Purpose of Promotions and Advertising

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Purpose of Promotions and Advertising

The purpose of promotion is to communicate directly with potential or

existing customers, in order to encourage them to buy the product and

recommend it to others. The promotional mix involves different forms

of promotions. There are:

* Personal selling

* Public Relations

* Sales promotion

* Direct Marketing

* Trade Fairs and Exhibitions

* Sponsorship

* Advertising

v Personal selling

It is a form of promotion which involves direct contact between the

Lancôme's sales representatives and prospective customers. Normally it

can be seen on the street or in centres.

Advantages

* It is easier to persuade customers to buy the product

* The selling person may know what the feeling/reaction of the

customers is

* It is clear to let customers know everything about the product

such as functions, where it made and background etc

Disadvantages

* If the selling person is not adroit in the conservation, customers

may be unhappy and go away

* Customers may not have time to listen to the selling person's

introduction of the product

v Public Relations

Public relations is all about publicising and promoting a positive

image of Lancôme organisation's achievements with a view to

influencing customers to buy products. Major retailers spend a great

deal on public relations to promote a responsible, caring and

high-quality image. Other companies carry out public relations to:

* Increasing understanding of the company, its scope and products

* Bring the company and its products to the attention of a wider

audience

* Generate more business and profits

v Sales promotion

A sales promotion is an attempt to communicate with our customers and

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