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??? Let’s look discussion
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.
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 are expected to be affected and persuaded that switching to these products. And in the end, the company just remind 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: (Kotler, 2001:98-100)
Advertising (Advertising), a form of non-personal promotion by using a variety of media aimed to stimulate purchases.
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.
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).
Sales Promotion (Sales promotion), which is a form of promotion beyond the three forms above are intended to stimulate purchases.
Direct Marketing (Direct Marketing), a form of personal selling directly intended to influence consumer purchases.
Rossiter and Percy (in Tjiptono, 2002:222) classifies promotional purposes as the 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).
Promotion is a marketer in the business of informing and influencing other people or parties that are interested in doing the transaction or exchange of goods or services marketed.
Promotion is a communication technique in use or delivery by using media such as the press, television, radio, signage, posters and others that aim is to attract customers to the products of a company. Promotion as a medium to bridge the interests of producers and consumers.
According to Stanton (1996:138), says that “the promotion is a business in the field of information, suggestion (= persuasion persuasion) and communication”.
Meanwhile, according to Swastha (1999:237), “Promotion is the flow of information or persuasion one way to direct a person who made or action organsasi to create exchanges in pemasran”.
According to Saladin (2002:123), “Promotion is the communication of information sellers and buyers who aim to change the attitudes and behavior tinakah buyers, who previously did not know to know to become buyers and recall the product.”
Meanwhile, according to the terms of the promotion of Alma (2006: 179), “Promotion is a kind of communication to explain and convince potential customers of the goods and services in order to gain attention, educate, remind and convince potential customers”.
From the above it can be concluded that, promotion is the action taken by the company by way of influencing consumers directly or indirectly to menciptaan exchange in marketing.
1. Promotion Mix
Promotion mix is a combination of strategy variables advertising, personal selling and other promotional tools all of which are designed to achieve corporate objectives. As stated by Stanton quoted Swastha (1999:238), Promotion mix is ”the best combination of strategies from variebel-variebel advertising, personal selling, and other promotional tools, which to all in rencanankan to achieve a sale.”
From the above definition in the marketing system, there are four main variables. This is in accordance with the opinion Swastha (1999: 239), which states the promotion mix consists of the following components:
That is a form of non personal presentation and promotion of ideas goods and services paid by a particular sponsor
b. Personal Selling
Presentation of information orally in a conversation with one or more buyers that aims to achieve sales targets
c. Sales Promotion
That is a marketing activities other than personal selling, advertising and publicity that encourages the purchase of consumer and retailer effectiveness. Such activities include: demonstrations, performances, exhibitions, demonstrations and so on.
That is an effort to encourage non-personal requests for a product, service or idea by using commercial news in the mass media and sponsors that do not bear the cost directly.
So obviously would marketing management can not be separated from a variety of factors that influence in determining the best combination, in order to obtain the effectiveness of the use of funds, manpower and time in achieving marketing success.
2.5 The purpose Promotions
The goal of the promotion is to introduce manufactured goods, with the aim that consumers buy their products. Thus, the sales volume can be increased, and also increase its profit. This can be accomplished by a company that is run when the campaign really right so that the implementation can be managed as effectively as possible promotion.
According to Boone and Kurtz (2002:134), the purpose of the promotion are as follows:
Providing this information is the goal of promotion strategies undertaken by the company only has information that inform prospective buyers about a product or service to be marketed.
Differentiate a product
The purpose of this promotion is mendiferensiasika roduk or destination services companies with products or services of a competitor. By applying service concept called positioning, marketers are trying to reach a place in the minds of consumers. The point is to communicate the significant differences in the attributes, price, quality or mamfaat of consumer products or services.
Increase sales is the most common goal of the promotional strategy. As noted earlier, several strategies concentrate on stimulating primary demand, although some stabilize sales.
Stabilization penualan is another goal of the campaign. The company usually promotes penualan contest period decline in sales, and motivate salespeople by offering prizes such as holidays, television, and scholarships to those who reach certain targets.
Highlighting the value of the product
Seumlah submitted for mnonjolkan promotional product value by explaining the benefits of ownership of the products that are less known to the buyer
Furthermore, according to Griffin and Ebert (1999:123-125), whose objective is the promotion of the following:
Promotion is effective in the delivery of Informat from a person or organization to another. Consumers certainly can not buy a product unless they have been given information about the product. Information can provide a means customers about the existence of a product or educate them about the primacy.
Positioning is the process of strengthening the image of a particular product is easy in the minds of consumers. Positioning a product is difficult because the company is trying to appeal to a specific market segment of the overall market in abundance.
The customers who are aware of the present-value benefit when moving mix and type promotions deliver value-added products.
Controlling the volume of sales
Many companies that experience seasonal sales patterns. By increasing promotional activities beyond the period of his best-selling, companies can achieve a more stable sales volume throughout the year. Thus, they are able to maintain the course of production and distribution systems in balance. Promotion bahkandapat change the system to be lonely peak sales periods.
Of expert opinion can be concluded that, the purpose of the promotion is a company policy in promotional activities, which the aim of the promotion vary depending on what is being operated company, so a company in to do some promotional activities, has several goals. Of promotional activities, among others, to provide information, increase sales, as well as the added value of a product, the product is marketed bias remains sold or purchased by consumers although at certain times which resulted in the company’s target market sales decline.
10 kalimat present tense dan past tense
- PRESENT TENSE
- Promotion is a very important thing in business activities
- Promotion is essentially a marketing communication, means of marketing activities
- explains the purpose of the promotion is four things, namely to introduce ourselves
- There are four types of promotional activities, among others
- a form of non-personal promotion by using a variety of media aimed to stimulate purchases.
- a form of personal selling directly intended to influence consumer purchases.
- “Promotion is the communication of information sellers and buyers who aim to change the attitudes and behavior tinakah buyers, who previously did not know to know to become buyers and recall the product.”
- PAST TENSE
- in order for them to make purchases of products offered, now or in the future.
- Consumers and potential consumers are interested in purchasing the products offered by the company in the future.
- Promotion is a marketer in the business of informing and influencing other people or parties that are interested in doing the transaction or exchange of goods or services marketed.
- persuade, modification and shaping behavior and product recalls and the company concerned