpersonal communication through various media. Sales promotion stimulates short-term purchasing through discounts, gifts, and other incentives. Public relations involves building relationships with the public through transparency and responsiveness. Personal selling involves direct interaction with customers to make sales. The document also discusses how companies can manage their promotion mix and the differences between business-to-business and business-to-consumer approaches.

Uploaded by

Phương Trâm
Copyright
© © All Rights Reserved
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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USING EFFECTIVE

PROMOTIONS

Group 24
Nguyễn Phương Trâm
Vũ Ngọc Thu Trâm
Trần Hoàng Minh Trí
PROMOTION AND
PROMOTION MIX
• Promotion, which is one of the four Ps of marketing,
consists of all the techniques sellers use to influence
and convince people to buy their products or services.

• The combination of promotional tools an organization


uses is called its promotion mix.

• Integrated marketing communication (IMC) combines


the promotional tools into one comprehensive, unified
promotional strategy.
THE TRADITIONAL
PROMOTION MIX
Advertising
• Advertising is paid, nonpersonal communication
through various media by organizations and
individuals who are in some way identified in the
advertising message.
• Major goals of advertising are inform, persuade,
and remind.
The use of infomercials, online
advertising, and social media
advertising is growing
Infomercials are growing in importance because they show products in use and present
testimonials to help sell goods and services.

Onine advertising pushes customers to a website where they can learn more about company and
its products.

With socia media advertising, companies can test ads and other promotions before bringing
them to traditional media like TV.
Steps in the Selling Process
B2B B2C
1. Prospect and Qualify 1. Approach
2. Preapproach 2. Ask questions
3. Approach 3. Make presentation
4. Make a presentation 4. Close sale
5. Answer Objections 5. Follow up
6. Close the Sale
7. Follow up
PUBLIC RELATIONS

Steps Publicity
Listen to the pubic Free

Change policies and procedures More Effective Than Advertising


Inform people you’re responsive to Believable
their needs
No Control
No Repetition
Sales Promotion
Sales promotion is the promotional tool that stimulates consumer purchasing and dealer interest by means of short-term
activities

Effective sales promotion examples


1. Free gift with purchase
2. Holiday or special day discounts
3. Affiliates or refer-a-friend discount
4. Club membership with perks

Sales promotion techniques


Word of mouth promotion is a
promotional tool that involves people
telling other people about products
they have purchased.
Using Word of Mouth
and
Other Promotion Important for products like:
• Restaurants
• Daycare & Eldercare
• Car repair shops
• Hair stylists
• Hotels
Managing the Promotion Mix

• Large, homogeneous groups of consumers are best reached


through advertising
• Large organizations are best reached through personal selling
• Sales promotion motivates to buy now
• Publicity adds support and creates a good impression
• Word of mouth is often the most powerful promotional tool.
Steps in the Selling Process
Push Pull
• Convince wholesalers and retailers to • Heavy advertisements and sales
stock and sell. promotion efforts.
• Producer uses advertising, personal • Directed at consumers so that they
selling, sales promotion to convince the will request the products from
intermediaries. retailers.
• Idea is to push the product through • Products are pulled down through
the distribution system to the stores the distribution system
Reference
• Teacher’s power point
• Using Effective Promotion. Understanding Business Book ( chapter 16, pp.408-432)
• Constant Contact (2021, May 13). Effective sales promotion examples. 12 Effective Sales
Promotion Examples
• https://www.constantcontact.com/blog/sales-promotion/
• SlidePlayer (2018). Using Effective Promotions
• https://slideplayer.com/slide/14178708/
• Studocu (2018/2019). Using Effective Promotions Chapter 16
• https://www.studocu.com/en-us/document/drexel-university/foundations-of-business-i/using-
effective-promotions-chapter-16/15405324
Thank you for
listening!

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