Definition of the word promotion - Word и Excel - помощь в работе с программами

pro·mo·tion

(prə-mō′shən)

1. The act of promoting someone to a higher job, grade, or rank, or the fact of being so promoted.

2. Support or encouragement of the progress, growth, or acceptance of something; furtherance: has joined in the promotion of the theory.

a. Advertising; publicity.

b. An act, event, or offer that helps to increase interest in or demand for something: offered a free sample as a promotion to try the new soap.

pro·mo′tion·al adj.

pro·mo′tion·al·ly adv.

American Heritage® Dictionary of the English Language, Fifth Edition. Copyright © 2016 by Houghton Mifflin Harcourt Publishing Company. Published by Houghton Mifflin Harcourt Publishing Company. All rights reserved.

pro•mo•tion

(prəˈmoʊ ʃən)

1. advancement in rank or position.

2. furtherance or encouragement.

3. the act of promoting.

4. the state of being promoted.

a. the publicizing or advertising of a product, cause, institution, etc.

b. materials, events, etc., generated for this purpose.

[1400–50; late Middle English < Late Latin]

pro•mo′tion•al, adj.

pro•mo′tive, adj.

ThesaurusAntonymsRelated WordsSynonymsLegend:

Noun	1.	promotion — a message issued in behalf of some product or cause or idea or person or institution; «the packaging of new ideas» promotional material, publicity, packaging marketing — the commercial processes involved in promoting and selling and distributing a product or service; «most companies have a manager in charge of marketing» subject matter, content, message, substance — what a communication that is about something is about buildup — highly favorable publicity and praise; «his letter of recommendation gave her a terrific buildup» public relations, PR — a promotion intended to create goodwill for a person or institution blurb, endorsement, indorsement — a promotional statement (as found on the dust jackets of books); «the author got all his friends to write blurbs for his book» ballyhoo, hoopla, hype, plug — blatant or sensational promotion sales pitch, sales talk, pitch — promotion by means of an argument and demonstration ad, advert, advertisement, advertising, advertizement, advertizing — a public promotion of some product or service sales promotion — promotion that supplements or coordinates advertising
	2.	promotion — act of raising in rank or position ennoblement — the act of raising someone to the nobility change — the action of changing something; «the change of government had no impact on the economy»; «his change on abortion cost him the election» preferment — the act of preferring; «the preferment went to the younger candidate» investiture, investment — the ceremonial act of clothing someone in the insignia of an office; the formal promotion of a person to an office or rank demotion — act of lowering in rank or position
	3.	promotion — encouragement of the progress or growth or acceptance of something advancement, furtherance encouragement — the expression of approval and support
	4.	promotion — the advancement of some enterprise; «his experience in marketing resulted in the forwarding of his career» forwarding, furtherance progress, advancement — gradual improvement or growth or development; «advancement of knowledge»; «great progress in the arts»

promotion

noun

2. publicity, advertising, hype, pushing, plugging (informal), propaganda, advertising campaign, hard sell, media hype, ballyhoo (informal), puffery (informal), boosterism The company spent a lot of money on advertising and promotion.

3. encouragement, backing, support, development, progress, boosting, advancement, advocacy, cultivation, espousal, furtherance, boosterism dedicated to the promotion of new ideas and research

Collins Thesaurus of the English Language – Complete and Unabridged 2nd Edition. 2002 © HarperCollins Publishers 1995, 2002

promotion

noun

1. A progression upward in rank:

2. A systematic effort or part of this effort to increase the importance or reputation of by favorable publicity:

3. The act or profession of promoting something, as a product:

Translations

تَرْقِيَه، تَرْفيع في الدَّرَجَهتَرْوِيجتَرْويج المَبيعاتتَشْجيع، تَعْزيز

podporapovýšenípropagaceprosazování

forfremmelsefremme

ylennys

promocija

elõléptetéselõsegítéspromóció

auglÿsingeflingstöîuhækkun

促進

승진

napredovanjespodbujanje

kampanj

การส่งเสริมสนับสนุน

sự xúc tiến

Collins Spanish Dictionary — Complete and Unabridged 8th Edition 2005 © William Collins Sons & Co. Ltd. 1971, 1988 © HarperCollins Publishers 1992, 1993, 1996, 1997, 2000, 2003, 2005

Collins English/French Electronic Resource. © HarperCollins Publishers 2005

promotion

Collins German Dictionary – Complete and Unabridged 7th Edition 2005. © William Collins Sons & Co. Ltd. 1980 © HarperCollins Publishers 1991, 1997, 1999, 2004, 2005, 2007

Collins Italian Dictionary 1st Edition © HarperCollins Publishers 1995

promote

(prəˈməut) verb

1. to raise (to a higher rank or position). He was promoted to head teacher.

2. to encourage, organize, or help the progress of. He worked hard to promote peace / this scheme.

3. to encourage the buying of; to advertise. We are promoting a new brand of soap-powder.

proˈmoter nounproˈmotion (-ʃən) noun

1. the raising of a person to a higher rank or position. He has just been given (a) promotion.

2. encouragement (of a cause, charity etc). the promotion of world peace.

3. the activity of advertising a product etc. He is against the promotion of cigarettes.

promotion

→ تَرْوِيج prosazování forfremmelse Beförderung προώθηση ascenso, promoción ylennys promotion promocija promozione 促進 승진 promotie forfremmelse awans promoção продвижение kampanj การส่งเสริมสนับสนุน tanıtım sự xúc tiến 促进

Multilingual Translator © HarperCollins Publishers 2009

Источник

Promotion means to promote the goods of the manufacturer. The word promotion has its origin in the Latin term promovere which means moving from one end to another.

In marketing promotion is done to move the products from the manufacturer to the consumer.

Promotion is defined as the co-ordinated self-initiated efforts to establish channel of information and persuasion to facilitate or foster the sale of goods or services, or the acceptance of ideas.

Promotion means “media and non-media marketing pressures applied for a predetermined, limited period of time in order to stimulate trial, increase consumer demand, or improve product quality.” – The American Marketing Association

Learn about:-

1. Introduction to Promotion 2. Meaning of Promotion 3. Definition, Purpose and Importance 4. Concept 5. Characteristics 6. Objectives 7. Nature 8. Kinds 9. Tool 10. Purpose 11. Social Aspects 12. Strategy 13. Methods of Promotional Funding.

Promotion: Meaning, Concept, Characteristics, Objectives, Nature, Kinds, Tool, Purpose, Strategy and Methods

Promotion – Introduction

Promotion is probably the most visible element of the marketing mix to most people and is often seen as one of the more glamorous marketing functions. Promotional activities can, and do, have a significant impact on demand for a particular product or service.

Promotion also covers the various methods that an organisation uses to communicate with employees and other interest groups since effective marketing is crucially dependent on the establishment of a marketing orientation throughout the organisation as a whole.

Without understanding its importance, however, promotion is only one element of the overall marketing mix, and its impact on demand will only be sort term if the product is not of the necessary quality, available in the appropriate outlets and acceptably priced.

The term ‘promotion’ refers to the range of methods used by an organisation in order to communicate with its customers, both actual and potential, and includes advertising, publicity, personal selling and sales promotion. The effective marketer recognise that each of the four elements of promotion-advertising, publicity and public relations, personal selling, and sales promotion-has certain strengths.

They seek to integrate and unite the appropriate elements to accomplish their promotional objectives. The combination of elements a marketer chooses is the marketer’s promotional mix.

Promotion refers to the coordination of all seller initiated efforts to set up channels of information and persuasion to facilitate the sale of a product or service.

Promotion is a process of communication with the potential buyers involving information, persuasion and influence. It includes all types of personal or impersonal communication with the customers and middlemen. According to the American Marketing Association, promotion is “the personal or impersonal process of assisting and/or persuading a prospective customer to buy a commodity or service or to act favourably upon an idea that has commercial significance to the seller.”

Promotion is a vital element of the marketing mix of a business enterprise. It is the spark plug of the marketing mix. No business enterprise can sell its goods and services without informing the people about the availability of products and without creating in them the desire to buy them. Customer demand is largely dormant. It must be awakened and stimulated through promotion.

The prospective customers have to be informed about the features, utility and availability of products. The purpose of promotion is to inform, persuade and influence the prospective customers. The need for promotion has increased due to stiff competition, widening market, rapid changes in consumers’ tastes and technology and growing distance between producers and consumers.

Promotion – Meaning

Promotion – It refers to a process of informing, persuading and influencing a consumer to make choice of the product to be bought. Promotion is done through means of personal selling, advertising, publicity and sales promotion.

Promotion is the process of marketing communication involving information, persuasion and influence. Promotion has three specific purposes. It communicates marketing information to consumers, users and resellers. It is not enough to communicate ideas. Promotion persuades and convinces the buyer and enters into this consumer behaviour.

Promotional efforts act as powerful tools of competition providing the cutting edge of its entire marketing programme. Promotion has been defined as “the coordinated self-initiated efforts to establish channels of information and persuasion to facilitate or foster the sale of goods or services, or the acceptance of ideas or point of view.” It is a form of non-price competition.

Essentially promotion is persuasive communication to inform potential customers of the existence of products, to persuade and convince them that those products have want satisfying capabilities. Consumers really speaking buy a bundle of expectations (a package of utilities) to satisfy their economic, psychosocial wants and desires. The promotion offers the message, viz., the communication of these benefits to consumers.

Hence, promotion message has two basic purposes- (1) persuasive communication, (2) tool of competition. Promotion is responsible for awakening and stimulating consumer demand for your product. It can create and stimulate demand, capture demand from rivals and maintain demand for you; products even against keen competition.

Of course, it is taken for granted that your product has the capacity to satisfy consumer expectations and can fill their wants and desires. It is a truism that nothing can be sold and nothing can make money (except mint) without some means of promotion.

Marketers have adopted a communication view of their firms’ promotional activities. Receiver is now regarded as an active participant in the process of communication. All marketing communications must be planned as part of a total system, not as independent pieces.

The communication or promotion mix includes four ingredients, viz.:

1. Advertising,

2. Publicity,

3. Personal selling, and

4. All forms of sales promotion.

All marketing communications or forms of promotion try to influence consumer’s attitudes, beliefs, ways of living or life style, values and preferences towards a company and its products, and thereby influence his/her behaviour.

1. Advertising:

It is defined as any paid form of non-personal presentation and promotion of ideas, goods and services by an identified sponsor. It is impersonal salesmanship for mass selling, a means of mass communication.

2. Publicity:

It is non-personal stimulation of demand for a product, service or a business unit by placing commercial significant news about it in a publication or obtaining favourable presentation of it upon radio, television, or stage that is not paid for by the sponsor.

3. Personal Selling:

It is the best means of oral and face-to-face communication and presentation with the prospect for the purpose of making sales. There may be one prospect or a number of prospects in the personal conversation.

4. Sales Promotion:

It covers those marketing activities other than advertising, publicity and personal selling that stimulate consumer purchasing and dealer effectiveness. Such activities are displays, shows, exhibitions, demonstrations, and many other non-routine selling efforts at the point of purchase. Sales promotion tries to complement the other means of promotion.

All kinds of promotion play the role of communication channels between the marketer (the source and the sender of message) and the consumer (the receiver of the message). Promotion as an element cuff marketing mix has three broad objectives- (a) information, (b) persuasion, (c) reminding. The overall objectives of promotion is, of course, influencing the buyer behaviour and his predispositions (needs, attitudes, goals, beliefs, values and preferences).

Promotion – Definition, Purpose and Importance

Promotion is defined as the co-ordinated self-initiated efforts to establish channel of information and persuasion to facilitate or foster the sale of goods or services, or the acceptance of ideas. Thus promotion is persuasive communication to inform potential customers of the existence of products, to persuade and convince them that those products have want satisfying capabilities. Promotion offers the communication of the benefits to consumers who buy a bundle of expectations to satisfy their economics, psychosocial wants and desires.

Promotion has following three specific purposes:

1. It communicates marketing information to consumers, users and resellers.

2. It persuades and convinces the buyer and influences his/her behaviour to take the desired action.

3. Promotional efforts act as powerful tools of competition providing the cutting edge of its entire marketing programme.

Promotion is persuasive communication and also is a tool of competition. It is a form of non-price competition.

Promotion is responsible for awakening and stimulating consumer demand for a product or service. It can create and stimulate demands, capture demand from rivals and maintain demand even against stiff competition.

While speaking in favour of promotion, it is taken for granted that the product has the capacity to satisfy consumer expectations and can fill their wants and desires.

The sales promotion is basically aimed at increasing sales. Sales can be increased mainly by attracting more customers. Promotion is successful only if the middlemen co-operate with the manufacturer.

However, the promotion offers the following advantages:

1. It attracts more customers to the product. The incentives like price off, premium etc., offered by the manufactures attracts people to the product

2. It encourages the middlemen to buy and store more- As a result of the incentives offered more people may go to the shops where the product will be available. If sufficient quantity is not stocked customers may shift to some other brands. Sometimes manufactures encourage middlemen through additional commission or allowances

3. It encourages the sales force by offering incentives to salesmen. This will influence salesmen to participate in the campaign wholeheartedly

4. It boosts sales in the short and long term

5. It reinforces the brand image with the customer

Promotion – Concept

Broadly speaking, promotion means to push forward or to advance an idea in such a way as to gain its acceptance and approval. Promotion is any communicative activity whose main object is to move forward a product, service or idea in a channel of distribution. It is an effort by a marketer to inform and persuade buyers to accept, resell, recommend, or use the article, services or idea which is being promoted.

Promotion is a form of communication with an additional element of persuasion. The promotional activities always attempt to affect knowledge, attitudes, preferences, and behaviour of recipients, i.e., buyers. The element of persuasion to accept ideas, products, services, etc., is the heart of promotion.

In any exchange activity, communication is absolutely necessary. You may have the best product, package and so on. It may have fair price. But people will not buy your product, if they have never heard of it, and they are simply unaware of its existence. The marketer must communicate to his prospective buyers and provide them adequate information in a persuasive language.

People must know that the right product is available at the right place and at the right price. This is the job of promotion in marketing. Sales do not take place automatically without promotion or marketing communication. In essence, promotion is the spark plug in our marketing-mix. It is said that “nothing happens until somebody promotes something”. Promotion is the third element of marketing-mix and it is an important marketing strategy. It fulfills the marketers’ need to communicate with consumers.

