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
Promotion is advertising to potential customers in and effort to create an awareness of your business. It is reasonable to believe that without the ability to advertise a company would have a difficult time generating new customers.
When we look at an advertisement, we see what the advertisement company wants use to see in the ad. They have the luxury to cut, paste, and airbrush the photos to their liking and desired look and feel. When we look at ads, we think things and want things based on what we see or what we think we want. Our brains and neglect of reality sell their products for them. They play off human desires and tempt us with images of sexy people and fast cars to sway our view of their product. When we look at photographs, we are strictly confined to the point of view of the photographer. We see what they see and what they want us to see, even if that was not their intention. Photography is a way of distorting reality.
Promotion refers to informing the customer that such product exists; pointing out the advantages of the product over those offered by the competition, and letting the customer know where to buy the product. Furthermore, promotion might include ads placed in the magazines, public transportation, TV ads, online marketing, and direct marketing, using the e-mail, or Facebook targeted ads.
Promotion strategy: Information on product benefits and features, price and easy accessibility is communicated effectively and efficiently to the target audience. It involves determination of key messages and delivering these messages through communication channels such as advertising, public relations, events and word of mouth.
Promotion, one of the 4P’s in the Marketing Mix, is communicating with the customer about a particular product to the customer in such a way that makes the product attractive enough to fulfill a need or want. There are several components, which make up promotion, referred to as integrated marketing communications (IMC). IMC includes advertising, selling, sales promotion, and public relations (Boone & Kurtz, 2013).
After deciding on a message too deliver to its customers, a retailer must then decide on the best way to actually get the message out. These can include television, radio, newspapers, direct mailers, and many other methods. It is important for retailers to keep the cost associated with promotion in mind so it does not unintentionally over-inflate the cost of goods. However, if that retailer does not promote enough, then it will fail to bring in the customers it
How many of you listened to the radio, watched television, or glanced at a magazine before school this morning? Whether you realized it or not the minute you pressed the power button or flipped the cover page you were exposed to some sort of advertisement. Defined as any paid form of communication by an identified sponsor, advertising dominates a huge part of our daily lives. Living in such a consumer driven economy means that we deal with subliminal and up front messages pushing us to “ buy, buy, buy”, countless times throughout our day. Most of these messages are sent by identified sponsors including major corporations like Wal-Mart, as well as smaller run businesses. No matter the size, all modern day businesses employ workers to research and promote the product or service offered. Marketing entails the commercial processes involved in promoting and selling and distributing a product or service (Wordnet,1). Advertising falls under the promotional segment of marketing. The advertising process breaks down into four main concepts, strategy, creative idea, execution, and media.
The most significant tool of marketing promotion mix is advertising. According to Philip Kotler “Advertising is any paid form of non-personal presentation and promotion of ideas, goods, or services by identified sponsor”. The objective of the advertising is to inform the consumers about the market offering(s), its features, benefits, price, place of availability, discounts etc., persuade the consumers to buy the product(s) by creating distinctive image of the market offering(s), branding, and creating selective demand for the market offering(s), reminding the consumers about the market offering(s) through repeated advertising over a period of time and reinforce the consumers
Advertisements clutter modern day society. It seems as if on every street corner, website, television show, magazine, or even car window, someone somewhere is trying to sell you something. Whether it be a product, a service, or an idea, businesses ploy manipulative and deceitful marketing schemes in order to persuade consumers into buying whatever they have to sell. While mass spread of these advertisements can be conducive to economic growth and possibly have other indirectly beneficial effects, there are a vast amount of advertisements that are sending destructive messages to the general public, as well as to the younger population of people. Harmful products such as tobacco, alcohol, fast food, or even potentially pharmaceutical medicines can be glorified, and encouraged for consumption. The negative effects these products can have are well documented, and it is concerning whether these advertisements should be more strictly regulated or banned from public display. Beyond physical harm, many advertisements can capitalize on the insecurities of vulnerable individuals, and can have a wide array of negative psychological effects including causing people to create a skewed body image of themselves, develop eating disorders, and even cause or worsen depression and anxiety. Many advertisements target children due to their innate vulnerability and innocence, generally preventing them from making sound judgments. While there are already many laws around the world regarding the restrictions placed on false advertising, censorship, and many other things, it could be argued that there are still a lot of negative outcomes from advertising, and stricter regulation is necessary.
Promotion: informing the potential customers of the availability of the product, its price and its place
It is important to ensure that the products are always well received in the market. Effective promotion can ensure customers to try and keep the interest of users of products produced or regular users on being satisfied with the quality of the product. The success of promotion can be judge from the quantity of sales.
Promotional Strategies and Advertising are very important when it comes to marketing for a firm. One of the methods used to determine the internal and external environment in the organization business strategies is the strengths, weaknesses, opportunities and threats (SWOT) analysis. This is the matrix platform for most business firms and it is effective for organizations. When people are talking about promotional strategies and advertising; marketing is basically what business firm wants to be successful in.
Promotion. Finally comes promotion - informing the customer on the qualities and advantages of the product so that the potential buyer learns about the product, prefers it to those of the competitors, and has an opportunity to buy it at some place.
Advertising objective is to show the viability of an item or its convenience. A typical case is the "prior and then afterward" strategy, which indicates how well an item cleans, enhances appearances or improves personal satisfaction. If your business involves selling weight-loss products or systems, before/after photos can demonstrate their effectiveness. If you operate a hair salon, photos of satisfied clients can show off your skills to potential customers.
Advertising in business is a type of marketing communication used to encourage, persuade, or manipulate a customer to take or continue to take some action. The desired result is to drive consumer behavior with respect to a commercial offering.