25-LENOVO+PROJECT - THE PROMOTIONAL TOOLS ADVERTISING 1....

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THE PROMOTIONAL TOOLS ADVERTISING 1. PERVASIVENESS : Advertising permits the seller to repeat a message many times. It also allows the buyer to compare messages of various competitors. Large scale advertising says something positive about the seller size, power and success. 2. AMPLIFIED EXPRESSIVENESS: Advertising provides opppournities for dramatizing the company and its products through the artful print sound color. 1
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ADVERTISING CAN BE USED TO BUILD UP A LONG TERM IMAGE FOR A PRODUCT PROMOTION The promotion mix within the marketing mix includes advertising, sales promotion and personal selling. Product promotion means making the product popular among the consumers and raising its sales through suitable measures the basic purpose is to widen the scope of marketing. sales promotion means the promotional activities other than personal salesmanship, advertising and publicity which stimulate consumer purchasing and dealer effectiveness through displays, exhibitions, demonstrations, free samples, discounts, premium etc. it is plus ingredient in marketing mix it act as bridge link in between advertising and personal salesmanship. It acts as a supporting facility to advertising and personal selling. FEATURES OF SALES PROMOTION 2
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1. SALES PROMOTION ACTS AS A TOOL IN MARKETING TO LUBRICATE MARKETING EFFORTS. 2. IT IS NECESSARY IN PRESENT COMPETITIVE WORLD AND CONSUMER ORIENTED MARKETING 3. IT SUPPORTS ADVERTISING AND PERSONAL SELLING. 4. IT AMIS STIMULATING CONSUMER PURCHASING AT POINT OF SALE. 5. IT PROVIDES MORE SALES AND PROFITS TO PRODUCERS AND DEALERS NEED OF SALES PROMOTION 1. FOR UNLOADING ACCUMULATED INVENTORY. 2. FOR INTRODUCING NEW PRODUCTS. 3. FOR OVERCOMING SEASONAL SLUMPS. 4. FOR SUPPORTING ADVERTISING CAMPAIGN. 5. FOR GETTING NEW ACCOUNTS. 5. FOR SUPPORTING AND SUPPLEMENTING SALESMAN EFFORTS. OBJECTIVES OF SALES PROMOTION 1. TO RAISE VOLUME OF SALES OF PRODUCT. 2. TO RAISE BUYING RESPONSE AND POTENTIAL CONSUMERS. THREE MARKETING PROMOTION STRATEGY 3
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A] DEFINE YOUR VP -up stands for value proposition and it is critical to define what unique value you can bring to your customer. The three items that you should not define as your up. 1 low price-if your only differentiator is price, customer is in tough time. Price is probably the worst way to attempt to differentiate your company. Making low pricing your up is a mistake. 2. Quality products-they are not differentiator, they are an expectation. 3. service-good service is an expectation, not vp.good service is not simply a unique way you differentiate your business these days. Up need to focus on a unique way you do business, it can be way your information is packaged, a guarantee that no one else offers, or the way your product can transform people. Once you defined your value proposition, you must ensure that this message comes
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This note was uploaded on 06/09/2010 for the course MARKETING mkt-505 taught by Professor Asadawan during the Spring '10 term at University of Management and Technology.

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25-LENOVO+PROJECT - THE PROMOTIONAL TOOLS ADVERTISING 1....

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