15Strategi Promosi

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MultiMedia by Stephen M. Peters 2001 South-Western College Publishing

Chapter15PromotionStrategies

Introduction to


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Learning Objectives

Explain how promotion can benefit firms.

Describe how advertising is used.

Describe the steps involved in personal selling.

Describe the sales promotion methods that are used.

Describe how firms can use public relations to

promote products.

Explain how firms select the optimal mix ofpromotions to use.


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Defining Promotion

The act of informing or reminding

consumers about the firms products or

services.


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Promotional Goals

Creating awareness.

Getting customers to try new product.

Providing information. Keep consumers from switching brands.

To get customers to use more product and to use it

more often.

Business Online:

Star Kist Tuna
http://www.starkist.com/


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Promotional MixFour Elements

Combination of promotion methods that a firm

uses to increase acceptance of its products.

Advertising

Personal selling

Sales promotionPublic relations

Optimal promotional mix is dependent on thecharacteristics of the target market.


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Five Types of Advertising

Product/Brand: features a specific product orservice.

Comparative: compares the companys product

with a major competing product.

Reminder: used to keep a products name in the

minds of the consumer.

Institutional: creates a positive picture about the

specific institution.

Industry: enhances the image of a specific

industry.


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Major Media Forms

Nontraditional Consideration


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Additional Media Forms

Dans Art

Transportation ads:

Good visual effectMoving ad

Example: local ads

ValleyFederal

Bank

Specialty ads:

T-shirts, hats,balloons

Example: Coke,

beer companies


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Personal Selling

Personal selling:

Is expensive.

Requires high training.Business Online:

Just Sell .Com

Personal selling: personal sales presentation used to

influence one or more consumers.
http://www.justsell.com/


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Six Personal Selling Steps

Identify target market.

Contract potential customers.

Make sales presentation.

Answer questions.

Close the sale.

Follow up.


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Sales Promotion

Most common strategies:

Rebates

Coupons Sampling

Displays

Premiums


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Public Relations

Public relations:

Gains free publicity.

Enhances firms image.

Most common strategies:

Special events. News releases.

Press conferences.

Actions taken with the goal of creating or maintaining a favorable image.

Business Online
http://www.prality.com/http://www.prality.com/


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Pull vs Push Strategy

Retailers

Wholesalers

Retailers

Consumers

Manufacturer

Promotion Consumers

Manufacturer

Wholesalers

Promotion

1 2

3

41

2

3

4

Pull Push


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Promotional Budget Influenced By

Phase of product life cycle.

Competition.

Economic conditions.


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Promotion and Product Life Cycle

Heavy

promotion

spending

Moderate

promotion

spending

Light

promotion

spending

Little or no

promotion

spending

Introduction Growth Maturity Decline

Phases


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Evaluating Effects of Promotion

Establish measurable objectives.

Determine whether goal is achieved. Recognize that economic conditions may have

an impact on overall success.

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15Strategi Promosi