The Composition of Promotion Strategy

Promotion strategy consists of planning,implementing and controlling an organization's communications to its customers and other target audiences.The purpose of promotion in the marketing program is to achieve management's desired communications objectives with each audience.

Advertising:

Advertising consists of any form of non personal communication concerning an organization,  product or idea that is paid for by a specific sponsor.The sponsor makes payment for the communication via one or more forms of media.

Among the advantages of using advertising to communicate with buyers are the low cost per exposure,the variety of media newspapers,magazines,television,radio,internet,direct mail and outdoor advertising control of exposure,consistent message content and the opportunity for creative message design.

Personal Selling:

Personal selling consists of verbal communication between a salesperson and one or more prospective purchasers with the objective of making or influencing a sale.Annual expenditures on personal selling are much larger than on advertising,perhaps twice as much.

Sales Promotion:

Sales promotion consists of various promotional activities including trade shows,contests, samples,point of purchase displays,product placement in films and other media,trade incentives and coupons.Sales promotion expenditures are much greater than spending on advertising and as large as sales force expenditures.

Direct Marketing:

Direct marketing includes the various communications channels that enable companies to make direct contact with individual buyers.Examples are catalogs,direct mail,telemarketing, television selling,radio and electronic shopping.

Internet Marketing:

Included in this promotion component are the Internet,CD-ROM,Kiosks and interactive television.Interactive media enable buyers and sellers to communicate with each other.The internet performs an important and rapidly escalating role in promotion strategy.

Public Relations:

Public relations for a company and its products consists of communications placed in the commercial media at no charge to the company receiving the publicity.For example,a news release on a new product may be published in a trade magazine.The media coverage is an article or news item.

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