Promotional efforts act as powerful tools of competition providing the cutting edge of its entire marketing programme. Promotion has been defined as “the coordinated self-initiated efforts to establish channels of information and persuasion to facilitate or foster the sale of goods or services, or the acceptance of ideas or points of view.” It is a form of non-price competition.

Essentially, promotion is persuasive communication to inform potential customers of the existence of products, to persuade and convince them that those products have wants satisfying capabilities. Consumers really speaking, buy a bundle of expectations (a package of utilities) to satisfy their economic, psycho-social wants and desires. The promotion offers the message, viz., the communication of these benefits to consumers.

Of course, it is taken for granted your product has the capacity to satisfy consumer expectations and can fulfil their wants and desires. It is true that nothing can be sold and nothing can make money (except mint) without some means of promotion.

Promotion mix consists of advertising, publicity, personal selling, sales promotion, public relations, direct marketing, internet marketing, database marketing and sponsorship marketing. All marketing communications or firms of promotion try to influence consumer’s attitudes, beliefs, ways of living or life style, values and preference towards a company and its products and thereby influence his behaviour.

Promotion – 10 Important Characteristics

1. Reminding Act – When the target market has already been persuaded of the product’s benefits, the marketing communication serves the purpose of reminding the consumer, so that while assessing the options for consumption, the consumer considers the product. Rewinding act of promotion helps to trigger the customer’s memory.

2. Persuading Act – It is done to induce desired favourable behaviour from the consumer. Persuasion normally becomes the main promotion goal when the product enters the growth stage of life cycle. By this time the target market should have general product awareness and some knowledge of how the product is fulfilling wants. Hence, the promotional nature switches from informing consumers about the product category to persuading them to purchase.

3. Interpersonal Element – Marketing communication serves as a central element of the way in which people relate to and cooperate with each other and attending the interpersonal event which is the building block of society. Along with sending and receiving information in order to cooperate individuals are constantly communicating their self-images to all around them.

4. Human Skill – Marketing communication serves as a human skill as it is concerned with the state of mind of the communicator and with the state of mind of the person intended to receive the communication. Communications objectives are often specified as outcomes of attitude change.

5. Constant Activity – One of its important feature is that it is a constant activity. It is a universal and essential feature of human expression and organisation.

6. Information Transaction – It is information transaction as it is related with sending and receiving knowledge, ideas, facts, figures, goals, emotions and values, a ceaseless activity of all human beings, and therefore also of all human organisations.

7. Differentiating Act – Marketing communication try to keep out competing products from consumer decision-making by making promoted product more attractive and a closer match to their needs.

8. Informing Act – Providing data into the consumer’s mindful and appreciative thought processes to ensure that promoted product is considered as an attractive option in consumption. Marketing communication seeks to convert an existing need into want or to stimulate interest in a new product. As new product cannot establish itself against more mature products unless potential buyers do not have information about the product.

9. Marketing Tool – Communication can be viewed as neutral and compassionate, a form of human interaction which helps society and the organisations within it to work well, and which can only benefit those who take part in it. It is a selective art, as important for what it does not convey as for what it does convey.

10. Customer Oriented – The producer is responsible to perform the promotional activities and obtain all the required information about the present as well as prospective customers, so that products may be offered to the market as per their needs and wants, through marketing communication, the company tries to persuade and request the customers to purchase their goods or services.

Promotion – 3 Specific Objectives

There are three specific objectives of promotion:

(a) To Communicate,

(b) To Convince, and

It has been pointed out that communication is the basis of all marketing effort. In fact, it involves much in addition to the stimulation of sales. Moreover, most marketing communications are promotional.

It is not enough merely to communicate. Ideas must be convincing so that action (purchase) would follow. In other words, distribution of information should be capable of producing marketing results.

A good product, an efficient channel, and appropriate price are not enough by themselves. Communication and convincing elements should supplement to offer contrasts to the efforts ‘of competitors. It may even be stated that the competitive characteristics of promotion defines its vital role in marketing strategy.

Communication is a necessary element in everyday and in every walk of life. People communicate for many reasons. A dynamic society cannot be there without sufficient modes of communication. Members of the society seek amusement, ask help, give help, provide information, all through some form of communication developed over centuries.

Promotion is the mode of communication adopted by business community for achieving certain specific objectives. From the point of view of a seller such communications may become necessary to modify consumer behaviour and thoughts and/or to reinforce existing behaviour of consumers.

Thus, the objectives of promotion are as under:

(i) To provide information to prospective customers about the availability, features and uses of products.

(ii) To stimulate demand by creating awareness and interest among customers,

(iii) To differentiate a product from competitive products by creating brand loyalty,

(iv) To stabilise sales by highlighting the utility of the product.

Promotion has often been the target of criticism. Some opine that “promotion contributes nothing to society”, and for some others “promotion forces consumers to buy products they cannot afford and do not need”, and so on. It may be true that promotion can certainly be criticised on many of its aggressive and compelling factors. But it should also be recognised that it plays a crucial role in modern society, particularly in business, economic and social spheres of influence.

Promotion – Nature

1. Informative Process:

All promotions, essentially, are designed to inform the target market about the firm’s offerings. It provides information to prospective consumers about the availability, features and uses of products. This will help the consumer in his intelligent buying

2. Persuasive Process:

The very purpose of promotion is to persuade people to buy. It is designed to stimulate purchase and to create a positive image in order to influence long-term buyer behaviour.

3. Motivating Process:

Promotion aims at motivating distributors to provide more floor space to company’s product and push them

4. Brand Switching:

Promotion aims at attracting customers using competitor’s brands to its product or making consumers to switch brands.

5. Promotion is an Investment:

Promotional expenditure should not be seen as short-term effort to gain sales. It is an investment in the customers, hopefully creating positive attitude towards an organization or a product/service. A great deal of promotional investment is future orientated in exactly the same way as R&D and training.

6. Promotion is Directed Towards a Target Group:

A promotion strategy developed by company aims at a target group. Therefore, marketing communicators must start with a clear view of the target group. They should decide how comprehensively the group is to be covered and what type of message and media should be selected.

7. Promotion Calls for Economics:

Promotion involves huge amount of expenditure. It is suggested that promotional expenditure should be raised to the point where the marginal return matches marginal cost on promotional expenses.

8. It is an Intelligence Process:

Promotion decision involves lot of activities that are to be handled carefully. It includes identifying target audiences, determining sales-promotion objectives, deciding sales promotion vehicles, setting sales promotion budget etc.

Promotion is a form of communication with an additional element of persuasion to accept ideas, products, services and hence persuasive communication becomes the heart of promotion, the third element of marketing-mix.

Promotion is an important marketing strategy and is the spark-plug of the marketing-mix. Promotion helps people know that the right product at right price is available at the right place. In a competitive market, without promotion, practically no sale is effected.

Promotion is the process of marketing communication to inform, persuade, remind and influence consumers in favour of a product or service.

Promotion – 4 Important Kinds of Promotion

1. Information Promotion:

All promotions, essentially, are designed to inform the target market about the firm’s offerings. Informative promotion is more prevalent during early stages of product life cycle. It is a necessary ingredient for creating primary demand.

Such type of promotion is needed as the consumers make their purchases only if they are convinced about the product benefits. This could be done only with the help of communications and such communications are usually information-oriented and not sales-oriented. Naturally, this will help the consumer in this intelligent buying.

2. Buyer Behaviour Modifications:

The effect of promotion is measured through the modification in consumer behaviour. The repeated advertisements and constant personal selling methods are designed to achieve this goal.

3. Persuasive Promotion:

The basic purpose of promotion is to persuade people to buy. But many do not accept this goal, as it would involve high-pressure selling but essence of all promotion is persuasion. It is designed to stimulate purchase and to create a positive image in order to influence long-term buyer behaviour. Except on certain occasions promotion is not intended to create immediate response. Moreover, when the product enters growth stage persuasion becomes the primary goal of any kinds of promotion.

4. Reminder Promotion:

This goal is adopted when the product reaches maturity stage. Insisting and emphasising brand names and product features in competitive terms is the central aim of reminder promotion. It simply serves as a “memory jogger”.

Promotion – Tool

Promotion refers to the process of informing and persuading the consumers to buy certain product. By using this process, the marketers convey persuasive message and information to its potential customers.

A firm uses different tools for its promotional activities which are as follows:

(i) Advertising:

Advertising is the most commonly used tool for informing the present and prospective consumers about the product, its quality, features, availability, etc. It is a paid form of non-personal communication through different media about a product, idea, a service or an organisation by an identified sponsor. It can be done through print media like newspapers, magazines, and electronic media like through radio, television, etc.

(ii) Publicity:

This is a non-paid process of generating wide range of communication to contribute a favourable attitude towards the product and the organisation, e.g., articles in newspapers about an organisation, its products and policies. The other tools of publicity are press conference, publication and news in the electronic media etc. It is published or broadcasted without charging any money from the firm.

(iii) Personal Selling:

When representatives of different companies try to persuade the customers personally it is called personal selling. It is a direct presentation of the product to the consumers or prospective buyers. It refers to the use of salespersons to persuade the buyers to act favourably and buy the product.

(iv) Sales Promotion:

This refers to short- term and temporary incentives to purchase or induce trials of new goods. The tool include contests, games, gifts, trade shows, discounts, etc.

All marketing communications must be planned as part of a total system and not as independent pieces. Promotional methods constitute the promotion-mix which has the following four ingredients.

All promotional methods try to influence consumer’s attitude, beliefs, ways of living or life styles, values and preferences towards a company and its products, and thereby, influence his/her behaviour.

1. Advertising – It is defined as any paid form of non-personal presentation and promotion of ideas, goods and services by an identified sponsor. Advertising is impersonal salesmanship for mass selling, a means of mass communication.

2. Publicity – It is non-personal stimulation of demand for a product or service by placing commercially significant news about it in a publication or obtaining favourable presentation of it upon radio, TV, or stage that is not paid for by the sponsor.

3. Personal Selling – It is the best means of oral and face-to-face communication and presentation with the prospect for the purpose of making sales. It refers to oral face to face interaction between a sales person and prospective customer for the purpose of making sales.

4. Sales Promotion – It covers those marketing activities other than advertising, publicity and personal selling that stimulate consumer purchasing and dealer effectiveness. Such activities are displays, shows, exhibition, demonstration, and many other non-routine selling efforts at the point of purchase. Four promotional-mix elements have a definite role in all stages of the selling process. Publicity is effective in the awareness stage. Advertising gradually becomes less and less effective over a time span. Hence, reminder advertisement is necessary.

Personal selling becomes, more and more effective as inter-personal inter-action assumes increasing importance.

Today, promotion is not regarded as the sole tool of marketing communications. We have now the wider concept of the term “Marketing Communications.”

In the communication mix of the firm we now include all the four components of marketing – mix (the 4 Ps).

(a) Total Product personality covering product quality and other features, brand name, company name, package and label.

(b) Price conveying quality, status, fair-charge, and unique technological features.

(d) Place or point of sale indicating store-choice, store image, store display and store services. Thus, all 4 Ps (Product, Price, Promotion and Place of Distribution) communicate and act as senders of marketing messages.

Of course, promotion proper is the most substantial and most prominent component of marketing communication-mix.

Promotion – Main Purpose of Promotion

The overall purpose of promotion is to influence buyer behaviour and alter the location and shape of the consumer demand curve in favour of the product.

At Price P₁ -Present Demand Q₁, Increased demand Q₂ due to promotion.

At same quantity Q₁ sale-Present Price P₁ increased price P₂ due to promotion. Thus, Goal of Promotion –

a. Enhance demand at same price

b. Enhance Price at same demand.

The favourable change in the pattern of consumer demand is secured through commercial information, persuasion and influence with the help of personal selling, advertising, publicity and sales promotion devices.

Promotional strategies may adversely influence the social and political environment. Marketers may succeed to bend demand to adapt itself with supply, i.e., product offering. But the marketing activities may aggravate the social problem e.g., media control, waste disposal, general welfare, deceptive advertising practices, high pressure salesmanship, misleading packaging and labeling, monopolistic or restrictive marketing practices, and so on.

When the product fulfills the needs of private consumption at the cost of general welfare, e.g., cigarettes or liquor, the criticism against promotion is greatest. Consumer advocates also point out that non-price competition through promotion involves additional waste of expenditure and ultimately the consumers have to bear the cost of promotion through higher prices. In the end consumers are forced to pay for all promotion expenses.

As long as promotion means right information and persuasion, it is tolerable and also justifiable. But when informing and persuading become deceiving, consumerism and government agencies can challenge such promotion. Consumerism has been pressing for more and more informative and less and less persuasive marketing communications.

The best example of misleading promotion is puffery in advertising? Superlative advertisements. Similarly, sexist advertisements cure objected seriously by organizations of the fairer sex. Many sales promotion gimmicks are considered to demoralise the market.

Promotion devices should not mislead the average consumers, abuse the findings of research, manipulate consumer behaviour and market conditions. They must be accurate, credulous and fair in making comparisons with the products of rivals.

Promotion – Strategy

Strategy lays down the broad principles by which a company hopes to secure an advantage over competitors, exhibit attractiveness to buyers, and lead to full exploitation of company resources.

When marketers resort to promotion or persuasive communication in marketing, we have a kind of the promotion square.

It has four sides of equal importance, viz.:

(a) The product described in the marketing communication.

(b) The prospect to be converted into a customer through persuasion and influenced by promotion.

(d) The channel or the route along which the product will move from the marketer to the buyer.

The promotion strategy will depend upon these four sides.

The promotion strategy deals with the following decisions:

(i) The blend of promotional activities (advertising, publicity, personal selling and sales promotion),

(ii) The amount allocated for the various forms of promotion particularly to the advertising media such as press, radio, television, and so on,

(iii) The kind of promotion to be used.

Each kind of promotion has strengths and weaknesses as a communication medium. Each mode of promotion depends on the nature of the products, characteristics of the market, stage of market development and stage of the buyer’s decision-making. These unique strengths and weaknesses must be duly recognised while designing the promotion (communication) mix.

Then again we have also interactions among the various forms of promotion. These interactions determine the total promotion effectiveness. The interdependences of all kinds of promotion demand an integrated approach to promotion or marketing communication strategy.

