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Chapter 13
Product promotion
A.Promotion
Promotion is a technique that is designed to sell a product. There are two common
values obtained from any promotional activities:
1.
Communicating information on producers and their products to potential
buyers and
2.
create a more satisfying exchange; trying to make the product more
attractive, so that both buyers and sellers get more out of the exchange.
In a free market system, companies use promotional methods to convey
information about the company and its products to consumers. The goal is to
influence purchase decisions. From the standpoint of information, the promotion
aims to make four points:
1.
Make potential customers aware of the product
2.
Make them knowledgeable about the product
3.
Persuade them to like products
4.
Persuade them to buy the product
in addition to providing information about a product, the successful promotion
create exchanges that satisfy the needs of both parties, the customer and seller:
The buyer gets an excellent product, and sellers receive more revenue.
B.Promotion goals
The ultimate objective of any promotion is a increase sales. In addition, the sales
force can use the campaign to convey information, promote products, increase
value-added products, and controlling the volume of sales
C. Promotion strategy
There are 2 types of promotional strategies:
Pull strategy: Promotion strategies designed to directly attract customers who
would ask for products from retailers
Push strategy: promotional strategy designed to encourage wholesalers and / or
retailers to market products to consumers.
D. Promotion mix
As we discussed in Chapter 10, there are four types of promotional tools:
advertising, personal selling, sales promotion, and publicity and public relations.
The best combination of these tools are called the promotion mix depends on
many factors
In deciding whether to use the promotional mix right - a combination of tools best
promotion (such as advertising, direct sales, sales promotion, and publicity and
public relations) - a marketer must think of the goods or services offered, audience
characteristics and decision making process of buyers, and the budget mix
promotion.
Consumer Buying Process and Promotion Mix
1.
First of all buyers should recognize the need to make a purchase. at this
stage, salespeople must be convinced that the buyer realizes the truth of
their products. So advertising and publicity, which is able to reach a lot of
people very quickly, it is very important
2.
Buyers also want to learn more about the products available. advertising and
direct sales is very important at this stage because both can be used to
educate customers
3.
Buyers evaluate and compare competing products. Direct sales can be very
important at this point. sale representative can demonstrate the quality and
performance of their products to be directly compared with competitors'
products
4.
Buyers specify a particular product and buy it. sales promotion be an
effective tool at this stage because it can stimulate consumers to make
purchases. Direct sales can also help to bring the product to a location
convenient purchasing
5.
Buyers evaluate the product after buying it. Advertisement, or even a private
sale, sometimes used after the sale to remind consumers that has made a
wise purchase
E. Advertising Promotion
Advertisement is not directly paid communication, used by a particular sponsor to
inform the audience about a product. Advertisers can choose one of three
strategies, namely: Advertisement persuasive, comparative advertising and
reminder advertising.
Persuasive Advertising : Trying to influence consumers to buy the company's
products and not the products of competitors. This approach ussualy emphasizes
quality. Advertise Goodyear tires Eagle # 1 NASCAR streets
<www.gooyear.com/us/tires/tirecatalog/EAG1NAS.html> by emphasizing the allseason traction, responsive to turning movement and kesamaanya with racing tires
Goodyear Eagles used in the Daytona 500.
Comperative Advertising: two or more products directly compared, the goal is to
take over a competitor's business. In Pepsi One ad, for example ferry passengers
sitting next to each other, while it was unattended cans of Coca-Cola and Pepsi
Cans One they slide back and forth between the two men as the ship rocked in his
journey. the message conveyed is that because of the two passengers were not
able to distinguish the taste between the two brands, why not switch to Pepsi on
course
Reminder Advertising: helps keep the name of the product to remain in the
public mind. Atari <www.atari.com> continue to advertise the home video games
despite the market attention has shifted to new competitors like nintendo and sega
Advertising Media
consumers tend to ignore the pile of advertising messages that bombard them.
sales force must know who their customers are, what media to use what message
would appeal to them, and bagaunaba how to get their attention. marketing
personnel then use a variety of advertising media that specific communication
tools to convey the message the seller to potential customers.
