Sales promotion activities supplement advertising and personal selling efforts of the company. Mostly, it appears only once. He must be intelligent and imaginative enough to understand the customer quickly and read his mind accurately. Main characteristic of publicity are as under: i. The firm’s success and achievement depends upon the support of these parties for example, firm needs active support of middle men to survive in market, it must have good relations with existing shareholders who provide capital. 1. The practice of greeting and thanking customers, using polite expression are necessary for success in personal selling. B)The term "Product" refers to services as well as physical goods. A good salesman must have a high degree of intelligence, initiative and foresight. The objection to sale of inferior goods is not correct because what is inferior and what is superior depends upon the economic status and preference. 6. Wow. Frequency or repetition of publicity in mass media depends upon its social significance or the values for news. In marketing, the promotional mix describe a blend of promotional variables chosen by marketers to help a firm reach its goals. The salesman must have full technical knowledge about the product. Excessive use of sale promotion may affect sales and reputation of a company adversely. The several tools that facilitate the promotion objective of a firm are collectively known as the Promotion Mix. When seller is personally explaining the utilities of product to the customers then customer do pay some attention and listen to the information. Sales promotion technique makes other promotion techniques more effective. It is important for businessman due to following reasons: Personal selling is an effective tool to increase the sale of product. Draw can be taken out daily, weekly, monthly, etc. It refers to giving a free gift on purchase of the product. This refers to use of special container or boxes to pack the products which could be reused by the customer for example, Pet Bottles for Cold Drinks. There are other elements that often are included in the promotional mix. The customer feels comfortable to buy a product which is widely advertised. viii. vii. (ii) A salesman must be honest and should not try to win the customer through false and misleading representation. To maintain goodwill and understanding between organisation and public. Ideally, a product should fulfill an existing consumer demand. In personal selling the buyers and sellers have face to face interaction. It involves a number of interactions, such as contacting, inviting, informing, clarifying, responding, interpreting, dealing, transacting, and so forth. Publicity involves giving public speeches, giving interviews, conducting seminars, charitable donations, inauguration by film actor, cricketer, politician or popular personalities, stage show, etc., that attract mass media to publish the news about them. Some experts have stated that the public relations are an extension of publicity. Sales people move from one place to other, this promotes travel and tourism industry. In advertising various media are available. They are also called elements of promotion mix: Advertisement can be defined as the “paid form of non-personal presentation and promotion of idea, goods or services by an identified sponsor”. It is suitable for sale of complex products where buyer wants to interact with the manufacturer. Advertising has been subject to lot of criticisms. When they were first introduced, Borden's ideas were very influential in the business world and were developed and refined over a number of years by other key players in the industry. Personal selling helps to create lasting relationship between customers and sales-persons which help in increasing sale. Promotion mix: It refers to all the decisions related to promotion of sales of products and services. (i) It is an Impersonal Communication/Less Forceful: In advertising there is no direct communication between the customer and marketer. Characteristics of personal have been listed below: i. There are various tools and elements available for promotion. Identifiable entity/sponsor-company or person gives advertising. Public Relations: The marketers try to build a favourable image in the market by creating relations … Many marketers offer 0% interest on financing of consumer durable goods like washing machine, T.V. The fourth element of the 4 P’s of Marketing Mix is the promotion; that focuses on creating the awareness and persuading the customers to initiate the purchase. v. It is costly option to promote the sales. The public relations is comprehensive term that includes maintaining constructive relations not only with customers, suppliers, and middlemen, but also with a large set of interested publics. It refers to distribution of free samples of product to the customers. Content Guidelines 2. ii. Public relations evaluate public attitudes; identify the policies and procedures of an organisation with the public interest to earn public understanding and acceptance. Advertising: It is a paid form of non-personal mass communication by an identified sponsor. It is not a paid form of mass communication that involves getting favourable response of