1. The Product:

The product is one of the factors determining the form of promotion. Toys are effectively shown on television. Press advertisements are unsuitable for children. Mass selling consumer goods can be easily promoted through radio and television advertising. Industrial and speciality goods should be promoted through technical journals and through sales engineers.

2. The Buyer:

If the marketers are to provide realistic solutions to the problem of buyers, they must know their customers, their needs and desires, their attitudes, values, aspirations and expectations. Hence, marketers must have up-to-date information about consumer demand and consumer behaviour.

3. The Company:

The firm has a unique public image in the market. The firm’s image must be closely associated with promotional strategy so that its goodwill can be exploited. Corporate advertisements usually emphasize more on the characters, reputation, reliability and responsibility of the marketing firm. Source credibility in promotion plays a very important role in making promotion believable to the receiver.

Effectiveness of communication depends upon the firm’s image in the market. When the perceived risk in buying a product is higher, the source credibility is an important factor in purchase decisions. A credible or trustworthy source produces much greater change in buyer’s predisposition than one that is not credible.

4. The Channel Choice:

The promotional strategy also depends on the channel or route through which products of the firm flow to consumers. There are pull and push strategies in promotion. Pull strategies depend upon mass communication. Products are literally pulled by buyers through the channels on the basis of mass promotional efforts. In a pull strategy the product is pulled through the channel by creating end-user demand.

Customers force retail shops to stock products from wholesalers. The firms have well-known brands that can exercise control over channels through pull promotion strategies. Personal salesmanship plays a secondary role in pull promotion. Marketer rely on intensive distribution. Dealer margins cure also lower in pull promotion.

A pull strategy is also called a suction strategy. Extensive and heavy use of advertising and sales promotion would be necessary to generate consumer demand. There is less emphasis on personal selling at all stages of the marketing channel.

Small firms are unable to depend entirely on advertising and sales promotion, because large investment is involved due to emphasis on advertising and sales promotion. A push strategy is called a pressure strategy. It places heavy emphasis on personal selling.

Industrial marketing strategies are mostly the push type strategies relying primarily on personal selling. In the sale of medical products and in life insurance, marketers have to use large number of sales-people to call on physicians and prospects for life insurance. In push type promotion, personal selling expenses are considerable and dealer margin is also higher.

In push type promotion, after sale service is also important. In push type promotion, marketers rely on selective distribution. Push strategy can be successfully used when- (1) we have a high quality product with unique selling points, (2) we have a high priced product, and (3) we can offer adequate incentives (financial) to middlemen and their salesmen.

Most consumer goods manufacturers generally employ a push pull (combination) strategy to sell their products. The ratio of pull to push may differ according to the requirements of market situation. Salesmen are used to push the goods through the marketing channel, while advertising and sales promotion will support personal selling to accelerate sales. Thus, all tools of promotion work together.

Promotion Strategies:

Various promotion strategies are:

1. Contests:

Contests are a frequently used promotional strategy. Many contests don’t even require a purchase. The idea is to promote your brand and put your logo and name in front of the public rather than make money through a hard-sale campaign. People like to win prizes. Sponsoring contests can bring attention to your product without company overtness.

2. Social Media:

Social media websites such as Facebook and Google+ offer companies a way to promote products and services in a more relaxed environment. This is direct marketing at its best. Social networks connect with a world of potential customers that can view your company from a different perspective.

Rather than seeing your company as “trying to sell” something, the social network can see a company that is in touch with people on a more personal level. This can help lessen the divide between the company and the buyer, which in turn presents a more appealing and familiar image of the company.

3. Mail Order Marketing:

Customers who come into your business are not to be overlooked. These customers have already decided to purchase your product. What can be helpful is getting personal information from these customers. Offer a free product or service in exchange for the information. These are customers who are already familiar with your company and represent the target audience you want to market your new products to.

4. Product Giveaways:

Product giveaways and allowing potential customers to sample a product are methods used often by companies to introduce new food and household products. Many of these companies sponsor in store promotions, giving away product samples to entice the buying public into trying new products.

5. Point-of-Sale Promotion and End-Cap Marketing:

Point-of-sale and end-cap marketing are ways of selling product and promoting items in stores. The idea behind this promotional strategy is convenience and impulse. The end cap, which sits at the end of aisles in grocery stores, features the products a store wants to promote or move quickly.

This product is positioned so it is easily accessible to the customer. Point-of-sale is a way to promote new products or products a store needs to move. These items are placed near the checkout in the store and are often purchased by consumers on impulse as they wait to be checked out.

6. Customer Referral Incentive Program:

The customer referral incentive program is a way to encourage current customers to refer new customers to the store. Free products, big discounts and cash rewards are some of the incentives it can use. This is a promotional strategy that leverages the customer base as a sales force.

7. Causes and Charity:

Promoting the products while supporting a cause can be an effective promotional strategy. Giving customers a sense of being a part of something larger simply by using products they might use anyway creates a win-win situation. To get the customers and the socially conscious image; customers get a product they can use and the sense of help a cause. One way to do this is to give a percentage of product profit to the cause the company has committed to helping.

8. Branded Promotional Gifts:

Giving away functional branded gifts can be a more effective promotional move than handing out simple business cards. Put the business card on a magnet, ink pen or key chain. These are gifts it can give your customers that they may use, which keeps the business in plain sight rather than in the trash or in a drawer with other business cards the customer may not look at.

9. Customer Appreciation Events:

An in-store customer appreciation event with free refreshments and door prizes will draw customers into the store. Emphasis on the appreciation part of the event, with no purchase of anything necessary, is an effective way to draw not only current customers but also potential customers through the door.

Pizza, hot dogs and soda are inexpensive food items that can be used to make the event more attractive. Setting up convenient product displays before the launch of the event will ensure the products you want to promote are highly visible when the customers arrive.

10. After-Sale Customer Surveys:

Contacting customers by telephone or through the mail after a sale is a promotional strategy that puts the importance of customer satisfaction first while leaving the door open for a promotional opportunity. Skilled salespeople make survey calls to customers to gather information that can later be used for marketing by asking questions relating to the way the customers feel about the products and services purchased. This serves the dual purpose of promoting your company as one that cares what the customer thinks and one that is always striving to provide the best service and product.

Push Strategy:

A push promotional strategy involves taking the product directly to the customer via whatever means, ensuring the customer is aware of your brand at the point of purchase.

The term ‘push strategy’ describes the work a manufacturer of a product needs to perform to get the product to the customer. This may involve setting up distribution channels and persuading middlemen and retailers to stock your product. The push technique can work particularly well for lower value items such as fast moving consumer goods (FMCGs), when customers are standing at the shelf ready to drop an item into their baskets and are ready to make their decision on the spot.

This term now broadly encompasses most direct promotional techniques such as encouraging retailers to stock your product, designing point of sale materials or even selling face to face. New businesses often adopt a push strategy for their products in order to generate exposure and a retail channel. Once your brand has been established, this can be integrated with a pull strategy.

Examples of Push Tactics:

a) Trade show promotions to encourage retailer demand.

b) Direct selling to customers in showrooms or face to face.

c) Negotiation with retailers to stock your product.

d) Efficient supply chain allowing retailers an efficient supply.

e) Packaging design to encourage purchase.

f) Point of sale displays.

Pull Strategy:

A pull strategy involves motivating customers to seek out your brand in an active process.

‘Pull strategy’ refers to the customer actively seeking out your product and retailers placing orders for stock due to direct consumer demand. A pull strategy requires a highly visible brand which can be developed through mass media advertising or similar tactics. If customers want a product, the retailers will stock it – supply and demand in its purest form, and this is the basis of a pull strategy. Create the demand and the supply channels will almost look after themselves.

Promotion – Methods of Promotional Funding

An economist might suggest that promotional expenditure should be raised to the point where the marginal return from additional spend matches the marginal cost of that spend. However, this is not only impossible to measure, but it also forgets the long-term return of promotion. The benefits of a sustained campaign do not always come in the form of immediate results. A more appropriate plan is to set the expenditure based on objectives to be achieved and task to be done.

Some companies establish the amount of funds they feel able to allocate to promotion (affordable method). Others decide how much they need to spend separately on the various promotion tools, and then add the totals to arrive at a total promotion requirement. Whether a top-down or bottom-up approach is used, arriving at promotional budgets is a very inexact science.

There are four major ways in which companies can calculate their total promotional budgets:

1. The objective and task method (zero-based budgeting)

2. The affordable method

3. The percentage of sales method

4. The competitive parity method.

However, for all its faults, the percentage of sales method is generally the one most commonly used. Crosier aggregated the results of a number of studies up to 1985 and found that the objective and task method was being used by 18 per cent of companies, the affordable method (or executive judgement) by 21 per cent, the percentage of sales or A/S (Advertising to Sales) ratio by 44 per cent and all other methods were being used by 17 per cent.

There is no general model which allows sales increases to be forecast based on promotional spend. Therefore organisations choose methods of allocating budgets with which they feel comfortable.

1. The Objective and Task Method:

The objective and task method with its zero-base approach takes time to calculate and involves the setting of promotional objectives. It is closest to the real need within the promotional programme. The company decides what it would like to achieve with future promotions and works out several alternative ways of attaining these objectives.

These will be costed and evaluated before the final decision about which approach to undertake is decided upon. This is a very logical process, but again is not without its disadvantages.

i. It is very difficult to determine the exact response to any particular expenditure on promotion. Although objectives have been set there is no guarantee that they will be met by following any one specific approach.

ii. This method does not categorically take into consideration whether the company can afford to follow the objective and task method. The company may know the promotional objectives it wants to attain, and perhaps how to attain them, but is the company financially able to do it?

Unfortunately the method is rarely applied in its entirety.

2. The Affordable Method:

The affordable method is very easy to understand and basically means that the company will spend on promotion what it thinks is reasonable and can afford. It is often based on either the previous year’s spend, or what is available when the forecast revenue and required profit have been fixed. There is very little to commend this method except that the company is most unlikely to spend above its limits. The disadvantages far outweigh the advantages.

Some of the disadvantages include the following:

i. Any type of long-range planning is almost impossible. The company cannot guess exactly the funds that will be available in the future to spend on promotion.

ii. In times of recession or hardship for the company, very little will be able to be spent on promotion, and yet this is most likely to be the time when spending in this way would prove to be of most benefit.

iii. When the economy is especially buoyant or times are very good for the company, it is most likely to be able to afford to spend a lot more on promotion, but this is the very time when it may actually be possible to reduce spending on promotion and perhaps increase investment in an alternative, say, capital expenditure.

iv. In situations where the company is spending only what it can afford, it is likely that other departments in the company are also competing for these limited funds. This will cause the managers to have very little goodwill or harmony between themselves. Instead of all aiming for a common goal, the good of the company, they will be more likely to try to satisfy only their own personal empire-building or departmental goals.

v. There is little opportunity to plan good promotional campaigns, i.e. making sure that the correct target audience is aimed for and using the correct media, message and promotional tool in general. The funds available under the affordable method can change from one day to the next depending on the activities of the company. Usually it is a reduction in the budget.

3. The Percentage of Sales Method:

Perhaps the classical approach, the percentage of sales method, is generally well liked by accountants as it is easy to calculate and therefore a precise amount can be allocated for promotion. A percentage of current yearly sales can be determined and this amount spent on the promotion mix, or a percentage of next year’s forecasted sales can similarly be appropriated for this task. However, again, there are more disadvantages than advantages with this system.

i. There is no calculated theory to say what the percentage of sales should be. Whether a high or low percentage is correct, it is merely left to the discretion of management and may perhaps depend on how well the marketing manager can argue a case against, say, that of the finance manager.

ii. If the percentage is fixed there is little opportunity to respond to any action by the competition or to any environmental demands that may arise. There is therefore the danger that valuable market share may be lost to a competitor should that competitor launch an aggressive promotional campaign which the firm cannot, because of lack of funds, respond to.

iii. It is impossible to calculate what sales are won in relation to promotion spend if the spend always relates solely to the past or present sales figures.

iv. Long-range planning for promotion over a period of more than a year is difficult to forecast. The budget is unlikely to remain at a similar level each year, unless the marketplace has remained fairly static.

4. The Competitive Parity Method:

The competitive parity method is where the amount allocated to be spent on the promotional mix is directly affected by how much is spent by competitors. It therefore aims to achieve a ‘share of voice’ similar to the company’s market share. In fact there is some evidence to suggest that market shares are roughly in line with long-term share of advertising spend in some industries. However, this is not always so.

It is thought by those who engage in this method that the amount spent must be about right as it is almost an industrial norm. Organisations feel more comfortable not being the odd one out. But there are many abnormalities inherent with this approach.

i. All companies do not share the same objectives. Some companies may have the sole objective to become market leader, others may wish to become more profitable and although these are not mutually exclusive objectives, it is rare to be able to achieve both simultaneously.

ii. It is suggested that this method diminishes the chance of promotional wars. But there is no logical reason to suppose that promotional fights will not happen. It is much more likely that all of the companies in direct competition, if they are all following the competitive parity method, will keep their spending patterns matching the others. This is likely to happen even if spending is at a much higher level than that which would exact a reasonable return.

iii. The comparative parity method makes it less likely that a follower product could become a market leader. There are other aspects of the marketing mix to consider. Promotional activities cannot be considered on their own. But a challenger product is likely to require above parity promotional expenditure as part of its marketing mix.

Источник

: the act or fact of being raised in position or rank : preferment

: the act of furthering the growth or development of something

especially

: the furtherance of the acceptance and sale of merchandise through advertising, publicity, or discounting

Synonyms

Example Sentences

There was little chance for promotion within the company.

She was given a well-deserved promotion.

The company is offering a special promotion to increase sales.

the promotion of better relations between neighboring countries

Recent Examples on the Web

Additionally, the No Sweat First Bet promotions is still live in all other FanDuel Sportsbook states.

—Ian Firstenberg, Chicago Tribune, 6 Apr. 2023

Just like a credit card, you’re supposed to get a few bucks back occasionally for various promotions, but nothing like this.

—Ron Amadeo, Ars Technica, 6 Apr. 2023

Such a complaint would mean that the skipper could forget any future promotions.

—Menachem Wecker, Sun Sentinel, 6 Apr. 2023

Niccol stripped most discounts and promotions off the menu—resisting entreaties from one of his top shareholders, activist investor Bill Ackman.

