Marketing promotion important question Essay Example

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Why is sales promotion significant in modern marketing? What are some commonly utilized sales promotion tools?

Sales promotion is a brief incentive designed to stimulate the purchase and usage of goods and services. It is important for various reasons, such as providing marketing information, boosting consumption, promoting repeat purchases, motivating retailers, and improving channel relationships. There are several sales promotion tools available, including samples, coupons, cash refunds, price packs, premiums, advertising specialties, patronage rewards, point of purchase displays, demonstrations, contests, sweepstakes, and games. Advertisement copy can be defined as the text or content of an advertisement. A good advertisement copy should possess essential properties that contribute to its effectiveness.

ADVERTISEMENT COPY: Advertisement copy is the text form of advertising massage aimed at capturing attention and persuading the prospective buyer to make a purchase decision within a few seconds. The properties of a good advertisement copy include a headline, subheads and body copy, slogan and illustration, identification, and a closing idea.

STORY PLAN: The story plan is an outline, in considerable detail, of the complete presentation that the salesperson is competent to make. It outlines the key points and structure of the sales pitch.

WHY SELLING IS IMPORTANT FOR AN ECONOMY DURING THE ECONOMIC RECESSION OF A COUNTRY: Selling is important for an economy during an economic recession as it helps stimulate consumer spending, boosts business activity, and provides employment opportunities.

Selling is crucial as it encompasses providing information, problem-solving, facilitating informed purchasing decisions, establishing a standard of living, and ensuring economic growth. Advertising media refers to the channel used

to deliver advertising messages to the public. The factors to consider when selecting a particular media for your brand include reach and frequency, scheduling, creative aspect, flexibility, media type, and budget.

Describe the challenges that can occur during a sales presentation and how a salesperson can manage them. The difficulties include external interruptions such as phone calls, internal interruptions like side stories, and difficult prospects who may display inattentiveness, silence, indecision, hostility, or indifference. Additionally, explain what advertising appeal is and provide a brief explanation of its different types. Advertising appeal refers to the form of stimulus utilized by advertisers, and it can be categorized into various types.

1. Rational appeal (real estate)
2. Emotional appeal
3. Combination of rational ; emotional appeal
4. Ear appeal ( close up)
5. Humor appeal (Gap)
6. Sex appeal
7. Musical appeal
8. Scarcity appeal Q.

The text discusses various strategies for promoting a brand and emphasizes the factors that companies need to consider when selecting a marketing promotion strategy, particularly focusing on the determinants of the promotional mix.

The market for a product can be classified into two categories: consumer market and business market. The consumer market focuses on fulfilling consumer needs, and to reach consumers, several approaches must be implemented: sales promotion, advertising, personal selling, and public relations. On the other hand, the business market serves customers who buy products from producers and resell them to consumers with the aim of making a profit.

The promotional activities at this stage are performed in the following order.

• A Personal

selling.

Multinational companies direct their efforts towards advertising, sales promotion, and public relations to target the extensive global market. On the other hand, non-profit organizations strive to provide services for the public.

Non-profit organizations, including schools and hospitals, employ different promotional tactics such as personal selling, public relations, sales promotion, and advertising. The image below demonstrates the cost-effectiveness of four promotional tools in the buyer readiness stage. Advertising and publicity greatly assist in creating awareness. Both advertising and personal selling mainly impact customer comprehension. Moreover, personal selling has a substantial influence on customer conviction.

The closing of sales/orders and re-ordering processes are primarily influenced by personal selling and sales promotion. Additionally, reminder advertising has a partial influence on re-ordering. The product life cycle consists of five stages. The first stage is the Introduction stage, where a new product is launched into the market. For example, Fair & Lovely face wash. The second stage is the Growth stage, where the product gradually gains popularity and customers start talking about it. Examples include Merrill Splash, Lifebuoy, and Walton. The third stage is the Maturity stage, where profit is gained.

Product is known to all people. For example, during the introduction stage, advertising and publicity have the highest cost-effectiveness. Personal selling helps in gaining distribution coverage and sales promotion introduces trial use. As the product enters the growth stage, demand increases through word of mouth. In the maturity stage, sales promotion, advertising, and personal selling become more important.

In the decline stage, sales promotion becomes strong while advertising and publicity

are reduced, and personal selling receives minimal attention. Corporate advertising is defined as the incorporation of advertising where marketers not only highlight the product but also combine all products through slogans and public relations activities to build a positive image in the consumer's mind. There are several types of corporate advertising, including image advertising (sponsorship, recruiting, general financial support, event sponsorship), advocacy advertising (such as "Save the Tiger" by SQUARE), and cause-related advertising (such as "Robs"). Additionally, the question of what constitutes a demonstration is posed.

The principle of demonstration can be explained briefly as follows: it involves using visual aids to capture the prospect's interest, achieve conviction, provide information, and save time for the salesperson. The principles of demonstration include covering vital product features, interrupting the sales talk with the demonstration, making the product look its best, making the demonstration clear and true to life, maintaining control during the demonstration, involving the present customer, and following up after the demonstration. In the selling process, the step involved in prospecting new customers typically includes the use of various techniques by the salesperson.

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