PROMOTION

I. Definition
PROMOTION is the efforts of companies to promote products and
encourage consumers to buy goods or services
 Purposes of promotion in order to keep existing customers and attract
more potential customers
 Promotion includes : advertising , sales promotion , public relations ,
personal selling and direct marketing.
II. Promotion groups
1. ADVERTISING is the activity of the company to showcase and
promote products and services by the media
Advertising in order to make customers aware of
products and services (attribute, use, price, place of supply. . .) in order
to persuade them to buy them
2. SALES PROMOTION is applicate conditions of short-term
stimulus to encourage the purchase or sale products or services
Sales promotion is divided into: consumer promotion , businees
promotion , trade promotion and sales force promotion.
3. PUBLIC RELATIONS (PR) is activities to create is relationship
with the public to build and protect the good image of your
company and products and services.
 PR tools expressed in words: PENCILS (by Philip Kotler):
 P - Publication
 E - Events
 N - News
 C - Community involvement activities
 I - Indentify media
 L - Lobbying activity
 S - Social responsibility activities
4. PERSONAL SELLING is a direct communication of the salesman
of the company with potential customers in orther to introduce and
sales products,services
5. DIRECT MARKETING is direct communication with customers
aimed at building relationships with customers and get feedback
from them
Types of direct marketing:
• face to face selling
• direct-mail marketing
• catologue marketing
• telephone marketing
• television marketing ( direct reaction)
• marketing at the kiosk
• online marketing