Promotion as a marketing tool
Video: Introduction to Marketing: The Promotional Mix 2024, July
Product promotion is a question that any producer of products faces. The solution to this issue depends on how successful the marketing department is. Marketers must decide how, how and through whom the product will enter the market.
Instruction manual
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There are four ways to promote a product on the market. These include: personal (direct) sales, advertising, propaganda, as well as sales promotion. The promotion process consists of several activities. Their purpose is to increase sales.
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When promoting goods, marketers take actions aimed at increasing consumer demand. Promotion also has another goal. It consists in the formation of the consumer a favorable attitude towards the manufacturer of the product.
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An important part of promotion is advertising. Advertising in marketing must be separated from ordinary advertising, since it is engaged in informing the consumer about the useful properties of the product. Advertising in marketing also provides the consumer with information about the company, thereby promoting the company.
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Marketing specialists say that no advertising can increase sales if the product is not in demand on the market. Therefore, it is so important to know how much the consumer needs it before starting to produce the goods.
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Advertising should be designed so that it is remembered, then it has the maximum effect on the buyer. To achieve this, advertising must be informative and valuable.
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The buyer decides to buy the product if he realizes the need for the product. Therefore, when planning promotional events, the marketer must correctly determine the target audience. In addition, you must carefully select the means of communicating product information. An advertising company should be built in such a way that the consumer makes a purchase decision on their own.
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Another important part of product promotion is direct (personal) sales. They represent a conversation with potential buyers, during which the seller verbally presents the goods. Such an activity is called direct marketing or direct marketing.
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For sales, additional financial resources are not required. Direct marketing is not just ordinary retail trade, but another, higher level of organization of the enterprise.
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Personal sales can be characterized by lower costs, especially when compared with advertising. In addition, this type of sales has several advantages: an individual approach and feedback from each consumer.
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Propaganda helps to attract the attention of potential consumers. This is an effective tool that allows you to make a company recognizable in the market. Propaganda is aimed not only at consumers, but also at counteragents, authorities and journalists.