—Phil Wahba, Fortune, 5 Apr. 2023

Some Broadway wags might have scoffed at the idea of a cornpone musical comedy and its punny promotions.

—Frank Rizzo, Variety, 5 Apr. 2023

It was also announced that three of the nine soldiers who died in the crash were posthumously promoted to the next higher grade and that an honorary promotion ceremony will take place with the families of those who died at a later date.

—Jon Haworth, ABC News, 5 Apr. 2023

Other workers take big pay cuts to shift to part-time hours only to contend with pressure to pop open their laptops on their day off anyway, or find they’re cut off from key company discussions and promotions.

—Rachel Feintzeig, WSJ, 3 Apr. 2023

When your kids play with bobbleheads, remember that an Alioto brainstorm launched the major leagues’ first such promotion in 1999.

—Bruce Jenkins, San Francisco Chronicle, 1 Apr. 2023

See More

These examples are programmatically compiled from various online sources to illustrate current usage of the word ‘promotion.’ Any opinions expressed in the examples do not represent those of Merriam-Webster or its editors. Send us feedback about these examples.

Word History

First Known Use

15th century, in the meaning defined at sense 1

Time Traveler

The first known use of promotion was
in the 15th century

Dictionary Entries Near promotion

Cite this Entry

“Promotion.” Merriam-Webster.com Dictionary, Merriam-Webster, https://www.merriam-webster.com/dictionary/promotion. Accessed 13 Apr. 2023.

More from Merriam-Webster on promotion

Last Updated:
9 Apr 2023
— Updated example sentences

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Merriam-Webster unabridged

Источник

Look up promotion in Wiktionary, the free dictionary.

Promotion may refer to:

MarketingEdit

Promotion (marketing), one of the four marketing mix elements, comprising any type of marketing communication used to inform or persuade target audiences of the relative merits of a product, service, brand or issue
- Advertising campaign, a promotional campaign
- Film promotion
- Promotional recording
- Radio promotion

Status or progressEdit

Promotion (chess), when a pawn reaches the eighth rank
Promotion (Germany), the German term for the doctoral degree
Promotion (rank), the advancement of an employee’s rank or position in an organizational hierarchy system
Promotion and relegation, in sports leagues, is a process where some teams are transferred between multiple divisions based on their performance for the completed season

Arts, entertainment, and mediaEdit

Promotion (film), a 2013 Bengali film directed by Snehasish Chakraborty
«The Promotion» (The Office episode)
The Promotion, a 2008 film

Other usesEdit

ProMotion, a display feature on iPad “Pro” models starting with iPad Pro (10.5-inch) and (12.9-inch, 2nd generation), iPhone “Pro” models starting with iPhone 13 Pro and MacBook “Pro” models starting with MacBook Pro M1 (14 and 16-inch, 2021)
Professional wrestling promotion (also federation or fed), a company or business that regularly performs shows involving professional wrestling, or a role which entails management, advertising, and logistics of running a wrestling event (see promoter)
Promotion or trump promotion; see Glossary of contract bridge terms

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Promotion

According to the Treasury Board, for the purposes of deployment, a promotion occurs when the maximum rate of pay applicable to the position to which a person is appointed exceeds the maximum rate of pay applicable to the person’s substantive level immediately before the appointment by one of the following measures: an amount equal to at least [..]

17	0 0 Promotion According to 7 USCS § 7412 (Title 7, Agriculture; Chapter 101, Agricultural Promotion; Issuance of Orders for Promotion, Research, and Information Activities Regarding Agricultural Commodities) the t [..]

18	0 0 Promotion (n) a message issued in behalf of some product or cause or idea or person or institution(n) act of raising in rank or position(n) encouragement of the progress or growth or acceptance of something( [..]

19	0 0 Promotion (Doctoral Studies) The “Promotion” leads to a Doctoral title. In Germany most doctoral studies are based on individual research projects. There are also some structured doctoral programmes that of [..]

20	0 0 Promotion Component activities include:

21	0 0 Promotion advancement in rank or position, such as from teacher to headteacher. It is also a term used sometimes for pupils being moved on a year group in advance of their age-group peers.

22	0 0 Promotion A method of increasing sales of merchandise through advertising; any activity designed to enhance sales.

23	0 0 Promotion See pseudo-catalysis

24	0 0 Promotion Encouraging consumer Behaviors most likely to optimize Health potentials (physical and psychosocial) through Health information, preventive Programs, and access to medical care.

25	0 0 Promotion The second step in the development of cancer.

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Promotion

1. Something totally alien to every member of the Chess Glossary Team. 2. Advancing a Pawn to the enemy’s back row resulting in advantageous exchange for either another: Knight, Bishop, Rook, or Queen (those are the ‘promoted’ pieces involved in this special move, also known as ‘Pawn Promotion’).

27	0 0 Promotion Developing one or more cards into winners by driving out any higher-ranking cards held by the opponents.

28	0 0 Promotion When a pawn reaches the final rank, it can be turned into another piece (except a pawn or king), usually a queen. Also known as «Queening». See also «Underpromotion».

29	0 0 Promotion one of the marketing P’s, referring to advertising and other means of generating customer interest in the product

30	0 0 Promotion publicising a product to increase sales or public awareness.

31	0 0 Promotion All the techniques that hospitality and travel organizations use to promote their services.

32	0 0 Promotion The change of an employee to a position at a higher grade level within the same job classification system and pay schedule or to a position with a higher rate of basic pay in a different job classific [..]

33	0 0 Promotion A standalone sidebar graphic and/or text used to draw attention to content deeper in the site, or to encourage your users to take an action (ex: to fill out an application, learn more about a topic, r [..]

34	0 0 Promotion An advancement in rank or position. (I’ll have to give myself a promotion!) (marketing) Dissemination of positive information about a product, product line, brand, or company. (The price cut i [..]

35	0 0 Promotion granting of a doctorate,

36	0 0 Promotion lang=en 1600s=1678 * »’1678»’ — . »». *: But let us still resist him; for notwithstanding all his bravadoes, he promoteth the fool and none else. «The wise shall inherit glory, said Solomon, [..]

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Источник

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All men will commence in their present rank and promotion will be open to all men alike, without any distinctions or qualifications, political or otherwise.

John Amery

PRONUNCIATION OF PROMOTION

GRAMMATICAL CATEGORY OF PROMOTION

Promotion is a noun.

A noun is a type of word the meaning of which determines reality. Nouns provide the names for all things: people, objects, sensations, feelings, etc.

WHAT DOES PROMOTION MEAN IN ENGLISH?

Definition of promotion in the English dictionary

The first definition of promotion in the dictionary is the act of furthering or encouraging the progress or existence of. Other definition of promotion is the act of raising to a higher rank, status, degree, etc. Promotion is also the act of advancing to a higher course, class, etc.

WORDS THAT RHYME WITH PROMOTION

Synonyms and antonyms of promotion in the English dictionary of synonyms

SYNONYMS OF «PROMOTION»

The following words have a similar or identical meaning as «promotion» and belong to the same grammatical category.

Translation of «promotion» into 25 languages

TRANSLATION OF PROMOTION

Find out the translation of promotion to 25 languages with our English multilingual translator.

The translations of promotion from English to other languages presented in this section have been obtained through automatic statistical translation; where the essential translation unit is the word «promotion» in English.

Translator English — Chinese

促进

1,325 millions of speakers

Translator English — Spanish

promoción

570 millions of speakers

Translator English — Hindi

पदोन्नति

380 millions of speakers

Translator English — Arabic

تَرْوِيج

280 millions of speakers

Translator English — Russian

продвижение

278 millions of speakers

Translator English — Portuguese

promoção

270 millions of speakers

Translator English — Bengali

পদোন্নতি

260 millions of speakers

Translator English — French

promotion

220 millions of speakers

Translator English — Malay

Promosi

190 millions of speakers

Translator English — German

Beförderung

180 millions of speakers

Translator English — Japanese

促進

130 millions of speakers

Translator English — Korean

승진

85 millions of speakers

Translator English — Javanese

Promosi

85 millions of speakers

Translator English — Vietnamese

sự xúc tiến

80 millions of speakers

Translator English — Tamil

பதவி உயர்வு

75 millions of speakers

Translator English — Marathi

जाहिरात

75 millions of speakers

Translator English — Turkish

tanıtım

70 millions of speakers

Translator English — Italian

promozione

65 millions of speakers

Translator English — Polish

awans

50 millions of speakers

Translator English — Ukrainian

просування

40 millions of speakers

Translator English — Romanian

promovare

30 millions of speakers

Translator English — Greek

προώθηση

15 millions of speakers

Translator English — Afrikaans

bevordering

14 millions of speakers

Translator English — Swedish

kampanj

10 millions of speakers

Translator English — Norwegian

forfremmelse

5 millions of speakers

Trends of use of promotion

TENDENCIES OF USE OF THE TERM «PROMOTION»

The term «promotion» is very widely used and occupies the 2.908 position in our list of most widely used terms in the English dictionary.

Trends

FREQUENCY

Very widely used

The map shown above gives the frequency of use of the term «promotion» in the different countries.

Principal search tendencies and common uses of promotion

List of principal searches undertaken by users to access our English online dictionary and most widely used expressions with the word «promotion».

FREQUENCY OF USE OF THE TERM «PROMOTION» OVER TIME

The graph expresses the annual evolution of the frequency of use of the word «promotion» during the past 500 years. Its implementation is based on analysing how often the term «promotion» appears in digitalised printed sources in English between the year 1500 and the present day.

Examples of use in the English literature, quotes and news about promotion

10 QUOTES WITH «PROMOTION»

Famous quotes and sentences with the word promotion.

The only risk of failure is promotion.

Cannes is a circus, so you have to have fun with it. Everything suddenly becomes funny. And the promotion of a movie — that’s where you really need to be a good actor. You need to make journalists believe that what you’re saying is just for them and you’ve never said it before, even when you’re talking about the same film over and over again.

All men will commence in their present rank and promotion will be open to all men alike, without any distinctions or qualifications, political or otherwise.

I think afterall, a promotion video is a piece of work in it’s own right.

In other words, if you — the cost of promoting movies, the advertising and promotion of a movie, the budget is almost as large as the cost of the movie.

A powerful attraction exists, therefore, to the promotion of a study and of duties of all others engrossing the time most completely, and which is less benefited than most others by any acquaintance with science.

And the whole Oscar thing, that is just surreal: you spend months and months doing promotion, and then come back to reality with this golden thing in your hands. You put it in the office and then you just have to look at it sitting on the shelf. And, after about two weeks, you go: ‘What is that doing there?’

The time has come to end social promotion in our schools.

Without promotion, something terrible happens… nothing!

Releasing a record is only the tip of the iceberg when it comes to the promotion of the product, but you have to play the game if you are to have a chance of competing in the market place.

10 ENGLISH BOOKS RELATING TO «PROMOTION»

Discover the use of promotion in the following bibliographical selection. Books relating to promotion and brief extracts from same to provide context of its use in English literature.

Advertising, Promotion, and New Media

This volume provides an overview of the newest media technologies and how they can be used in marketing communications.

Marla R. Stafford, Ronald J. Faber, 2005

Sales Promotion: How to Create, Implement and Integrate …

Sales Promotion is a core text of the ISP diploma, and the author has utilized graduate feedback to make the fourth edition relevant to students, whilst preserving its status as a potent tool for sales and marketing professionals.

Advertising and Integrated Brand Promotion

A leader for its emphasis on integrated brand promotion, this edition combines a compelling presentation of the fundamentals of advertising with invigorating coverage of contemporary topics and the latest advertising trends.

Thomas O’Guinn, Chris Allen, Richard Semenik, 2011

Planning Health Promotion Programs: An Intervention Mapping …

In addition, the book has been redesigned to be more teachable, practical, and practitioner-friendly.

L. Kay Bartholomew, Guy S. Parcel, Gerjo Kok, 2011

Health Promotion: Philosophy, Prejudice and Practice

Incisively written, this new edition of a popular guide first published in 1996 slices through the rhetoric of health promotion.

Dr. David Seedhouse, 2004

Mental Health Promotion: Paradigms and Practice

Mental health promotion is an emerging field of interest to many health professionals. This book traces its history, defines it and distinguishes it from mental illness prevention.

Theoretical Foundations of Health Education and Health Promotion

Health Sciences & Professions

Manoj Sharma, John Albert Romas, 2011

Community Health Education and Promotion: A Guide to Program …

The purpose of this edition is to provide more practical guidance for the student of community health, health education, or health promotion about the design, development, and evaluation of programs in the community.

Mary Ellen Wurzbach, 2002

Contemporary Health Promotion in Nursing Practice

This is the most up-to-date health promotion text available, and includes detailed sections on: -Innovations, regulations, and policies developed in recent years that changed health promotion practice -Health disparities -Health literacy …

«Cross-media promotion is one of the most salient characteristics in our modern media systems, arising out of a context that involves virtually every level of media studies: media ownership, advertising and funding, technological trends, …

10 NEWS ITEMS WHICH INCLUDE THE TERM «PROMOTION»

Find out what the national and international press are talking about and how the term promotion is used in the context of the following news items.

Young workers face ‘promotion blockage’ in stagnant jobs market

An increase in «job stability» — the time an employee spends in a particular job — has reduced the prospects of promotion and pay rises for … «ITV News, Jul 15»

The ‘Promotion‘ That Makes You Feel Bad

Receiving an unexpected professional status bump doesn’t always feel good, especially if it wasn’t really earned. Companies need to be aware … «Working Knowledge, Jul 15»

Comedy Central Promotes Rob O’Neill to SVP Programming …

He’ll also manage the creative ideation and execution of programming and promotion strategies across all screens to maximize consumption … «TheWrap, Jul 15»

The Do’s and Don’ts of Viral Content Promotion

Viral content promotion is the word we use to describe content that just simply takes off on its own. It creates a brand out of nothing and can … «Techzone360, Jul 15»

Women’s Ashes 2015: Batting promotion for Ellyse Perry a …

Could there be anything more inspiring for one team, and demoralising for their opponents, than watching one of their players produce a … «Sydney Morning Herald, Jul 15»

Matt Holland believes promotion is possible for Ipswich Town in …

Former Ipswich Town cult hero Matt Holland has backed the Blues for promotion in 2015-16 with the new Championship season less than two … «East Anglian Daily Times, Jul 15»

Naked man upsets cafe customers after promotion goes horribly wrong

PHILADELPHIA- A man showed up completely naked to a coffee shop Friday after a misunderstanding about a promotion. Tom Dimitriou is the … «FOX43.com, Jul 15»

Maxim Maintains Buy on AEterna Zentaris Inc. (AEZS) as Saizen …

In his research note, Kolbert noted, “Commencing the Saizen promotion is a positive for the company and should provide revenues that offset … «Smarter Analyst, Jul 15»

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What is Promotion?

