The article on this topic (analysis of promotion mix as a tool of marketing communication) is an extract from literature review of the project material. The complete project work would be made available when you subscribe for the full material.
Marketers have to understand the unique characteristics and the cost of each promotion tool in deciding the promotion mix. Let us examine each of the major tools. A Advertising: the company forms of advertising make it hard to generates above its unique qualities. However, several qualities can be noted. Advertising can reach masses of geographically dispersed buyers at a low cost per expire for example; tv advert can reach huge audiences. Beyond its reach, large scale advertising by a seller say, something positive about the seller size, popularity and success. Because of advertising public nature, consumer, tend to view advertised products as standard and legitimale – buyers know that purchasing the product will be understood and accepted publically. Advertising enables the sellers to repeat a message many times, and its lets the buyer receive and compare the massages of serious competitors.
Advertising is also very expensive in nature and allowing the company to dramatise its products through the artful use of print, sound and colour. On the other hand, advertising can be used to build up a long – term image for a product (such as cola – cola advertising). Lastly, advertising can trigger quick sales (as when a department store advertising a weekend sale).
B Personal Selling: personal selling is the most affective tool of certain stages of the buying process, particularly in building up buying preferences, convictions and action. Compare to advertising, personal selling has several unquie qualities. It involve personal interaction between two or more people, so each person can observe the other needs and characteristics and make quick adjustment. Personal selling also allows all kinds of relationship to spring up, ranging from a matter – of fact selling relationship to a deep personal friendship. The effective sales person keeps the customer interest of heart in order to build a long – term relationship. Finally, with personal selling the buyer usually feels a greater need to listen and respond, even if the response is a polite “ no thank you”
C Sales promotion: sales promotion includes a whole assortment of tools coupons, contest price reductions, premium offers, free good and other all of which have many inquires qualities. They attract consumer attention and provide information that may lead to purchase. They offer strong incentive to purchases by providing inducements or contributions that give additional values to consumer.Moreover, sale promotion invite and reward quick s response. Where as advertising say ‘buy our product? Sales promotion offers incentive to consumers to buy it now.
D Public Relation: public relation or officer have several unique qualities it is all those activities that the organization does not to communicate with target audience which are not directly paid for.
Public relation believable: news stories feature and event seen more real and believable to research than advertising do. Public relation can reach many prospects who avoid sales person’s and advertisement since the message get to the buyers as ‘news’ rather than as a sales directed communication.
An, like advertising, public relation can dianatise a company or product. The body shop is one of the few international companies that have used public relation as a more effective alternative to mass tv. Advertising
Can't find what you are looking for?
Call (+234) 07030248044.
OTHER SIMILAR MARKETING PROJECTS AND MATERIALS
MARKETING ACTIVITIES AND FAITH BASED ORGANIZATIONS
Chapter one Introduction 1.1. Background of the study Marketing is an integral part of any organization. This would help increase customer base and make an organization very popular if adequately a...Continue reading »
THE EFFECT OF ADVERTISEMENT ON CONSUMER BRAND PREFERENCE
CHAPTER ONE 1.1. INTRODUCTION Advertiser’s primary mission is to reach prospective customers and influence their awareness, attitudes and buying behaviour. They spend a lot of money to keep in...Continue reading »
A STUDY INTO THE PROCESS OF PRODUCT PLANNING AND DEVELOPMENT IN MARKETING
CHAPTER ONE INRODUCTION Marketing concentrate on the buyers or consumers determining their needs and desires, educating the regard to the availability of products and to important products features ...Continue reading »
ADVERTISING: AN EFFECTIVE PROMOTIONAL TOOL FOR MARKETING NEW PRODUCTS ( A CASE STUDY OF NASCO MARKETING COMPANY)
ABSTRACT Promotional mix variables differ in effectiveness in generating consumer interest and influencing purchase decision. In this study, an attempt is made to evaluate the effectiveness of adverti...Continue reading »
EFFECT OF PERSONAL SELLING AND MARKETING ON SALES GROWTH
CHAPTER ONE INRODUCTION Personal selling is an important component of the overall marketing strategy of an organization. According to Adamu (200) personal selling is the presentation of a persuasive...Continue reading »
IMPACT OF CUSTOMER SATISFACTION STRATEGIES ON CUSTOMER RETENTION IN FIRST BANK NIGERIA PLC
The article on this topic (impact of customer satisfaction strategies on consumer retention in First bank Nigeria) is an extract from literature review of the project material. The complete project wo...Continue reading »
What are looking for today?
THE IMPACT OF HUMAN RESOURCE PLANNING ON ORGANIZATIONAL PERFORMANCE
55,283 people found this useful
THE EFFECT OF SOCIAL MEDIA ON STUDENTS PERFORMANCE IN LEARNING LISTENING COMPREHENSION
43,936 people found this useful
THE EFFECT OF TREASURY SINGLE ACCOUNT ON THE ECONOMY OF NIGERIA
41,024 people found this useful
TAX ADMINISTRATION IN NIGERIA: CHALLENGES AND PROSPECTS, A CASE STUDY OF LAGOS STATE BOARD OF INTERN...
39,222 people found this useful
IMPACT OF SOCIAL MEDIA ON CONSUMER BEHAVIOR
34,574 people found this useful
CAUSES AND EFFECTS OF COMMUNICATION BREAKDOWN IN AN ORGANIZATION (A case study of champions’ brewe...
34,527 people found this useful