Promotion BDI3C

Promotion We use promotion to bring our product or service to the attention of the target market. Promotional activities include advertising, personal selling, publicity, and sales promotion. All the components of promotion depend on effective communication. Entrepreneurs use promotion to inform the target market of a new product/service, to persuade them to try the product/service, and to remind them that the product/service is still around.

Advertising A ttention I nterest D esire A ction Advertising should attract the attention of your customer, create an interest in the product/service, stimulate a desire to have the product/ service, and encourage the customer to seek out and buy the product/service.

Media E.g., newspapers, magazines, radio, television, Internet, direct mail. The medium you select will depend on the following factors: –The audience you want to reach –The number of people who will see the advertising –The trading area to be covered (a neighborhood, a city, a province, a country, many countries) –The budget –The suitability of the medium to the product/service, and to the target market

Personal Selling A good salesperson makes the customer feel like they are the most important person in the world. A salespersons job is to show the customer how the features of a product/service satisfy his needs/wants. To do this, the salesperson must have a solid and thorough knowledge of the product/service.

Publicity This is an unpaid message delivered by the media to the target market when the media decide that a product is newsworthy. The reporter provides a factual account of the product/service without trying to persuade customers to buy it.

Sales Promotion An activity undertaken to increase sales and support advertising. –E.g., free samples to encourage consumers to try a new product; coupons and coordinated programs with other stores/products.