It involves an entire set of activities that communicate about the product, brand or service to the user.

The basic idea behind promotion is to make people aware, attract and induce to buy the product, in preference over other similar products available in the market.

The promotion tool of marketing mix comprises communication tactics used by the marketers to educate consumers, increase demand and differentiate brands.

Promotion has been defined as “Coordinated Self-initiated efforts to establish channels of information and persuasion to facilitate or foster the sale of goods or services or the acceptance of ideas or points of view.”

Learn about:-

1. Introduction to Promotion 2. Meaning of Promotion 3. Objectives 4. Nature 5. Importance 6. Factors Affecting 7. Methods

8. Difference between Push Strategy and Pull Strategy 9. Budget 10. Control Process 11. Role of Communication Process 12. Benefits and Limitations.

What is Promotion: Meaning, Objectives, Nature, Importance, Methods, Benefits, Limitations and Other Details

What is Promotion – Introduction (With Definitions)

The modern age is the age of severe competition. Therefore, manufacturers have to think of new and unfamiliar ways of communication about their products to the customers. Demand creation is an imperative need of business. Sales do not take place automatically without promotion or marketing communication even though a product is superb.

In essence, promotion involves the creation and expansion of demand. After product development, it is introduced in the market and its demand is created through promotional activities. Promotion is just like the spark plug in the marketing mix of a firm.

Promotion is a term used frequently in marketing and is one of the elements of marketing mix. It refers to raising customer awareness of a product or brand, generating sales and creating brand loyalty. It involves an entire set of activities that communicate about the product, brand or service to the user.

The basic idea behind promotion is to make people aware, attract and induce to buy the product, in preference over other similar products available in the market. The promotion tool of marketing mix comprises communication tactics used by the marketers to educate consumers, increase demand and differentiate brands. Promotion aims at keeping the product in the minds of the customers and helps stimulate demand for the product.

Promotion is the process of marketing communication involving information, persuasion and influence. Promotion has been defined as “Coordinated Self-initiated efforts to establish channels of information and persuasion to facilitate or foster the sale of goods or services or the acceptance of ideas or points of view.” Thus promotion is persuasive communication to inform potential customers of the existence of products, to persuade them that those products have want satisfying capabilities.

As such, promotion message has two basic purposes:

1. Persuasive communication

2. Tool of competition. Promotion is responsible for awakening and stimulating consumer demand for the product.

Some Important Definitions of Promotion as a Tool of Marketing Mix:

Promotion compasses all the tools in the marketing mix whose major role is persuasive communication. — Philip Kotler

Promotion includes advertising, personal selling, sales promotion and other selling tools. — Stanton

Promotion is the personal or impersonal process of assisting and of persuading a prospective customer to buy a product or service or to act favourably upon the idea that has commercial significance to the seller.

What is Promotion – Meaning of Promotion from Different Perspectives

The word promotion is used in more ways than one. Before understanding the meaning of promotion from marketing point of view, it is more appropriate to understand the different meanings of promotion.

In common parlance the word promotion is defined as an activity that supports the furtherance of a cause, venture, or aim. It also refers to engaging in publicity of a product, organization, or venture to increase sales or public awareness.

In terms of a career, a promotion refers to the advancement of an employee’s rank or position in a hierarchical structure.

In terms of job – promotion usually includes a new job title, a greater number of responsibilities and a pay increase. They might also include an expansion of benefits and managerial authority over other employees. Job promotions are usually based on performance or tenure.

In terms of Product – promotions are designed to increase sales of a product or service. Promotional tactics include coupons, buy one, get a second one free, straight discounts, and simple advertising etc.

In terms of sales – promotion refers to a different sort of advancement. A sales promotion entails the features via advertising, a discounted price etc. Of a particular product or service Generally, promotion refers to an activity which involves communicating with the public, in an attempt to influence them toward buying the organization’s products and/or services.

To sum up, promotion is an action taken by a company’s marketing staff with the intention of encouraging the sale of products or service to their target market. For example, product promotion performed by a typical business might take the form of advertising the product in question via print or Internet advertisements, direct mail or e-mail letters, trade shows, telephone and personal sales calls, TV and radio commercials, billboards, posters etc.

What is Promotion – 12 Main Objectives

The following are the main objectives of promotion:

i. To create product and brand awareness – Several sales promotion techniques are highly effective in exposing customers to products and brands for the first time and can serve as key promotional components in the early stages of new product and brand introduction. This awareness is the basis for all other future promotional activities. Promotional activities motivate the customers to try new products and brand and the dealers also to push the new products and brands.

ii. To create interest – Sales promotions are very effective in creating interest in a product. In fact, creating interest is often considered the most important use of sales promotion. In the retail industry an appealing sales promotion can significantly create customer interest.

iii. To provide information – Promotional activities provide substantial information about the product to the customers. This goes a long way in converting interest into actual sales.

iv. To stimulate demand – Effective promotional activities can stimulate demand for the product by convincing the customers to buy the products.

v. To reinforce the Brand – Promotion can be used to reinforce or strengthen the brand in the minds of the customers. This will ensure repeat sales of the product in the long run.

vi. To attract new customers – Sales promotion measures also play an important role in attracting new customers for an organization. Usually, new customers are those persons that are loyal to other brands. Samples, gifts, prizes, etc. are used to encourage consumers to try a new brand or shift their patronage to new dealers.

vii. To induce existing customers to buy more – Promotion activities can increase the purchases made by the existing customers by making them consume more quantity or consume on more occasions.

viii. To help the firm to remain competitive – Companies undertake sales promotion activities in order to remain competitive in the market. Therefore, in the modern competitive world no firm can escape sales promotion activities.

ix. To increase sales in off-seasons – Sales of the products naturally reduce during the off-season. Therefore promotional activities can be implemented during the off-season to maintain or even increase the sales. Techniques such as off-season discounts, off-season offers can achieve this.

x. To add to the stock of the dealers – Dealers like wholesalers and retailers usually deal with a variety of goods. Their selling activity becomes easier when the manufacturer supplements their efforts by sales promotion measures. When a product or service is well supported by sales promotion, dealers are automatically induced to have more of such items.

xi. To Keep Existing Customers – A sales promotion can be geared toward keeping existing customers, especially if a new competitor is likely to enter the market.

xii. To clear inventory – Promotional techniques can be effectively used to clear unsold inventory by giving effective offers.

What is Promotion – Nature

1. Creates Awareness:

Promotional activities expose an adequate number of target consumers to the messages and create awareness about the product. For this purpose, such promotion media is chosen which will reach adequate numbers of target consumers. Print, electronic, outside or online media can be used as per nature of the product and target audience.

2. Attention Grabbing:

The promotional campaigns draw the potential customer’s attention towards the product. The customers are not aware about the new product and it is only through promotional activities that they can be informed about the product, its features and utility.

3. Creates Interest:

It is not enough to get the attention of the customer. The aim of promotion is to make the potential customers interested in knowing more about the product. Customers will be interested only in those products that they actually need, so the promotional messages should emphasise on how the featured product can fulfill their needs.

4. Informative:

The target markets needs to know about the functions and characteristics of the product so that they can relate their needs with it. Promotion is done to provide the necessary information and details to the prospective buyers of the product. The information given to the customers should also enable them to differentiate the product from those of competitors.

5. Induces Action:

The ultimate goal of all marketing activities is to make a sale. An effective promotional strategy will grab the attention of the would be consumers, create interest in their minds, provide enough information about the product to help them in taking the purchase decision and finally induce them to take action, i.e. purchase the product.

What is Promotion – Importance of Promotion in the Present Marketing Context

The importance of promotion in the present marketing context is as follows:

1. Motivates Agencies:

It offers the opportunity to motivate agencies. The combined thinking of a team is better than the sum of the parts (and unleashes everyone’s creative potential).

2. Participation:

Everyone owns the final plan, having worked together on the brainstorming and implementation, avoiding any internal politics. Likely, this can overcome the divisive nature of individual departments i.e., ‘fighting their own corner’.

3. Measurability:

One of the most significant benefit is the delivery of better measurability of response and accountability for the communications program.

4. Interaction:

Promotion secures better communication between agencies and creates a stronger bond between them and the client company. By providing a more open flow of information it empowers the participants in the communication program to concentrate on the key areas of strategic development, rather than pursue individual and separate agendas.

5. Consistency of Message Delivery:

The planning process in a holistic manner if approached, companies can empowers that all components of the communications program deliver the same message to the target audience.

Significantly, this demands the adoption of an overall strategy for the brand, rather than developing individual strategies for the separate tools of marketing communications. The avoidance of potential confusion in the minds of consumers is a paramount consideration in the development of effective communications programs.

6. Client Relationships:

For the agency, it issues the opportunity to play a significantly more important role in the development of the communications program and to become a more effective partner in the relationship.

By participating in the totality of the communications requirements, rather than having responsibility for one or more components, the agency can embrace a more strategic stance. This, in turn, provides significant power and provides important advantages over competitors.

7. Corporate Cohesion:

Promotion can be used as a strategic tool in communicating a company’s corporate image and its product/service benefits. This has important consequences both on an internal and an external level.

As consumers increasingly gravitate towards companies with whom they feel comfortable, it becomes important to secure that the overall image projected by the organisation is favourably received.

This calls in turn, the development of a cohesive communications program within the organisation to ensure that all people working for the company completely understand the organisation’s goals and ambitions and externally to present the company in the most favourable light.

What is Promotion – 5 Major Factors Affecting Promotion Decisions

Before taking a decision on its promotion strategy for foreign markets, a firm has to consider a large number of factors.

Some of them are:

Factor # 1. Corporate Objectives:

The objectives of the firm affect the promotion decision to a great extent. A firm may have different objectives in different foreign markets or different firms may have different strategy in the same market. Firm’s level of commitment to international operations will determined its promotion strategy.

The objective of the firm in international marketing may be to create its image on a long term basis or it may be to maximise its cash resources or profitability in a short time and then withdraw itself from the market. A firm may want to sell its product only to a few customers whereas another firm would like to reach to the masses.

The promotion strategy would be different in each case. A firm’s promotion strategy wanting to sell only to a few customers will be quite different from a firm wanting to sell its product to the masses or to develop its own image in the market. Thus corporate objective shall determine the promotion strategy of a firm. It is so why different firms use different strategies in their international operations.

Factor # 2. Nature of the Product or Services Offered:

The nature of the product or the services offered by the firm is another factor that will determine the promotion strategy of a firm. Certain products are standardised and their promotional themes are also standardised. In such cases standardised promotional strategy can be used throughout the world.

For example soft drinks like coca cola, satisfy the same basic need-thirst of the consumers in different countries. Hence it is possible for a firm selling soft drink to use common promotional themes in all the markets. Besides, there are certain other standardised products which are used in the same form, with slight modifications.

The promotional themes and programmes may be used in the standardised form or with slight modifications. As against these products, there are certain other products which are not standardised such as – ready-made garments. Such products are differentiated from market to market.

As these products do not satisfy the same need in all markets of the world, the standardised promotional strategy cannot be used. To illustrate, garments in France satisfy the fashion need whereas in developing countries, they meet the basic clothing need. Here the standardised promotional strategy cannot be used in the two markets. A firm dealing in garments should design different promotional strategies and themes for different markets.

Factor # 3. Media Availability:

A media which is easily available in domestic country need not necessarily be available in the foreign market. Though one may generalise that identical media are available in most industrialised countries, one should keep in mind that they may vary in institution quality and communications value.

In such circumstances, the promotional message, theme and other properties of the media may be adjusted. But the task of international marketer is compounded where a certain type of media is just not available. For example, in some developing countries, television is not available for commercial communications.

India has recently introduced the commercial service on TV network. In such cases, TV cannot be used as a promotion media. Countries having low rate of literacy, may not have sufficient number of journals for advertisements.

Hence, the marketer cannot make use of journals and may have to be shifted to other available media. The information about media may be available from international advertising agencies, country’s diplomatic missions and advertising agencies’ associations and the marketer should collect the information before drawing its promotion policy.

Factor # 4. Financial Considerations:

Financial resources of the firm may have serious constraint in deciding the promotion policy. A firm, not having sufficient financial strength, cannot use a strategy involving a heavy expenditure. As against this, a firm having a good financial background may use any method which may prove useful to the firm.

For example, most firms from developing countries like India do not rely more on advertising because it is expensive. They prefer direct mailing to customers in foreign countries or to participate in fairs and exhibitions. These firms, at times resort to consortia advertisements, in foreign markets.

Such advertisements are often placed by the Commodity Boards or the Export Promotion Councils. But firms having large financial resources, on the other hand, prefer to use advertising and other sales promotion methods to promote their products in world markets. Thus, financial resources of a firm put a limit on the promotion policy and promo tools of the firm.

Factor # 5. Environmental Constraints:

Finally, the firm should evaluate the environmental factors like the level of economic development of a country, the disposable income of the people, consumer’s preferences and attitudes towards advertising and sales presentation, competitor’s promotion strategies and the legal requirements in a given foreign market.

Broadly, a firm should assess the cultural and legal side of the environment and the competitor’s strategies followed in that market:

(i) Cultural Environment:

The culture of the people in a given market influences their attitudes towards the promotion programme of a company. If people believe that the advertisement is nothing but a bundle of lie, the Promotor should avoid this tool. People in some country are against foreign goods because they violate their cultural traditions; the firm would have to adopt a promotion programme which would remove this bias.

The marketer should make endeavour to educate the people on the benefits which would accrue to them through the product use over their traditional products. The better way in such cases may be to localise the product. The marketer may sell the product to the agents or distributors in the foreign markets and they may sell it under their brand names in the manner most suitable to the country’s culture.

