Promotional Marketing Tools

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Promotion refers to a whole series of activities that communicate the product, brand or service to the user. The idea is to make people aware, pulling and pushing to buy the product, in preference over others.

Promotions Tools

There are several types of promotions. At the top of the line promotions includingadvertising, press releases, consumer promotions (discounts, schemes, contest), and on down the line including the trade discount, free, travel incentives, awards and so forth. Sales promotion is part of an overall promotional efforts.

There is also:

1. Personal selling: one of the most effective ways of customer relations. sell such work best when the good working relationship has been built over a period of time.
2. It can also be expensive and time consuming, but it is the best for high value or premium products.
3. Sales promotion: This includes free, contests, discounts, free services, passes, tickets and so forth, which is different from advertising, publicity and public relations.
4. Public relations: PR is the intentional, planned and sustained effort to establish and maintain mutual understanding between the company and the community.

Promotional tools that are often used in communicating the product according toPhilip Kotler and Gary Armstrong, Marketing Management Firm Hendra interpreters (2002:643) are:

1.) advertising (Advertising)

All forms of presentation and promotion of nonpersonal over ideas, goods or services made by corporate sponsors. Because of the many shapes and the use of advertising, it's difficult to make generalizations that sums up everything. However, the following properties can be seen:

• Generalization of General, impersonal advertising provide some sort of legitimacyon the product and suggested the offer standardized products. Because many people receive the same message, the buyers know that their motives for buying products/will dimaklum by the public.
• Widespread. Advertising is a powerful medium wide spread that allows sellers of repeating the message over and over. The ad also allows buyers to receive and compare the message from many competitors.
• A more powerful expression. Advertising provides opportunities for mendramatisasi company and its products through the use of print, sound, and full color art.
• Not be personal. The audience didn't feel obliged to notice or respond to. The adwas only able to do a monologue, not a dialogue, with the audience.

There are several types of ads based on the objectives to be achieved (Philip Kotler and Gary Armstrong, marketing management, interpreting Hendra Firm (2002:658)):

1. Persuasive advertising namely advertising used to construct selective demand a brand by way of convincing consumers that the brand is the best brands to competitors.
2. Informative advertising i.e. advertising which is used to provide information to consumers about a new product or completeness or build the initial request.
3. Comparative advertising i.e. advertising that directly or indirectly compare one brand with the brand of one or a number of other brands.
4. Reminder advertising namely advertising used to keep consumers think so manjaga about a product.

Advertising can be used to build the image of the long haul for a product, and the other side, accelerate sales. Advertising can efficiently reach out to a variety of buyers who are scattered geographically.

This article also discusses the promotional tools: tools in marketing communications, sales promotion tool, examples of promotional tools, tool sales promotions according to kotler, the main marketing tool, tool sales promotion, sales promotionmeasures, why would a company need to do promotions

2.) Sales Personal (Personal Intermittent)

Direct interaction with one or more potential buyers to do presentations, answer questions, and receive your order. Stage conducted by the company in managing salespeople are:

Designing the strategy and structure of fleet sales.

Recruiting and selecting salespeople.

Train your salespeople.

Give compensating salespeople.

Mensuvervisi salespeople.

Evaluate the salespeople.

Sales personnel have three distinctive features (Philip Kotler and Gary Armstrong,marketing management, interpreting Hendra Firm (2002:644) namely:

• Personal confrontation. The sale includes a personal relationship, direct and interactive between two or more people. Each party may be observing the reactions from other parties closer.
• It strengthens. Personal sales allow the incidence of different types of relationshipsranging from relationship sales to friendly relations. Salespeople usually have really knowing the best customer interest.
• A response. Personal sales make the buyer feel obligated to listen to the talk of salespeople.

3.) direct marketing (Dirrect Selling)

The use of mail, telephone faksmil, e-mail, and other nonpersonal liaison to communicate directly with or get feedback directly from your customers and prospectivecustomers. Commerce. Although diverse in shape, public characters of direct marketing are as follows (Philip Kotler and Gary Armstrong, marketing management, interpreting Hendra Firm (2002:645)):

1. Nonpublik, the message is normally addressed to a particular person.
2. Disesuaiakan, the message can be prepared to appeal to the intended person.
3. The latest, a message can be prepared very quickly and appropriate conditions.
4. Interactive, the message can be changed depending on the person's responses

4.), sales promotion (Sales Promotion)

A variety of short-term incentives to encourage the desire try or purchase a product or service. Types of sales promotion tool mnurut Philip Kotler and Gary Armstrong in a marketing management books interpreting Hendra Firm (2002:684) namely:

1. The coupon that is a certificate that gives buyers a discount for the purchase of specific products.
2. Contests, sweepstakes, games, namely promotional activities that gave consumersa chance to win something like money or goods, whether by luck or by extra effort.
3. The sample that is a small number of products offered to kosnsumen to try.
4. The offer of refund (rebate)
5. Package price, namely the price reductions are listed by the manufacturer directlyon the label or packaging
6. A gift that is goods that are offered for free or very cheap price as an incentive to buy a product.
7. In recognition of the loyalty
8. Promotional merchandise give away free stuff related to products sold
9. Point of purchase promotion that is providing point/central purchasing that is notpermanent for the products being promoted.

All types of sales promotion tool provides three different benefits (Philip Kotler and Gary Armstrong, marketing management, interpreting Hendra Firm (2002:644) namely:

• Communication. Sales promotions attract attention and usually provide information that can drive consumer keproduk concerned.
• Incentive. Sales promotion combines a number of freedom, encouragement, or a contribution that gave value for customers.
• Solicitation. Sales promotion is a call to Transact the purchase now.

The company uses sales promotion tools that to create a more robust response and faster. Sales promotions can be used to get the short-term consequences such as dramatizes the offer of products and encourage sales of elastic.

5.) public relations and publicity (Public Relation and Publicity)

A variety of programs to promote and/or protect the image of the company or their respective products. Department of public relations usually do the following functions (Philip Kotler and Gary Armstrong, marketing management, interpreting Hendra Firm (2002:644)):

Press relations and events press. Creating and placing valuable information news in the media to attract attention to the person, product, or service.

Publicity products, i.e. publish certain products (mainly new products) to the community.

Community activities, fostering and maintaining relationships at a national or localcommunity.

Lobbying, i.e., establishing and maintaining relationships with members of the Government/bureaucracy.

Investor relations, namely maintaining relationships with shareholders and other business relationships.

The appeal of public relations and publicity based on three specific properties, namely:

• High credibility. Stories and pictures about the story more authentic and trusted by readers compared to advertising.
• The ability of capturing buyers who were not shot earlier. Public relations can reach many prospective buyers who tend to avoid salespeople and advertising.
• Dramatization. Public relations has the ability to mendramatisasi a company or product.