NAMA : JACK THOMPSON
KELAS : 3EB23
NPM : 23210693
MATERI : PROMOTION (SOFTKILL )
Definition
and Purpose Campaign
Promotion is a very
important thing in business activities. Even a new company "must" to
disburse campaign that not a few. Very important is the promotion of the
business.
What
is promotion
Promotion is
essentially a marketing communication, means of marketing activities that seek
to spread information, influence / persuade, or remind the target market and
the company and its products to be willing to accept, purchase, and loyal to
the products offered by the company concerned, Tjiptono (2001: 219) .
While Sistaningrum
(2002: 98) revealed the promotion is an effort or activity affecting the
company in the "actual customer" and "potential customers"
in order for them to make purchases of products offered, now or in the future.
Current customers are
consumers directly buy the products offered at the time or shortly after the
company launched the product promotion. Consumers and potential consumers are
interested in purchasing the products offered by the company in the future.
Destination
Promotion
The purpose of the
company doing the promotion by Tjiptono (2001: 221) is informing (informing),
influence and persuade (persuading) and remind (reminding) subcribers about the
company and its marketing mix.
Sistaningrum (2002: 98)
explains the purpose of the promotion is four things, namely to introduce
ourselves, persuade, modification and shaping behavior and product recalls and
the company concerned.
In principle between
the two are the same, they both explained when the product is new it is
necessary to introduce or inform the customer that there is a new product today
that is not inferior to the old product.
Once consumers discover
new products, consumers expected to be affected and persuaded that switching to
these products. And in the end, the company just reminded that the product is still good to eat.
This is done because of the many attacks come from competitors.
There
are four types of promotional activities, among others:
1. Advertising
(Advertising), a form of non-personal promotion by using a variety of media
aimed to stimulate purchases.
2. Face to Face Sales
(Personal Selling), which is a personal form of promotion by an oral
presentation in a conversation with a prospective buyer who intended to
stimulate purchases.
3. Publicity
(Publisity), a form of non-personal promotion of the service, or a particular
business entity with the way this information / news about it (mostly
scientific).
4. Sales Promotion
(Sales promotion), which is a form of promotion beyond the three forms above
are intended to stimulate purchases.
5. Direct Marketing
(Direct Marketing), a form of personal selling directly intended to influence
consumer purchases.
Rossiter
and Percy classifies purpose promosisebagai effects of communication as
follows:
1. Growing customer
perception of a need (category need).
2. Introduces and
provides an understanding of a product to the consumer (brand awareness).
3. Encourage the
selection of a product (brand attitude).
4. Persuading customers
to buy a product (brand purchase intention).
5. Compensate for the
weaknesses of the other marketing mix elements
(purchase facilitation).
6. Embedding the image
of the product and the company (positioning).
After reading the above
article, you must be able to imagine how the importance of promotional
activities in the business. Well, how to choose an effective way of promotion
and efficient? Will be discussed in the next article
1.
Promotion is a very important thing in
business activities.
2. Very
important is the promotion of the business.
3.
Promotion is essentially a marketing
communication.
4.
Sistaningrum (2002: 98) explains the
purpose of the promotion is four things.
5.
In
principle between persuading and reminding are the same.
6.
Growing customer perception of a need
(category need).
7. Persuading
customers to buy a product (brand purchase intention).
8. Compensate
for the weaknesses of the other marketing mix elements (purchase facilitation).
9.
Well, how to choose an effective way of
promotion and efficient?
10. After
reading the above article, you must be able to imagine how the importance of
promotional activities in the business.
Contoh past tense
1. While
Sistaningrum (2002: 98) revealed the promotion is an effort or activity
affecting the company in the "actual customer" and "potential
customers" in order for them to make purchases of products offered, now or
in the future.
2.
they both explained when the product is
new it is necessary to introduce or inform the customer that there is a new
product today that is not inferior to the old product.
3.
they both explained when the product is
new it is necessary to introduce or inform the customer that there is a new
product today that is not inferior to the old product.
4.
consumers expected to be affected and
persuaded that switching to these products.