Attitude of the people towards their traditions or the image of a particular product cannot be changed overnight. The people are to be educated to benefits of the product and it is a long-drawn programme. This strategy is beneficial only if the marketer develops a market on long-term basis and has sufficient funds to invest in such long term programmes.

(ii) Legal Constraints:

The legal requirements as regards promotion techniques must also be fulfilled by a marketer. Legal system in a target foreign market may be different from that of the domestic country which may seriously affect the promotion decision of the firm. The international marketer must have a clear understanding of such requirements before going for a particular promotion strategy or drawing up a promotion programme. Although these legislations vary from country to country, one may observe that there are certain common restrictions in varying degree in almost all countries.

These are:

(a) There are specific prohibitions on advertisements on certain products like wine, cigarettes and tobacco, and certain types of drugs etc. Most countries require that Cigarette Company must warn their consumers against the injurious effects of smoking hence it is statutorily compulsory to print ‘smoking is injurious to health’ on all packs and advertisements.

(b) Certain words or expressions that may be mis-interpreted by consumer or may deceive them are prohibited to use.

(d) There are legislations which prohibit the promoter to make tall claims about their products. In countries where such legislations do not exists the trade has developed its own code of advertising which acts as a self-disciplinary system of control.

(e) In certain countries, requirements on packaging such as – inscribing the name, address, weight and contents of the inside product, should be strictly observed.

The above legal requirements and there may be certain others which may be peculiar to the target market, must be observed by an international marketer before designing a promotion policy for the market. Any carelessness to such provisions may cause harassment to the marketer.

(iii) Competitors’ Promotional Strategy:

In designing its promotion policy or strategy for the target market, a firm should not ignore the promotion strategies, policies, programmes and promo tools undertaken by the competitors in the market. The firm should study them and then decide on the promotion policy which is better or if not better, it should at least the similar to competitors’ policy. This, however, depends very much on the company’s resources, culture and attitude of the people, etc.

Thus, the international marketer must consider the above factors into consideration before jumping to any promotion policy. He must not base promotion decision on his hunches or intuition. He should not do what others are doing. He must study and evaluate all the factors relevant to reach a decision for the promotion of his product in the target market.

What is Promotion – Top 5 Methods of Product Promotion

The promotion mix is the combination of promotion methods that a firm uses to increase acceptance of its products.

The five methods of promotion are:

1. Advertising

2. Personal selling

3. Sales promotion

4. Publicity

4. Public relations

Some firms use one of these promotion methods to promote their products, while other firms use two or more. The optimal promotion mix for promoting the product depends on the characteristics of the target market.

Each of the four promotion methods is discussed in detail below:

Method # 1. Advertising:

Advertising is a non-personal sales presentation communicated through media or non-media forms to influence a large number of consumers. It is a common method for promoting products and services. Although advertising is generally more expensive than other methods, it can reach many consumers.

Large firms commonly use advertising agencies to develop their promotion strategies for them. Many firms such as Anheuser-Busch, General Motors, and ExxonMobil spend more than $100 million per year on advertising. Procter & Gamble spends more than $3 billion a year on advertising.

Although advertising can be expensive, it can increase a product’s market share. One reason for Frito- Lay’s increase in market share over time is its heavy use of advertising. Frito-Lay typically spends more than $50 million a year on advertising.

Reasons for Advertising:

Advertising is normally intended to enhance the image of a specific brand, institution, or industry. The most common reason is to enhance the image of a specific brand. Brand advertising is a non-personal sales presentation about a specific brand. Some brands are advertised to inform consumers about changes in the product.

GNC (General Nutrition Centers) spends more than $80 million per year on brand advertising. The Gap and The Coca-Cola Company also spend heavily on brand advertising. Amazon(dot)com uses extensive brand advertising on its own website.

Common strategies used to advertise a specific brand are comparative advertising and reminder advertising. Comparative advertising is intended to persuade customers to purchase a specific product by demonstrating a brand’s superiority by comparison with other competing brands.

Some soft drink makers use taste tests to demonstrate the superiority of their respective soft drinks. Volvo advertises its superior safety features, while Saturn advertises that its price is lower than that of its competitors and that its quality is superior.

Reminder advertising is intended to remind consumers of a product’s existence. It is commonly used for products that have already proved successful and are at the maturity stage of their life cycle. This type of advertising is frequently used for grocery products such as cereal, peanut butter, and dog food.

A second reason for advertising is to enhance the image of a specific institution. Institutional advertising is a non-personal sales presentation about a specific institution. For example, firms such as IBM and ExxonMobil sometimes advertise to enhance their overall image, without focusing on a particular product they produce. Utility companies also advertise to enhance their image.

A third reason for advertising is to enhance the image of a specific industry. Industry advertising is a non-personal sales presentation about a specific industry. Industry associations advertise their respective products (such as orange juice, milk, or beef) to increase demand for these products.

The important features of advertising are identified as follows:

a. A service paid for- Advertising, unlike publicity, is a service that is paid for by the advertiser. It is a paid form of communication. It ceases to qualify as advertising if its cost is paid for by anyone other than the organisation whose product or service is being advertised.

b. Impersonal presentation- It is a form of non-personal presentation directed at a wide audience rather than a particular individual. The advertiser and the consumer do not come into contact with each other.

c. Identified sponsor or advertiser- The sponsor or the company who is being provided the service gets always identifiable due to the impact of advertising. If it cannot be identified, the activity ceases to qualify as advertising. In that case, it can be termed as propaganda or publicity only.

d. Promotes ideas, goods and services- The scope of advertising is wide in the sense that it promotes not only tangible goods, but also company services and ideas.

e. Informative and persuasive- An important feature of advertising is that not only it informs consumers about the products, services as well as their benefits, utility; it also serves to persuade potential consumer to buy these products and services. It stimulates human desires, thereby generating the demand for the product.

Objectives of Advertising:

There can be many objectives of advertising by a company.

Some of the major objectives are given below:

a. To create demand- The basic objective of advertising is to attract potential customers and motivate them to buy the products.

b. To ensure loyalty of customers- By focusing the company’s commitment to quality through advertising, the company makes certain that its existing customers do not shift their preference to other brands.

c. Introduce new product- Another objective of advertising is to keep the buyer informed about the new products and services introduced in the market. It is through advertising that customers are informed about the utility, quality, features, benefits and price of the new products.

d. To create and maintain image and goodwill- Constant and regular advertising builds a good impression, goodwill and positive image of the producer. When a brand has a good image in the market, it enjoys a prosperous business. This also creates the right marketing environment to introduce new products with ease.

e. To educate customers- Advertising seeks to educate customers regarding the proper usage of the product so as to provide maximum utility and prevent any loss, physical or otherwise, to the customer.

Method # 2. Personal Selling:

Personal selling is a personal sales presentation used to influence one or more consumers. It requires a personal effort to influence a consumer’s demand for a product. Salespeople conduct personal selling on a retail basis, on an industrial basis, and on an individual basis.

The sales effort on a retail basis is usually less challenging because it is addressed mostly to consumers who have already entered the store with plans to purchase. Many salespeople in retail stores do not earn a commission and thus may be less motivated to make a sale than other salespeople.

Selling on an industrial basis involves selling supplies or products to companies. Salespeople this capacity are normally paid a salary plus commission. The volume of industrial sales achieved by a salesperson is highly influenced by that person’s promotional efforts.

Selling on an individual basis involves selling directly to individual consumers. Some insurance salespeople and financial planners fit this description. Their task is especially challenging if they do not represent a well-known firm, because they must prove their credibility.

Features of Personal Selling:

Personal selling can be better understood by the following features:

a. It is a promotional method using skills and techniques for persuasion and building relationships with potential and actual consumers.

b. Personal selling is through face-to-face meetings and contact with customers.

c. It uses a personalised approach that is tailored to meet the individualised needs of the customer.

d. It utilises aggressive sales techniques.

e. It is a multi-stage process starting with prospecting and ending with selling. This result in consumer satisfaction.

f. The salesperson who successfully performs the job of personal selling is rewarded with financial incentives.

g. The consumer is rewarded with benefits of consuming the product purchased.

Objectives of Personal Selling:

Some important objectives of personal selling are as listed below:

a. Reinforcing the brand- Most personal selling is intended to build long-term relationships with the customer. A strong relationship can only be built over time. Meeting with the customer on a regular basis allows the sales staff to repeatedly hold a discussion on their company products and brand promotion.

b. Building relationship- Personal selling intends to build up an on going and long term relationship with the customer. The process does not end with the sales.

c. Creating interest- Personal selling involves person-to-person communication. It seeks to create greater interest in the product. It also encourages the spread of product awareness by sales professionals.

d. Stimulating demand- The most important objective of personal selling is to convince the customer to make a purchase.

Salespeople who sell on an industrial or individual basis generally perform the following steps:

(i) Identify the target market.

(ii) Contact potential customers.

(iii) Make the sales presentation.

(iv) Answer questions.

(v) Close the sale.

(vi) Follow up.

(i) Identify the Target Market:

An efficient salesperson first determines the type of consumers interested in the product. In this way, less time is wasted on consumers who will not purchase the product, regardless of the sales effort. If previous sales have been made, the previous customers may be an obvious starting point.

Industrial salespeople can identify their target market by using library references and the Yellow Pages of a phone book. If they sell safety equipment, they will call almost any manufacturer in their area. If they sell printing presses, their market will be much more limited.

Individual salespeople have more difficulty identifying their market because they are unable to obtain information on each household. Thus, they may send a brochure to the “resident” at each address, asking the recipient to call if interested. The target market initially includes all households but is then reduced to those consumers who call back. Specific subdivisions of households that fit the income profile of typical consumers may be targeted.

(ii) Contact Potential Customers:

Once potential customers are identified, they should be contacted by phone, e-mail, direct mail, or in person and provided with a brief summary of what the firm can offer them. Interested customers will make an appointment to meet with salespeople. Ideally, the salespeople should schedule appointments so that their time is used efficiently.

For example, an industrial salesperson working the state of Florida should not make appointments in Jacksonville (northeast Florida), Miami (southeast), and Pensacola (northwest) within the same week.

Half the week would be devoted to travel alone. The most logical approach is to fill the appointment schedule within a specific area. Individual salespeople should also attempt to schedule appointments on a specific day when they are near the same area.

(iii) Make the Sales Presentation:

A sales presentation can range from demonstrating how a printing press is used to explaining the benefits of an insurance policy. Industrial salespeople usually bring equipment with them.

They also provide free samples of some products to companies. The sales presentation generally describes the use of each product, the price, and the advantages over competing products. The presentation should focus on how a particular product satisfies customer needs.

(iv) Answer Questions:

Potential customers normally raise questions during the course of the sales presentation. Salespeople should anticipate common questions and prepare responses to them.

(v) Close the Sale:

Most salespeople prefer to make (or “close”) a sale right after the sales presentation, while the product’s advantages are still in the minds of potential customers. For this reason, they may offer some incentive to purchase immediately, such as a discounted price.

(vi) Follow Up:

A key to long-term selling success is the attention given to purchasers after the sale is made. This effort increases the credibility of salespeople and encourages existing customers to call again when they need additional products. Salespeople should also follow up on potential customers who did not purchase the product after a sales presentation.

These potential customers may experience budget changes and become more interested in purchasing the product over time. E-mail facilitates the follow-up communication between the purchasers and the salespeople.

(vii) Managing Salespeople:

A common goal of many sales representatives is to become a sales manager and manage a group of sales representatives. For example, a company with 40 sales representatives around the country may split the geographic markets into four regions. Each region would have 10 sales representatives who are monitored by a sales manager.

Sales managers require some of the same skills as sales representatives. They need to have knowledge of the product and the competition. In addition, they must be able to motivate their representatives to sell. They must also be able to resolve customer complaints on the service provided by representatives and reprimand representatives when necessary.

Some people are better suited to selling than managing salespeople. There is a distinct difference between motivating consumers to purchase a product and motivating employees to sell a product.

Since sales managers do not perform the daily tasks of selling the product, they can concentrate on special projects, such as servicing a major customer’s massive order of products. They should evaluate the long-term prospects of the product and consider possible plans for expanding the geographic market. Information from their sales representatives may help their assessments.

Method # 3. Sales Promotion:

Sales promotion is the set of activities that is intended to influence consumers. It can be an effective means of encouraging consumers to purchase a specific product.

Features of Sales Promotion:

Sales promotion has the following major features which are listed below:

a. Supports Advertising and Personal Selling – Sales promotion supports advertising and personal selling. It acts as a connecting link between the two. Companies follow up advertising campaigns with sales promotion campaigns. Sales promotion gives strength and support to personal selling. The price inducements given during sales promotion help the sales force to generate sales.

b. Stimulates Sales – A unique sales promotion feature is that it stimulates sales at the point of sale, i.e., where the sale actually takes place. It appeals to the consumers, through price discounts, or other inducements, when they are in the process of buying, and induces them either to buy in larger quantity or in terms of other promoted products of the same brand. Both ways it brings in more sales revenue for the producer.

c. Acts as a Marketing Tool – Sales promotion acts as a very effective marketing tool, highlighting the qualities and unique selling points that serve as powerful magnets to draw the consumers’ attention to the product. Packaging, pricing and consumer satisfaction as a result of usage of the product are highlighted by an effective sales promotion campaign.

d. Stimulates Dealer Effectiveness – Dealers are positively affected and are more supportive of brands that are frequently supported by well-organised sales promotion campaigns. The reason is that sales promotion helps the dealers in popularising brands and they are able to attain company sales targets. It assists them in getting larger trade discounts and other incentives thus increasing their operating profit.

Objectives of Sales Promotion:

The main objectives of sales promotion are identified below:

a. Product Differentiation – Use of sales promotion techniques helps to differentiate one brand from other competing brands especially where all products offer essentially the same features and benefits. A common sales promotion method is to offer products at a slightly reduced price for a short period of time.

b. Attract Customers and Push up Sales – Sales promotion is used to attract customers during periods of low sales. This helps in drawing the customer attention to that product and also helps to support sales.

c. New Product Introduction – Sales promotion is used to introduce a new product into the market. By offering a new item and promoting its sale, the marketer persuades the existing customers to give the new product a try, while it also attracting new and potential customers.

d. Phasing Out a Product – Sales promotion is extensively used to sell out remaining stock of old products or brands that the company intends to phase out of its portfolio.

e. Increase Off-Season Sales – Business organisations encourage the purchase of their products during off-season through sales promotion. That is why they offer discounts and off-season price reductions of many products in the market during period of slack sales. Products like air-coolers, fans, refrigerators, air-conditioners, and room heaters have seasonal demand. Business organisations focus to maintain a stable demand of these seasonal products throughout the year.

