The Promotional Programme:
The Objective of Promotion:
Informs,
Persuades,
Reminds,
The Market or the Customers about the Company’s Products or Services, in the Hope of Influencing the Customers’ Feelings, Believes & Behaviour.
Promotional Methods:
1)
Personal Selling:
Direct Presentation of your Product to the Customers, by the Person, Selling
The Product. It is Personalised & involves face to face, through the Telephonic Contact, a Third Person or via Email.
2) Advertising:
Impersonal,
Generalised,
Paid for Communication, in which Sponsor is identified.
Medium used can be Print, Electronic, Outdoor, Direct Promotion or internet.
3) Sales Promotion:
Supplements Advertising Aids Personal Selling. It is paid for by Sponsor &
Involves temporary incentives to Encourage Sales. Sales Promotion is directed towards Customers, but mainly towards the Sales Force & Retailers. e.g. include Contest, Event Sponsorship, Discount, Store Displays etc;
4) Personal & Professional Relation:
P.R. basically Aimed at IMAGE-Building, as it is Expected to Generate a very
Favourable Attitude towards Company & its Products. It does not include the
Specific Sales-Message. e.g. include News letters, Annual Reports, Support of Charitable Events & institutions, etc;
5) Publicity:
It is a form of the P.R, that involves New Stories in Print Media about the Company. It is not paid for, thus has a Greater Credibility. The Supporting Materials are usually provided by the Company.
