Monday, November 27, 2006

Promotion

Promotional mix includes 4 factors: sales promotion, public relation, advertising and personal selling.

Sales promotion

Non-personal promotional efforts that have immediate impact on sales. Examples include: discounts, contests, coupons, free samples, incentives and rebates

Public Relations

Def: Art of managing communication between an organization and its key publics to build, manage and sustain a positive image.

Method used: ROSIE ( Research, Objectives, Strategies, Implementation and Evaluation)

Tools used: press releases, brochures, Web sites, media packs, video news releases, news conferences and in-house publications.

Personal sales

The successful questioning to understand a customer's goal, the further creation of a valuable solution by communicating the necessary information that encourages a buyer to achieve his goal at an economic cost is the responsibility of the sales person or the sales engine

Form of sales: - direct( face to face eg door to door, retail)
- indirect( human mediated but indirect contact eg telephone)
- electronic( B2B or B2C)

Qualities of a good salesperson: Humble, Outgoing, Sincere, Honest, and Tenacious

Advertising

Drawing public attention to goods and services by promois performed through a variety of media.

Media: various paid or free advertising

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