The following are the most common sales promotion strategies:

(i) Rebates

(ii) Coupons

(iii) Sampling

(iv) Displays

(v) Premiums

(i) Rebates:

A rebate is a potential refund by the manufacturer to the consumer. When manufacturers desire to increase product demand, they may offer rebates rather than lowering the price charged to the retail store. Lowering the price to the retail store does not guarantee that the store will pass on the discount.

Thus, this strategy could result in lower profit per unit without increasing demand. A rebate ensures that consumers receive the manufacturer’s discount. Automobile manufacturers frequently offer rebates of $500 or more.

(ii) Coupons:

Coupons are used in newspapers, magazines, and ads to encourage the purchase of a product. They are also commonly packaged with a product so that consumers can use the coupon only if they purchase this same product again. Coupons used in this way can encourage consumers to repeatedly purchase the same brand. Consequently, consumers may become loyal to that brand.

Some coupons are not available until consumers make repeated purchases. For example, airlines offer free flights to frequent fliers, and some hotels offer a free night’s stay to frequent customers.

Promoting with coupons may be inefficient for some firms. General Mills had historically used coupons to promote its cereals. However, after learning from marketing research that 98 percent of all cereal coupons are not used, it decided to cut back on this promotion strategy. It reduced annual spending on some promotions by $175 million and focused on improving its product.

(iii) Sampling:

Sampling involves offering free samples to encourage consumers to try a new brand or product. The intent is to lure customers away from competing products. For example, Clinique samples are available in cosmetics departments of retail stores. Food samples are offered in grocery stores. Manufacturing firms also provide samples so that consumers can try out equipment. Samples are even sent through direct mail.

Samples are most commonly used to introduce new products. Firms recognize that once customers become accustomed to a particular brand, they tend to stick with that brand. Thus, the free sample is intended to achieve brand loyalty, or the loyalty of consumers to a specific brand over time.

Sampling of Services- Sampling is used for services as well as products. For example, in 1999 America Online (AOL) provided a limited amount of free online time to potential customers. This strategy allowed customers to experience the service that AOL provides and resulted in a large number of subscriptions to AOL’s online service. Subsequently, AOL merged with media giant Time Warner.

(iv) Displays:

Many stores create special displays to promote particular products. The displays are used to attract consumers who are in the store for other reasons. Products are more likely to get attention if they are located at a point of purchase, such as by the cash registers where consumers are waiting in line.

Because there is limited room for displays, companies that want retail stores to display their products are typically willing to set up the display themselves. They may even offer a reduced price to retail stores that allow a display.

(v) Premiums:

A premium is a gift or prize provided free to consumers who purchase a specific product. For example, Sports Illustrated magazine may offer a free sports DVD to new subscribers. A boat manufacturer may offer a free fishing rod to anyone who purchases its boats. Premiums offer an extra incentive to purchase products.

Method # 4. Publicity:

It is the non-personal stimulation of demand brought about by the positive coverage received by a product or brand. Issue of press releases, getting an honorable mention in the media, doing charitable activities for social good, taking up charitable causes, giving donations, etc. are all forms of public exercises. These are all designed with the objective of getting publicity for the organisation and its products and services.

Features of Publicity:

Some basic features of publicity are defined as under:

a. Third party involvement – Publicity requires third part involvement for spreading information and messages about goods or services of a firm. This third party involvement becomes necessary for the promotion of business firm and its products. It imparts an element of authenticity.

b. Publicity is free – No fee or charge is needed to be paid to the third party for the publicity of information about goods or services or the firm. The business firm does not incur any expense for the publicity materials communicated to the general public through mass media by the third party.

c. Wide and quick dissemination of information – Information about the business firm and its products is communicated to a very large number of viewers and readers by the flow of news and publicity both in print and electronic form in a very short span of time.

d. Free advertising – Positive publicity serves as free advertising for the business firm.

Objectives of Publicity:

Major objectives of publicity are listed below:

a. Building Product Awareness – The first objective of publicity is to generate consumer attention and awareness through media placements and special events. This results in increasing hype specially when a new product or service is being introduced by a company.

b. Stimulating Demand – A positive news report in a newspaper, a TV news show or a favourable mention on the internet often results in significant rise in product sales. The objective of publicity is to ensure constant positive coverage and thus gain through every increase in sales.

c. Creating Interest – Creating interest among the masses in the company’s product or service is another objective of publicity. It is the first stage towards creating a customer base for the company.

d. Providing Information – Publicity provides customer with detailed information about products and services. Publicity and information dissemination is done through newspaper articles, collateral materials, company newsletters and websites. It helps the customer gain an in-depth understanding of the product.

e. Reinforcing the Brand – Publicity is a way of building brand awareness by maintaining positive relationships with key audiences, thereby aiding in building a strong brand image. A strong image helps the company build its business which can prove helpful in times of crisis.

Method # 5. Public Relations:

The term public relations refers to actions taken with the goal of creating or maintaining a favorable public image. Firms attempt to develop good public relations by communicating to the general public, including prospective customers. Public relations can be used to enhance the image of a product or of the firm itself.

It may also be used to clarify information in response to adverse publicity. Many firms have a public relations department that provides information about the firm and its products to the public. Public relations departments typically use the media to relay their information to the public.

Firm commonly attempt to be very accessible to the media because they may receive media coverage at no charge. When employees of a firm are quoted by the media, the firm’s name is mentioned across large audience. Some banks assign employees to provide economic forecasts because the media will mention the bank’s name when reporting the forecast.

Some public relations are not planned but results from a response to circumstances. For example, during the tragedy of September 11, Home Depot offered its support and was recognized by the media for its efforts.

The following are the most common types of public relations strategies:

(i) Special events

(ii) News releases

(iii) Press conferences

(i) Special Events:

Some firms sponsor a special event such as a race. Anheuser-Busch (producer of Budweiser) supports many marathons and festivals where it promotes its name. 7UP promotes local marathons and has even printed the marathon logo and running figures on 7UP cans, which may attract consumers who run or exercise.

(ii) News Releases:

A news release is a brief written announcement about a firm provided by that firm to the media It enables the firm to update the public about its products or operations. It may also be used to clarify information in response to false rumors that could adversely affect the firm’s reputation. The news release may include the name and phone number of an employee who can provide more details if desired by the media.

There is no charge for providing a news release, but the firm incurs an indirect cost for hiring employees to promote news releases. Also, there is no guarantee that a news release will be publicized by the media.

(iii) Press Conferences:

A press conference is an oral announcement about a firm provided by that firm to the media. Like a news release, a press conference may be intended to enhance the firm’s image or to eliminate any adverse effects caused by false rumors.

A press conference is more personal than a news release because an employee of the firm makes the announcement directly to the media and may even be willing to answer questions from the media. There is no charge for organizing a press conference, but there is an indirect cost of hiring employees to perform the necessary tasks.

What is Promotion – Difference between Push Strategy and Pull Strategy of Promotion

Push Strategy:

(i) This involves taking the product directly to the customer via whatever means to ensure that the customer is aware of a brand at the point of purchase. It actually creates the demand for that particular product. It is useful when there is low brand loyalty for a general product category.

(ii) Push strategy emphasizes personal selling. Firms are adopting this method for their sales promotions.

(iii) Push strategy requires extensive use of sales force and trade promotion to push product through the channels.

Pull Strategy:

(i) The manufacturer uses advertising promotion and other ways to persuade customers to demand the product from the intermediaries. The consumer will ask the retailers, retailers will demand from the wholesalers and the wholesalers will ultimately approach the producers.

(ii) Pull strategy is the one in which mass impersonal sales efforts are given the greatest emphasis. The purpose of the pull strategy is to pre-sell to the final consumers so that they demand the product at the retail level of distribution. These efforts will pull the customer towards the manufacturer.

(iii) Pull strategy requires considerable expenditure on advertising and sales promotion to build up the consumer demand.

What is Promotion – Promotion Budget: Meaning, Process, Types

A promotional budget is a specified amount of money set aside to promote the products or beliefs of a business or organization. Promotional budgets are created to anticipate the essential costs associated with growing a business or maintaining a brand name. The budget is often set according to a percentage of sales or profits in order to maintain an expected growth rate.

The advertising and marketing of a business tough time to predict, i.e., why a percentage method might be used. A promotional budget could be increased in anticipation of new product lines are set to be released in the near future. High promotional budgets can reduce profits during the period such assets are expended. Companies may allow for such higher costs based on an assumption that sales or awareness will increase among customers.

How Promotional Budgets are Spent?

Promotional budgets usually include money put towards advertising across mediums such as radio, television, Internet and print. A company’s promotional budget can include expenses for email campaigns, social media outreach and outdoor signage. The promotional budget might also go towards hiring outside experts and consultants, who develop the campaigns and place ads in appropriate media and locations. This can include contracting marketing intelligence firms to interpret data that shows how dollars spent on marketing translate into new or recurring business for the company.

The decision-making process at organizations continues to evolve when it comes to allocating funds for promotional budgets. Budgeting strategies change as public attention continues to shift away from older, traditional mediums such as print to focus more on digital, online and mobile media.

While the overall size of a company’s promotional budget might not have changed, the way the money is divided up may have. For instance, money previously dedicated to advertising through television might now include campaigns that reach people on the smartphones.

The shifts that occur with promotional budget trends can have a direct effect on media industries that rely on those proceeds. A reduction in advertising dollars for newspapers and other print media, as companies directed those assets instead to digital media and other outlets, contributed to a decline in the newspaper and magazine industries.

Companies regularly measure the return on investment from their promotional budgets. The results often have a significant impact on where companies continue to put their funds. For example, a company will likely change its strategy if a billboard campaign fails to attract attention at the same time social media marketing messages increase sales. In many cases, the promotional budget at the company will be adjusted to favour more investment in social media.

Types of Promotion Budget:

1. Affordable Method:

Many companies employ the affordable method for determining the promotion budget. The promotion budget is set in a manner which the company can afford. This method is a subjective assessment, as it pays little attention to the long-term promotional needs of a service. This method does not consider the role of promotion in sales volume. Employment of affordable method very often results in an uncertain annual budget, making the long-range planning difficult.

2. Percentage of Sales Method:

Under this method, promotion expenditure is determined as a percentage of sales.

The advantages of percentage of sales method are:

First, expenditure on advertising is closely related to the sales. So, the company can easily afford to spend a specified percentage of sale on promotion.

Second, this method facilitates an analysis of the relationship among promotion cost and selling price per unit. Third, this method ensures stability when competitors are also spending the same percentage of sales on promotion.

3. Competitive-Parity Method:

Under this method, advertising expenditure of the firm is equal to the amount spent by competitors. This method follows the policy of the competitors in respect of promotion budget. It is based on the assumption that competitor’s expenditure represents the prudence of the industry.

Since the promotion budget of one firm is in parity with the competitor, promotion war is avoided. However, this method has certain limitations. There is no assurance that competitors’ promotion budget represents collective wisdom of the industry. Companies vary in reputation, resources, objectives and opportunities. So, the promotion budget appropriate to one firm may not be appropriate to the other.

4. Objective and Task Method:

Under this method, marketers determine promotion budget by defining specific objectives, determining tasks to be performed to accomplish the objectives and estimating the cost of performing these tasks. This method is rational as it sets the promotion budget at a cost which is required to realize the objective of the company.

What is Promotion – Control Process in Promotion (With Principles)

Human beings have an inherent dislike for ‘control’ is a quote with which, the meaning of the word control begins, yet there is a need for control in every sphere of life.

Control cannot be viewed as a post mortem activity as once the event is over, no correction is possible. Therefore the best course of action is to combine planning and control together and following the three important principles of effective control –

i. Pre-control

ii. Current-control

iii. Post-control

For making the control process efficient in promotion it will be imperative for the marketer to do a complete micro analysis of the promotion plan by following ‘PERT/CPM’ ,as the case maybe ,and then carry out the monitoring process simultaneously which will enable the marketer to take right steps if anything appear to be moving in the wrong direction.

Most of the success is achieved with the pre-control and current-control techniques, but once the entire promotion is completed, a complete review should be done, to enable the company to avoid repetition of same mistakes.

For this the following three principles of planning are followed:

i. Principle of limiting factor

ii. Principle of navigational change

iii. Principle of timing

By following above stated principles, a company can achieve full success in its endeavour. Promotion, planning and control process are inter linked and effectiveness depends on efficiency of each process, healthy well-fed girl.

PERT – programme evaluation and review technique

CPM – critical path method

What is Promotion – Role of Communication Process in Promotion (With Dimensions)

The word communication has been derived from Latin word communicare, which means in English “to share”.

There are two types of communications, namely non-verbal and verbal communication.

These have been explained briefly below:

1. Non-Verbal Communication:

Non-verbal communication describes the process of conveying meaning in the form of non- word messages. Examples of nonverbal communication gestures, body language, facial expression, eye contact, and how one dresses. Speech also contains nonverbal elements known as paralanguage, e.g., rhythm, intonation, tempo, and stress. Research has shown that up to 55% of human communication may occur through nonverbal facial expressions, and a further 38% through paralanguage.

2. Verbal Communication:

Effective verbal or spoken communication is dependent on a number of factors such as words and, listening skills and clarification. Human language can be defined as a system of symbols and the grammars by which the symbols are manipulated. Communication plays a very significant role in promotion of a product.

It is a fact that nothing can succeed without communication. Particularly, in case of promotion, it is a message which must reach the masses for creating awareness; therefore, communication has to be very effective.

Communication in promotion has five dimensions, namely:

i. Message,

ii. Channels,

iii. Level of recipients,

iv. Objectives, and

v. Measures.

These have been explained briefly below:

i. Message – success of promotion is dependent on the appropriateness of the message, Chosen for this purpose.