buyers by placing commercially significant news in mass media. Personal selling induces customers to buy products for satisfying their needs. Basically, there are five elements involved in promotional mix. Having consistent messages across the promotional platform is very important as well as recognizing the value of each element to a successful marketing initiative. Cool. The marketer generally chooses a combination of these promotional tools. Sales promotion cannot compensate for a poor product, a declining sales trend, ineffective advertising or can it create strong brand loyalty. Public relations are significant in the following ways: 1. At the time the concept was first coined, the marketing mix helped companies account for the physical barriers that prevented widespread product adoption. Some of the most important elements used in promotion are as follows : advertising, sales promotion, personal selling and public relation! iv. Your email address will not be published. ii. Image Courtesy : blogcheer.com/wp-content/uploads/2013/08/marketing.jpg. Through personal selling salesmen can create personal support with the customers. Public relations is a paid form of market promotion. (iv) Premiums or Gifts/or Product Combination: These are most popular and commonly used promotion tool. In relation to modern management practices, the public relations is treated as the profession. Apart from four major elements of marketing mix, another important tool of marketing is maintaining Public Relations. Small Business Management: Launching and Growing Entrepreneurial Ventures, Justin Longenecker, J. The promotional communication aims at informing and persuading the customer to buy the product and informing him about the merits of the products. However, several indirect costs are involved in publicity. It is an impersonal presentation where a standard or common message regarding the merits, price and availability of product or service is given by the producer or marketer. Some advertisements distort relationship between employer-employee, mother-in-law and daughter-in-law etc. Public relations department creates occasion when the speeches are delivered by the leader of company. The factors of production include land, labor, entrepreneurship, and capital. He must perform his duties sincerely. It is a component of a marketing plan’s “promotional mix” that usually includes advertising, personal selling, direct marketing, publicity/public relations, corporate image and exhibition. Empathy means he must have ability to understand the problem from customer’s point of view. Use of sales promotion tool may affect the image of product as buyer feel that product is of low quality that is why firm is offering incentives. It involves teaching, educating, and assisting people to buy. 04- Promotion. for example, in advertisement of Band Aid, Detergent Bar, Fevistick, etc. Or a product may be so compelling that consumers believe they need to have it and it creates a new demand. vi. etc. It is an integral part of managerial function. So it is not advertisements which encourage sale of inferior goods; it is one’s pocket or financial capacity which decides this. It refers to participation of consumers in competitive events organised by the firm and winners are given some reward for example, Camlin Company organizes painting competition, Bourn vita quiz contest and some companies organise contest of writing slogans and best slogan is awarded prize. What is the most effective way to inform the customers? Sales Promotion: How to Create, Implement and Integrate Campaigns that Really Work, Roddy Mullin, Kogan Page Publishers, Apr 3, 2010. Public does not mean only customers, but it includes shareholders, suppliers, intermediaries, customers etc. Social Media is part of the promotional mix as one tool that facilitates interaction among consumers and the brand. Publicity is not paid for by the organisation. (iv) Some Advertisements are in Bad Taste: Another objection to advertisements is that advertisements use bad language, the way they are speaking may not appeal everyone, sometimes women are shown in the advertisements where they are not required for example, a woman in after shave lotion and in advertisements of suiting etc. This closeness allows both the parties to observe each other’s action closely. Prohibited Content 3. v. Company has no control over publicity in terms of message, time, frequency, information, and medium. It is a way of mass communication. They start demanding the products which they don’t even require. The marketers need to view the following questions in order to have a balanced blend of these promotional tools. Image Guidelines 5. The real criticism of advertisement is that it encourages sale of duplicate products. Thus, the companies can use any tool of the promotion mix depending on the nature of a product as well as the overall objective of the firm. For example, a company’s name may be covered in news for reservation of jobs for women or for introducing new technology etc. Salesman must have two basic qualities i.e., empathy and ego drive. Point of sale (POS) refers to the place where customers execute payments for goods or services.
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