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16/08/2019 01:48:34 PM

Promotion Tools

1. Advertising

Advertising is any paid form of non personal communication about an organization, good, service, or idea by an identified sponsor.

a. The advantages of advertising are control over what to is said, to whom, and when the message is sent.

b. The disadvantages are cost and lack of direct feedback.

2. Personal Selling

Personal selling is the two-way flow of communication between a buyer and a seller designed to influence a person's or group's purchase decision.

a. The advantages of personal selling are that salesperson can control to whom a presentation is made so wasted coverage can be reduced, and through feedback immediate modifications to the message are possible.

b. The disadvantages are high cost and the flexibility in tailoring the message may lead to inconsistent messages.

3. Public Relations

Publicity is the non personal, indirectly paid presentation of an organization, good or service.

a. The primary advantage of publicity is its credibility.

b. The disadvantages are the lack of control over what the message says, and to whom and when it is sent.

4. Sales Promotion

Sales promotions are short-term inducements of value offered to arouse interests in buying a good or service. They are offered to both end users and intermediaries.

a. The advantage of sales promotions are that the short-term nature of the offering often stimulates sales for its duration.

b. The disadvantage is that sales gains are often temporary.

5. Direct Marketing

Direct Marketing uses direct communication with consumers to generate a response in the form of an order, a request for further information, or a visit to a retail outlet.

a. The advantage of direct marketing is that it is customized to match the needs of specific target market.

b. The disadvantage is that most forms of direct marketing require a comprehensive and up-to-date database with information about the target market.

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