Integrated study on marketing and advertising part 2November 25th, 2019
Timing of incentives: Once you have determined the incentive you will use, you must specify the timing of its submission. Timing can be immediate or later, and when using incentives provided immediately, there are no requirements for the customer to buy the product or anything related to it, there is no kind of obligation, but the benefit lies in this type of incentive is that Customers are increasingly willing to participate in promotional campaigns, and the risk is that they will not lead to the percentage of sales they need to achieve through the promotional program. By providing incentives at a later date, the target audience must be associated with the product in some way to receive the award, which is an application of the study of behavior.
Incentive Methods: The method you will use in the promotion will determine the appropriate method: - Advertising media. Is it printed or radio or electronic? This will depend on the availability of good media and you can determine this by looking at: access rate, get to know the media where demographics are reasonably compatible with the market you want to attract.
- Covers: You may want to use the coupon on the product cover instead of using it in the ad and may install a point of purchase ad coupled with a coupon book that serves you well and these are two ways to provide incentive to buy while the product is available for purchase Personal Sales If you sell through intermediaries - a wholesaler using distributors - your commercial offers (from company to company) can be transferred directly to the distributor, or you can reward the people who represent you for promotional campaigns for the end consumer.
Promotional Strategies: Usually, organizations have four promotional strategies that can be used. These four strategies are: Push Strategy Strategy pull. Violent Selling Strategy. Strategy Soft Sell.
1.Push Strategy: This strategy is called the payment strategy because it tries to push the product or service being promoted through the distribution channels used to reach the end consumer. With this strategy, personal selling is the main focus element of the promotional mix of the organization. Sales directed to distributors, brokers, most clothing products and some industrial goods are promoted using this strategy.
2. Strategy pull This strategy aims to attract intermediaries and distributors to carry the product or service being promoted by creating demand for it by the end consumer. It creates the demand of the final consumer it will ask for the product at the ordering distributor who attracts him to carry the required good or service. What we would like to emphasize here is that FAO can use a combination of these two strategies together. It tries to provide the product or service to intermediaries or distributors before advertising it to the end consumer.
3 - Violent strategy in selling Hard Sell Strategy. The idea of a violent promotion strategy depends on the idea of repeating the promotional message permanently. This means that the same promotional message is used for a long time. In all advertising media, in this case the product uses the method of pressure on the consumer and besieged everywhere with his promotional message. Under this strategy, the salesman does not take the consumer's refusal to buy the commodity as something he can accept However, the consumer is trying to convince him to refrain from the idea of rejecting the promotional theme. Companies using this strategy may use some advertising messages such as buy now ...... Now only, if you do not need the item now, you will need it very soon, Or pay now .. or tomorrow will pay more. All these messages convey to the individual one idea that the purchase process is necessary and inevitable.
4- Soft Soft Strategy. This strategy is based on convincing the consumer that it is better for him to buy the good or service being promoted. Preparing the promotional message in this strategy. It is noted that the repetition of the promotional message is also found in this strategy but with the use of the implicit method of persuasion to buy instead of the explicit method used in the previous strategy.
Elements Of Promotional Mix: The marketing book does not agree on the elements contained in the promotional mix. These agreed elements are Advertising Personal Selling Publicity Sales Promotion Some writers may add to these four elements, namely, Public Relation and Cover
- Personal Selling A personal sale is defined as a process of oral presentation through a personal conversation with one or more potential buyers in order to complete the sale. - Publicity activity Publication is, in fact, just one of the tools used by public relations. Like advertising, it is one-way communication. This activity is also defined as any form of delivery of ideas or goods, nonpersonal and unpaid services. The characteristics of this activity are as follows:
Publishing is a form of non-personal communication. The individual or organization carrying out this activity does not bear the cost of the medium used in the publication process. It follows that the organization or the individual does not bear the cost of the medium and is unable to control the content of the message, the time of its publication, the place of publication, its size, etc. The individual or organization that may undertake this activity may be unknown or unspecified. This activity becomes increasingly important when introducing new products, services or even ideas to the market.
- Promotion of sales. Most writers tend to define this activity negatively as they define this activity as a promotional activity that remains after the introduction of personal selling, advertising, advertising and publishing activities of the overall promotion activities, ie: Sales promotion activity - promotional mix - (personal sale + advertising + publicity publication).
- Public Relation: Public relations are defined as the activities carried out by the Organization to achieve good relations with the public. Public relations are also defined as the activity that relates to the relationship and communication of the organization with its different audiences. This audience includes consumers, suppliers, shareholders, employees of the company, government and the general public in general.
Public relations may take the form of a formal or informal program. The company also uses many means and methods such as issuing periodic newsletters, holding press conferences, announcing institutions, holding exhibitions, carrying some sports or social activities on air in television, and providing some Services that serve the community in which the organization is located, such as schools, clubs, etc.
But the PR - on the other hand - has its pros. What is published as public relations is published or broadcast is free as well as what is published or broadcast as news in a newspaper or a word or column for one of the book, has more credibility with readers and listeners, while advertising represents from the perspective of the recipient what prompted the declared organization to say or publish, and how its goods A wonderful . People often refer to the results of public relations or advertising such as citing your company as a successful example in an article in a newspaper or magazine as a free advertisement, but this is not entirely accurate for several reasons.
First, these actions are usually not free of charge. It took some time for someone to develop a strategy of propaganda or promotion or to write a newspaper article or to work in any activity that resulted in this mention and mention. Secondly, this is not an advertisement.