Message here can be of following types:

a. Physical – a physical message is the product itself, for example, while promoting a new model of a car, facility of test drive is provided to the customer for the first-hand experience.

b. Verbal – this includes advertisements on the desired medium in the form of a jingle, a catchy tag-line etc.

c. Audio – these are meant for a mass reach, therefore, medium such as radio, loud speakers etc. are used for promoting the product.

d. Visual – visual message is a message that can be seen with eyes, such as the hoardings, billboards etc.

ii. Channels – next significant dimension is the channel which is selected for the purpose of promotion. Channel are innumerable such as Voice, Print, Busses, Mail, post, SMS, what’s app etc.

iii. Level of Recipient – it is very important to carry out a research on the type of target audience the company is aiming to reach. Therefore, the customer’s interests, educational background, IQ, level of knowledge & Capability must be kept in mind before deciding on a promotion strategy

iv. Objective – it is equally important to keep the main objective in mind while promoting the product. It is necessary that the objective and the actual promotion must be in sync for best results

v. Measure – measure as a dimension relates to the Feedback obtained from the customers after the promotion and then evaluating the Results with the targeted result.

What is Promotion – Benefits and Limitations of Promotion

Product promotion is one of the techniques that are used to promote services or goods with the short term and long term goals of increasing the sales. There are many companies which use various types of techniques to promote their products and services. The main factor for the growth of any type of business is product promotions. These days, it is difficult to imagine any business without promotion. It is very helpful for the entrepreneur to expand the business in various forms.

The promotion of the product attracts the customer to avail the benefits of the product as well as services. Therefore, for a small or big business, product promotion is very important for achieving success.

Following are some of the benefits of promotion:

1. It is helps to increase the customer base as well as increases sales of the products.

2. Product promotion creates a long-lasting impression on customers mind.

3. It is simple for the Company to promote business through corporate gifts.

4. Free samples can be used as a promotional product. These are greatly helpful in creating demand for the new product in particular.

5. Promotional products are not only useful for customers but also offer incentives for the employees and boost their morale.

6. Promotion helps in allowing the organization to penetrate the market.

7. It helps in sustaining the existing market.

8. Promotion keeps the product alive in the memory of the consumer.

9. It also helps in creating and expanding the market.

10. It is Helpful in the wider exposure of new services or products.

i. Positive product attitude – Sales promotion stimulates the positive attitude about the product in the minds of customers.

ii. Incentive to purchase – Promotion provides incentives to the customers to buy the product.

iii. Induces immediate action – Effective promotional activities induce immediate action on the part of the customers.

iv. Flexibility – Promotion itself is a very flexible technique and therefore can be used at any stage to achieve any sales related objective.

v. Overcome competition – Promotional activities enable a company to overcome competition.

Limitations of Promotion:

i. Temporary nature – The effect of promotion is very temporary. Therefore one has to keep repeating the promotional activities.

ii. Only a supplementary activity – Promotion as a stand-alone activity is not effective. Therefore it has to be done with other activities.

iii. Highly perishable – The effect of a particular promotional activity is very perishable.

iv. Clutter – Too much of promotional activities result in clutter and cause confusion in the minds of customers.

v. Expensive – All promotion activities require huge amounts of expenses.

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Источник

English[edit]

Etymology[edit]

Late Middle English, from Old French promocion, from Late Latin promotio, from Latin promoveo (“I move forward”).

Pronunciation[edit]

(General American) IPA^(key): /pɹəˈmoʊʃən/
(Received Pronunciation) IPA^(key): /pɹəˈməʊʃən/
Rhymes: -əʊʃən
Hyphenation: pro‧mo‧tion

Noun[edit]

promotion (countable and uncountable, plural promotions)

An advancement in rank or position.

I’ll have to give myself a promotion!

Antonym: demotion
Dissemination of information in order to increase its popularity.

the promotion of the idea of global warming in schools
(marketing) An event intended to increase the reach or image of a product or brand.

The price cut is serving as a promotion of the manufacturer’s new beverage varieties.
(chess) Transformation of a pawn into a piece (by reaching the opponent’s back rank).

Hyponym: underpromotion
(zoology, chiefly entomology) Forward motion. (Contrast remotion.)
- 1995, Cladocera as Model Organisms in Biology, →ISBN, page 63:
  
  By simple promotion and remotion, assisted by some flexure and extension, the distal spines of each would reach and scratch the substratum and, on remotion, sweep coarse particles posteriorly and dorsally.
- 2008, John L. Capinera, Encyclopedia of Entomology, volume 4, →ISBN, page 3326:
  
  In other arthropods, promotion-remotion of the leg is accomplished at other joints. For example, in spiders promotion-remotion occurs at the coxa-trochanter joint, insects utilize the body-coxa joint, and […]

Derived terms[edit]

promotional

[edit]

Translations[edit]

advancement in position

Arabic: تَرْقِيَة‎‎ f (tarqiya), تَرْفِيع‎ m (tarfīʕ)
Azerbaijani: irəliləyiş
Belarusian: павышэ́нне n (pavyšénnje)
Bulgarian: повише́ние (bg) n (povišénie)
Chinese:

Mandarin: 提升 (zh) (tíshēng), 升官 (zh) (shēngguān)
Czech: povýšení n
Danish: forfremmelse c, (sport) oprykning c
Dutch: promotie (nl) f, bevordering (nl) f
Finnish: ylennys (fi)
French: promotion (fr) f
Georgian: დაწინაურება (dac̣inaureba)
German: Beförderung (de) f, Aufstieg (de) m, Höherversetzung f
Greek: προαγωγή (el) f (proagogí)
Hindi: पदोन्नति f (padonnati), तरक़्क़ी f (taraqqī)
Hungarian: előléptetés (hu)
Indonesian: kenaikan pangkat (id)
Irish: ardú céime m, ardú m
Italian: promozione (it), miglioramento (it) m, progresso (it) m
Japanese: 昇進 (ja) (しょうしん, shōshin), 進級 (ja) (しんきゅう, shinkyū)
Korean: 승진(昇進) (ko) (seungjin), 진급(進級) (ko) (jin’geup)
Macedonian: унапредување n (unapreduvanje)
Malay: kenaikan pangkat
Marathi: बढती f (baḍhtī)
Nepali: पदोन्नति (padonnati)
Norwegian:

Bokmål: forfremmelse m
Polish: awans (pl) m
Portuguese: promoção (pt) f
Romanian: promovare (ro) f, avansare (ro) f
Russian: продвиже́ние (ru) n (prodvižénije) (по службе), повыше́ние (ru) n (povyšénije) (в должности, в звании)
Scottish Gaelic: àrdachadh m
Slovak: povýšenie n
Slovene: povišanje n
Spanish: ascenso (es), promoción (es) f
Swedish: befordran (sv) c
Telugu: పదోన్నతి (padōnnati)
Thai: การเลื่อนตำแหน่ง
Turkish: terfi (tr)
Ukrainian: просува́ння n (prosuvánnja), підви́щення n (pidvýščennja)

dissemination of positive information

Arabic: تَرْوِيج‎‎ m (tarwīj)
Azerbaijani: irəliləyiş
Belarusian: пасо́ўванне n (pasóŭvannje), рэкла́ма f (rekláma)
Bulgarian: рекла́ма (bg) f (rekláma), промо́ция f (promócija)
Chinese:

Mandarin: 推廣／推广 (zh) (tuīguǎng), 廣告／广告 (zh) (guǎnggào), 宣傳／宣传 (zh) (xuānchuán), 促銷／促销 (zh) (cùxiāo)
Czech: propagace f, reklama (cs) f
Danish: reklame (da) c, støtte c
Dutch: promotie (nl) f
Finnish: promootio (fi), promo (fi)
French: promotion (fr) f
German: Förderung (de) f, Werbung (de) f, Bewerbung (de) f
Hindi: प्रचार (hi) m (pracār), बढ़ावा m (baṛhāvā)
Hungarian: promóció
Indonesian: promosi (id)
Italian: propaganda (it), pubblicità (it)
Japanese: プロモーション (ja) (puromōshon), 宣伝 (ja) (せんでん, senden)
Korean: 판촉(販促) (ko) (panchok), 프로모션 (peuromosyeon)
Macedonian: промо́ција f (promócija), рекла́ма f (rekláma)
Malay: promosi
Marathi: जाहिरात f (jāhirāt)
Persian: ترویج‎ (fa) (tarvij)
Polish: promocja (pl) f
Portuguese: promoção (pt) f, publicidade (pt) f
Romanian: promoțiune f
Russian: продвиже́ние (ru) n (prodvižénije), реклами́рование (ru) n (reklamírovanije), промо́ушен (ru) m (promóušen) (neologism), рекла́ма (ru) f (rekláma), стимули́рование (ru) n (stimulírovanije) (сбыта, продаж)
Serbo-Croatian:

Cyrillic: про̀мо̄ција f

Roman: pròmōcija (sh) f
Slovak: podpora f, propagácia f, reklama f
Slovene: promocija f
Spanish: promoción (es) f, divulgación (es) f, propagación (es) f
Turkish: promosyon (tr)
Ukrainian: просува́ння n (prosuvánnja), рекла́ма (uk) f (rekláma)

event intended to increase the reach or image of a product or brand

(chess) transformation of a pawn

French[edit]

Alternative forms[edit]

promo (advertising; discount; year group)

Etymology[edit]

Borrowed from Latin prōmōtiō, from prōmoveō (whence French promouvoir).

Pronunciation[edit]

IPA^(key): /pʁɔ.mɔ.sjɔ̃/

Noun[edit]

promotion f (plural promotions)

promotion (career advancement)
promotion, advertising

Ils seront là demain pour faire la promotion de leur dernier album.

(please add an English translation of this usage example)
special offer, discount, special, sale

Les pantalons sont en promotion, profitez-en !

(please add an English translation of this usage example)

Synonym: promo
school year, year group

Je fais partie de la promotion 2010–2011, et toi ?

(please add an English translation of this usage example)

Synonym: promo

Derived terms[edit]

promotion canapé
promotionnel

Descendants[edit]

→ Dutch: promotie
- → Indonesian: promosi
→ Turkish: promosyon

См. также в других словарях:

promotion — [ prɔmosjɔ̃ ] n. f. • 1350; bas lat. promotio, de promovere 1 ♦ Accession, nomination (d une ou plusieurs personnes) à un grade, une dignité, un emploi supérieur. ⇒ avancement. Bénéficier d une promotion. Avoir une promotion. Arroser, fêter sa… … Encyclopédie Universelle
Promotion — may mean:*Promotion (rank) *Promotion (marketing) **Promotional campaign **Promotion (entertainment) *Promotion (academic) *Promotion (chess) *Promotion (linguistics) *Promotion and relegation, in league sports *Professional wrestling promotion * … Wikipedia
Promotion — (spätlateinisch promotio ‚Beförderung‘, ‚Erhebung‘) steht für Verleihen des Doktorgrades, siehe Promotion (Doktor) Verleihen der Ritterwürde, siehe Ritter eine Art der Typumwandlung bei einigen Programmiersprachen, siehe Promotion (Typumwandlung) … Deutsch Wikipedia
Promotion — Sf Verleihung der Doktorwürde erw. fach. (17. Jh.) Entlehnung. Entlehnt aus l. prōmōtio ( ōnis) Beförderung (zu Ehrenstellen) , zu l. prōmovēre vorwärts bewegen, fortschieben , zu l. movēre bewegen und l. prō . In der Bedeutung Absatzförderung… … Etymologisches Wörterbuch der deutschen sprache
promotion — Promotion. s. f. Elevation à une dignité. Depuis sa promotion au Cardinalat. le Pape a fait une promotion de douze Cardinaux. Ce Cardinal est de la promotion d un tel Pape. le Roy a fait une promotion de Chevaliers. promotion aux Ordres sacrez … Dictionnaire de l’Académie française
promotion — pro*mo tion (pr[ o]*m[=o] sh[u^]n), n. [L. promotio: cf. F. promotion.] The act of promoting, advancing, or encouraging; the act of exalting in rank or honor; also, the condition of being advanced, encouraged, or exalted in honor; preferment.… … The Collaborative International Dictionary of English
promotion — /prə məʊʃn/, it. /pro mɔʃɔn/ s. ingl. [dal fr. promotion, dal lat. tardo promotio onis, der. di promovēre promuovere ], usato in ital. al femm. (comm.) [insieme delle attività volte a incrementare la vendita di un prodotto] ▶◀ [➨ promozione (3)] … Enciclopedia Italiana
promotion — early 15c., advancement, from O.Fr. promotion (14c.), from L. promotionem, noun of action from pp. stem of promovere (see PROMOTE (Cf. promote)). Meaning advertising, publicity first recorded 1925. Promotional relating to advertising first… … Etymology dictionary
Promotion — Promotion: Die Bezeichnung für die »Verleihung, Erlangung der Doktorwürde« ist eine gelehrte Entlehnung des 17. Jh.s aus spätlat. promotio »Beförderung (zu Ehrenstellen)«. Dies gehört zu lat. pro movere »vorwärts bewegen; befördern; (reflexiv:)… … Das Herkunftswörterbuch
promotion — [n1] higher position in organization advance, advancement, advocacy, aggrandizement, backing, betterment, boost, break, breakthrough, buildup, bump, elevation, encouragement, ennoblement, exaltation, favoring, furtherance, go ahead*, hike, honor … New thesaurus
Promotion — (v. lat. Promotio), Beförderung, s. u. Promoviren; P. per saltum, Überspringung eines geistlichen Grades; Promōtor, Beförderer; P. fidei, so v.w. Advocatus diaboli; Promotoriales, Beförderungsschreiben … Pierer’s Universal-Lexikon

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pro·mo·tion

pro•mo•tion

promotion

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Promotion: Meaning, Concept, Characteristics, Objectives, Nature, Kinds, Tool, Purpose, Strategy and Methods

Promotion – Introduction

Promotion – Meaning

Promotion – Definition, Purpose and Importance

Promotion is persuasive communication and also is a tool of competition. It is a form of non-price competition.

Promotion – Concept

Promotion – 10 Important Characteristics

Promotion – 3 Specific Objectives

Promotion – Nature

Promotion – 4 Important Kinds of Promotion

Promotion – Tool

Promotion – Main Purpose of Promotion

Promotion – Strategy

Promotion – Methods of Promotional Funding

1. The Objective and Task Method:

2. The Affordable Method:

3. The Percentage of Sales Method:

4. The Competitive Parity Method:

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