Types of Promotion
includes all activities designed to inform, persuade and influence people
when they are making
the decision to buy. Promotion is
made up of:
• non-personal communication
transmitted through mass media
• free promotion through news stories
in newsletters, newspapers, magazines and television
• all forms of communication not
found in advertising and personal selling, including direct mail, coupons,
volume discounts, sampling, rebates, demonstrations, exhibits, sweepstakes,
trade allowances, samples and point-ofpurchase displays In designing a
promotional plan, clearly spell out:
• Which objectives to use. It is
possible to have more than one objective, but it is recommended that a
company target its audience or run the risk of losing focus.
• What to say
• Who to say it to
• Criteria used to measure success
Suggestions for Inexpensive Promotion
Some inexpensive, appropriate and
effective methods of promotion for the new food processor include
• Personal selling
• Product demonstrations
• Direct mail
• Business cards
• Yellow Page listing
• Statement stuffers
• Window banners
• Greeting cards
• Sports team sponsor
• Home parties
• Ethnic services—languages spoken
Of course, one of the best free
methods of promotion is good “word of mouth."
The promotion objectives need
to be clearly stated and measurable. They must be compatible with the
objectives of the company, as well as the competitive and marketing
strategies. Objectives vary for different products and different situations.
For example, producers must promote differently to brokers than to
wholesalers. When promoting to a broker, the producer must promote what
he/she wishes the broker to present to the wholesaler. When promoting to a
wholesaler, the producer simply wants the wholesaler
to purchase the product. There are
five general promotional objectives to choose from. The five types of
objectives for promotional activities are1:
• to provide information
• to increase demand
• to differentiate the product
• to accentuate the value of the
• to stabilize sales
Once the producer has reviewed all
the possible promotional tools, he/she must devise a promotional strategy. A
promotional strategy should address
the following issues:
• What is the goal of the promotion?
• What types of promotion should be
• What effect should the promotion
have on the customer?
• Which promotion is working?
• Which promotion is not working?
• What are the costs of the promotion
compared to the benefits?