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The Main Components Of The Promotion Mix Tools Available To Marketing Managers

1470 words - 6 pages

The Main Components of the Promotion Mix Tools Available to Marketing Managers

It is not enough for a business to have good products sold at
attractive prices. To generate sales and profits, the benefits of
products have to be communicated to customers. In marketing, this is
commonly known as "promotion". Although promotion is not done only for
these factors but for other such as to build brand loyalty, to reminds
and reassure costumers, to launch a new product and maybe to defend
market share by responding to competitors’ campaigns with their own
advertising A business' total marketing communications programme is
called the "promotional mix" and consists of a blend of advertising,
personal selling, sales promotion, public relations tools and direct
marketing.

The main components of the promotion mix tools are Advertising, which
means any paid form of non-personal communication of ideas or products
in the “prime media” that is television, newspapers, magazines,
billboard posters, radio, cinema etc. Advertising is intended to
persuade and to inform. The two basic aspects of advertising are the
message (what you want your communication to say) and the medium (how
you get your message across). It is wise that before choosing the
advertising medium, the company carries out a marketing research to
see what her directed consumers view most, either published media or
visual/aural media.

Another tool is the Personal Selling which is the oral presentation
with potential buyers of a good or service with the aim of making
sales. The personal selling may focus initially on developing a
relationship with the potential buyer, but will always ultimately end
with an attempt to "close the sale".

Sales Promotions are short term incentives offered to consumers,
members of the trade or company’s sales force in an effort to boost
sales. Sales promotion is concerned more with action other than
information about the product which I think is more shown when the
product is tried. Example of sales promotion are price discounts
although here it is important that the product’s reputation will be
safeguarded since many people think that the higher the price the
higher the quality. Coupons are another, very versatile, way of
offering a discount. For example they can be on a pack to encourage
repeat purchase, in newspaper allowing customers to redeem the coupon
at a retailer. For example Miracle Food every month in one of the
bargain books we receive at home have a coupon saying that if Lm5 is
spent at their shop, a gift will be given on presentation of the
coupon.

Public Relations enhance the goodwill (image) of the company and its
products or services in the eyes of potential customers in order to
improve sales. The company’s public may include the governments,
shareholders,...

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