What is Promotion?

What is Promotion?

What is Promotion? Chapter 19 - What is Promotion? What is promotion? There are two forms of promotion Product Institutional

It is important to our economy Billions of dollars are spent on promotion and promotion activities provide millions of people with jobs. Chapter 19 - What is Promotion? Types of Promotion Advertising Publicity

Sales Promotion Personal Selling Chapter 19 - What is Promotion? Advertising It is paid for. One set format to carry a message, rather than a personal, one-on-one message. Identifies the sponsor of the message.

Chapter 19 - What is Promotion? Publicity Builds a business image. Publicity is free. Not much control over the message being sent to the public. Chapter 19 - What is Promotion? Sales Promotion

Usually involves short term activities. Offers some type of incentive to make a purchase. Can be successfully used in all channels of distribution. Chapter 19 - What is Promotion? Sales Promotion (cont) Types of Promotions

Trade Promotions Slotting Allowances Buying Allowances Trade Shows and Conventions Sales Incentives Chapter 19 - What is Promotion?

Consumer Sales Promotions Licensing Promotional Tie-Ins Visual Merchandising and Displays Premiums & Incentives Product Samples Personal Selling

The responsibility of sales personnel. Order - taking personnel Order - getting personnel The most flexible and individualized type of promotion available. Chapter 19 - What is Promotion? The Concept of the Promotional Mix

Important to achieve promotional goals. Decide on the promotional mix that will be most effective in persuading customer or other businesses to purchase and support the businesses products. Chapter 19 - What is Promotion?

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