Meaning, Importance and Components of Promotion, Advertising, Personal Selling, Sales Process, Sales Promotion, Publicity and Public Relations
Promotion is the process of marketing communication involving information, persuasion, and influence. Promotion has three specific purposes: communicating marketing information to consumers, users, and resale persons. Promotional efforts act as powerful tools of competition providing the cutting edge of its entire marketing programme. Promotion is the element in an organization’s marketing mix that serves to inform, persuade and remind the market of the organization or its products.There are several importances of the promotion and some of them are highlighted below: -Sales of goods in imperfect market -Filling the gap between producers and consumers -Facing intense competition -Large scale selling -Higher standard of living -More employment -Increased trade pressure -Effective sales support -Increased speed of product acceptance
Advertising is a non-personal presentation and promotion of ideas, goods or services paid by an identified sponsor. Advertising helps in disseminating information about the advertising firm, its products, qualities and place of availability of its products and so on. It helps to create a non- personal link between the advertiser and the receiver of the message.There are several features of advertising: -Payment of money -Non-personal -Promote products and services -Identified sponsor Importance of advertising -Information about a product -Creation of permanent demand -Service to existing customers -Conversion of prospective buyers to actual buyers -Support to personal selling -Increase in sales and reduction in cost -Minimization of middlemen -Creation of image or goodwill -Protection of people from imitation -Reminder to the users -Establishment of relationship
Personal selling refers to oral presentation in conversation with one or more prospective customers for the purpose of making sales. Personal selling is the most important ingredient in the promotion mix.Personal selling is an important element of promotion mix and an effective promotional tool.There are several importances of the personal selling and they are : -Flexible message -Minimum wastage -Effective sales -Immediate feedback -Complements to advertising -Educates customers -Employment opportunities
The act of selling goods by establishing a stall or shop at a certain place is called indoor sale and the person operating such act is called Indoor salesperson.An act of selling goods by moving door to door or place to place finding customers is called outdoor sales and a person operating such act is called outdoor salesperson.This outdoor salespersons job is more challenging than indoor salesperson.Several process needs to be considered while conducting indoor and the outdoor sales.
Sales promotion is defined as activities other than personal selling, advertising and publicity aimed at stimulating consumer purchasing and effective selling by dealers. Sales promotion includes free samples, premium on sale and dealer incentive, contests, fairs and exhibitions, public relations activities, etc. Sales promotions are those activities, other than advertising and personal selling that stimulate market demand for product. The various importances of the sales promotion are : -Spreads information -Stimulates demand -Customer satisfaction -Stabilization of sales volume -Performance appraisal or marketing control Along with the several importances, the various methods of the sales promotion are also mentioned .
Publicity is an activity to promote a company or its products by planning news about it in media not paid for by the sponsor.Publicity is a potent tool of communication and is regarded as highly credible and authentic.Public relation encompasses a wide variety of communication effort to contribute to generally favorable attitudes and opinions toward an organization and its products.The various features of the publicity and public relations are : Features of publicity -It is of two types personal and non-personal. -It may be visual, audio and printed form or unified form of all three. -Sponsor doesn’t pay money for promotion. -Sponsor doesn’t have any control over publicity materials. -Publicity is according to the desire of publisher. -Structure of publicity is also decided by a publisher. -The impact of publicity is deeper because it is related to media. -Promotional materials can be presented in different ways. Features of public relation -It is a two-way process for any organization or its relation with others. -t is compulsory for both external and internal groups. -It is a science or art to have communication with an organization and with other groups related to it. -It is done by providing information. -The main motive of public relation is to promote name, fame, image and profit of the organization. -Public relation is the means to provide both information and education to people. -Public relation improves the relation between organization and different class. -It provides free promotion/ advertisement of an organization. -Behavior and thoughts of a different public group make public relation favorable.