The most common advertising media:
Television, newspaper, post mail, radio Advertisement, magazine, outdoor
Advertisement, Internet advertising, virtual advertising.
Television
by combining visualization, sound and motion, withdraw the senses television
viewers. in addition, information about the demographics of the viewers would
specific program allows advertisers to direct ads to target audiences.
Newspaper
Newspaper covers about 10 percent of all ad spending. because each local market
has at least one daily newspaper; Newspaper gives excellent coverage. every day,
they can reach more than 200 million adults in the United States.
Post Mail
Post mail advertising gets about 18 percent of all advertising costs. Post mail
includes print advertising that are sent directly to the consumer's home or place of
business. Post mail enables companies to select their audience and specialized
message. Although many people who throw junk mail, advertising can predict in
advance how the recipients who will take them seriously
Radio
about 8 percent of all financing radio ads, including advertising. more than 227
million people or 96 percent of all people aged 12 years and older in the United
States to listen to the radio every day, and radio advertising are not so expensive.
A small company in the western city of 100,000 people only paid about $ 20 for a
local radio throughout the duration of 30 seconds
Magazine
about 8 percent of all financing including magazine advertising. large variations in
the magazine presents the share of high-level pasa ready viewfinder. The
magazine also provides plenty of room for complete product information to
advertisers. Junga magazine allows reproduuksi photography perfect work of art.
because its magazine durable and can be given to others, magazine ads will
continue in view of people.
Outdoor Advertisement
such as billboards, posters and advertisements on buses, taxis, trains. Cover about
1 percent of all ads, these ads are not too expensive, face fewer competitors in
getting the attention of customers, and can constantly be seen by people. Outdoor
advertising is considered less attractive than other media is more dazzling.
However, new technology has made outdoor advertising to be more creative and
led to increased spending on this type of advertising that is up to 8 percent per
year
Internet Advertising
Advertisement Media are recently popular is the Internet. Big names such as 3M
Corp. and MCI commmunication, along with thousands of other lesser-known
companies have placed their ads on the Internet. Although advertising on the
Internet is still in the growth stage and provide great potential, many marketers
realize that they should also have the limitations. The reason in particular that
consumers do not want to come to a variety of electronic pages for viewing on
hundreds of products
Virtual Advertising
internet advertising method that is even more recently, so-called virtual
advertising, using digital implant on the brand or product into a live or tape-view
programming, so as to give the impression that the prpduk is part of the show
F.Direct Sales
Private Sales
a seller face to face with potential customers to determine their needs and offer
them the seller's product
Tasks in a private sale include: processing the message (received orders and
regulates the handling and delivery), creative sales (give buyers information and
woo buyers to buy), sales missionaries (promoting the company and its products)
Sales people take six steps in a private sale:
1. Prospecting and assessing qualifications
2. Presentations and demonstrations
3. handle rejection
4. Closing
5. Conduct follow-up
Types of sales promotion and distinguish between publicity and public relations
Sales promotion is a short-term promotional activities designed to stimulate
consumers to buy or stimulate the cooperation of the members of the trade. The
most notorious forms of promotion, namely 1) the certificate granting discounts
for consumers, called a coupon, 2) point-of-purchase to attract customers when
running 3) free samples and prizes as incentives shopping, 4) predium (gift) to
buyers of certain products, 5) trade show where companies hire outlets to display
and demonstrate their products, 6) contests to entice customers, distributors, and
sales representatives to increase sales
Publicity is a promotional tool that provides information about a company or
product to be spread by the mass media in general. Publicity is free, and because it
is presented in a news format, consumers often see it as an objective and
trustworthy. But, salespeople often have little control from his bos and marketing
personnel in addition can help can also be damaging.
