We buy them primarily as a result of promotion. Promotion is a part of our daily lives. The clothes we choose to wear and the food we choose to eat are almost entirely the result of promotion.

Promotions

Publicity◦ Deliberate attempt to manage the public’s

perception of a subject.

◦ Aims to create interest in a person, product, idea, organization, or business through the placement of favourable stories in the news media such as newspapers, magazines, TV, and radio.

◦ relies solely on the quality of content to persuade others to get the message out.

◦ Good publicity is when journalists find and report legitimate news that is important to their audience. Anyone can buy advertising space but not just anyone can earn the respect of media in order to establish an effective PR campaign.

Personal Selling◦ Occurs where an individual salesperson sells a

product, service or solution to a client. ◦ Is a personal (face-to-face, telephone, or Internet

chat) presentation for the purpose of making sales and building relationships.

Promotional advertising◦ Advertising to draw customers to the store by highlighting items and

pricing.

◦ Main purpose is to announce a new product or service to potential buyers and convince them to try it.

Examples:

◦ Organize a contest and give out prizes consisting of your products.

◦ Work with the local community and organize public events (concerts, races, sports matches) where you will be the predominant sponsor and your product will be displayed everywhere.

◦ Give your products (or samples) for free when a customer purchases an established related product.

COUPONS – Delivered or On-Line

BONUS PROGRAMS

FLYERS FREE SAMPLES

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