Public relations / PR is publicity that affected the company that aims to foster
good relations with the community and to deal with events that are not pleasant
Show promotional activities in small businesses
Although small-scale businesses generally have fewer resources, the promotion of
which is cost-effective to increase sales and allow smaller companies to compete
with larger companies. Many small companies use newspapers, radio and postal
mail to reach the local market because the price is cheaper.
development of international promotional strategies
In the last decade, we have witnessed a great shift from domestic marketing to
global marketing. Any company that markets its products to several countries face
a basic choice: use a decentralized approach, with separate marketing
management for each country, or apply a direct marketing perspective to the
world rather than to local or regional markets.
There are four factors that made global advertising may not succeed:
Product variation: even if a product has a universal appeal, at least a little
difference, or product that is a little different, usually preferred in various cultures
Differences in language: advertising translation often imprecise and confusing
Cultural acceptance: Another variable is the cultural acceptance terhadaa ideas,
products, and practice abroad. There are many differences between nations he
comes to receiving mass advertising for certain products
Differences in the image: the image of a company may vary from country to
country, regardless of any ad appeal to gain universal acceptance and recognition.
Question
1. What is a sales promotion?
Promotion is a technique that is designed to sell a product. Promotion is an
important activity, which plays an active role in introducing, inform and remind
the benefits of a product in order to encourage consumers to purchase the
promoted product
2. What are the purpose of promotion ?
a) Make potential customers aware of the product
b) Make them knowledgeable about the product
c) Persuade them to like products
d) Persuade them to buy the product
3. Explain what types of promotions
There are 2 types of promotional strategies:
Pull strategy: Promotion strategies designed to directly attract customers who
would ask for products from retailers
Push strategy: promotional strategy designed to encourage wholesalers and / or
retailers to market products to consumers.
4. what is a promotion mix?
The best combination of these tools are called the promotion mix depends on
many factors. In deciding whether to use the promotional mix right - a
combination of tools best promotion (such as advertising, direct sales, sales
promotion, and publicity and public relations)
5. What means of advertising?
This form of advertising is defined as the presentation and promotion of ideas,
goods OR A nonpersonal services Operates By sponsoring Certain require
payment. Sales manager operates, advertising is a means of communication Yang
submitted by manufacturers to the review offers products aimed at consumers
through paid media
6. Explain 3 kind types of advertising ?
Persuasive Advertising : Trying to influence consumers to buy the company's
products and not the products of competitors. This approach ussualy emphasizes
quality.
Comperative Advertising: two or more products directly compared, the goal is to
take over a competitor's business.
Reminder Advertising: helps keep the name of the product to remain in the
public mind
7. Mention any advertising media
The most common advertising media:
Television, newspaper, post mail, radio Advertisement, magazine, outdoor
Advertisement, Internet advertising, virtual advertising
8. What is private sales ?
Is a seller face to face with potential customers to determine their needs and offer
them the seller's product
9. Explain four factors that made global advertising may not succeed?
a) Product variation: even if a product has a universal appeal, at least a little
difference, or product that is a little different, usually preferred in various
cultures
b) Differences in language: advertising translation often imprecise and confusing
c) Cultural acceptance: Another variable is the cultural acceptance terhadaa ideas,
products, and practice abroad. There are many differences between nations he
comes to receiving mass advertising for certain products
d) Differences in the image: the image of a company may vary from country to
country, regardless of any ad appeal to gain universal acceptance and
recognition.
10. What means of Publicity promotion?
Publicity is a promotional tool that provides information about a company or
product to be spread by the mass media in general. Publicity is free, and because it
is presented in a news format, consumers often see it as an objective and
trustworthy
Promotion Case for this resume
Here are all the games that will launch on the new Nintendo Switch console
Ben Gilbert Tech Jan. 13, 2017, 12:30 PM
Nintendo unveiled more details about its new game console, the Switch, on
Thursday night. In particular, we learned more about the mess of great games
coming to the Switch.
image: https://static-ssl.businessinsider.com/image/5776a7d7dd0895993f8b45b9960
Nintendo
We will be updating this list throughout the night, but so far, here are all the
games said to be arriving with the Switch when it launches on March 3 for $299:
- “1, 2, Switch” is a party game for the Switch. It makes use of the Joy-Con as
motion controllers for multiplayer experiences that look quirky and fun. It will
release with the Switch at launch.
- “ARMS” is a motion-based game where players literally fight — using their real
arms — but the moves are reflected in the game. Your fists extend out (in the
game), like they have springs — it’s a bit of a combination of shooter and fighting
game. It looks rad! This game will also release with the Switch at launch.
- “Splatoon 2″ is a sequel to the breakout hit “Splatoon,” a third-person shooter
on Nintendo’s Wii U. The game was a major new entry from Nintendo in a
category that it didn’t compete in traditionally; “Splatoon 2″ looks to continue the
silly, thrilling competitive shooting made famous by the previous game. It will
launch this summer.
What is the Nintendo Switch?
The Nintendo Switch is the successor to Nintendo’s Wii U, a console that failed to
catch on with people. The Wii U is the worst-selling game console Nintendo’s
ever made (with the exception of the Virtual Boy), and the long-time Japanese
game company is hoping to turn around its fortunes with the Switch.
The gimmick of the Switch is simple: It’s a home game console and a portable
game console. The same games are played on both, and it seamlessly transitions
between being used at home (in a dock, seen below) and being used as a handheld.
Nintendo
The dock plugs in to your television for home console use. If you want to take the
system out, simply lift it out of the dock and attach controllers to each side.
When you’re playing it at home, you can use a standard gamepad. When you’re
playing it on-the-go, you attach a pair of controllers — dubbed “Joy-Con” by
Nintendo — and play it using those. Think of it like an iPad Mini held sideways
with gaming controllers attached.
Like so:
image: https://static-ssl.businessinsider.com/image/587811d5ee14b6a17b8b50611346/nintendoswitchbothways.jpg
Nintendo
The Joy-Con gamepads slide on and off. They also can be used wirelessly with
the console, detached.
The portable version of Switch even has a kickstand so you can play games on it
without having to hold the handheld:
image: https://static-ssl.businessinsider.com/image/5808cfaf9037f74c747ce0891920/titemplate239700011417still004.png
Nintendo
In this setup, the Joy-Con controllers are detached and being used wirelessly with
the Switch.
Rather than using Blu-ray discs, like the Xbox One and PlayStation 4, the
Nintendo Switch uses cartridges. These aren’t the type of cartridges from the ’80s
that Nintendo used in the original NES — instead, they’re more like the carts that
were used on Nintendo’s DS and 3DS handheld consoles.
Here’s what they look like in action:
The Switch will also work with digital games — those downloaded from an
online storefront, similar to how Apple’s App Store or Google Play work.
Any more games I should know about?
Glad you asked! In addition to the games announced on Thursday night, there are
even more games announced as coming to the Switch.
Standouts include “The Legend of Zelda: Breath of the Wild,” and a new, 3D
game starring Super Mario.
image: https://static-ssl.businessinsider.com/image/5841e0e8e02ba75e658b647f1440/screen%20shot%202016-12-02%20at%2035945%20pm.png
Nintendo
During the debut trailer for the Switch from 2016, a few games from the Wii U
made a cameo — “Mario Kart 8″ and “Splatoon,” seemingly with new content,
both showed up.
Beyond Nintendo itself, EA is promising one of its “bigger games” will head to
the Switch. While game fans are no doubt hoping that EA is talking about its
upcoming “Mass Effect: Andromeda,” we’d bet the next “FIFA” game is
heading to Switch.
Interested in checking out the system in person ahead of its March launch?
Nintendo is taking it on tour — check out the full list of locations right here.
Read more at http://www.businessinsider.co.id/nintendo-switch-launch-gamesfull-list-photos-2017-1/#dkqG5LuASb7Wuiu2.99