CHAPTER 8: PROMOTIONAL STRATEGY

Hi,

For promotional strategy, the elements of the promotional mix are advertising, public relations, personal selling and sales promotion.

First, I will explain about elements of the promotional mix in advertising. Advertising is a paid, non-personal communication transmitted through out-of-store mass media by an identified sponsor. The advertising objectives for retailers are lifted short-term sales, increase customers traffic, develop and or reinforce a retail image. Other than that, inform customers about goods and services and company contributed, ease the job for sales personnel and develop demand for private brands.

Next, the elements in public relations. Public relation is communication that fosters a favorable image for the retailer. The objective of public relations for retailers is to increase awareness of the retailer and its strategy mix, maintain or improve the company image, show the retailer as a contributor to the public quality of life, demonstrative innovativeness present a favorable message in a highly believable manner and minimize total promotion cost.

Most of the woman are easily attracted with the promotion.

Third, personal selling. It’s an oral communication with one or more prospective customers for the purpose of making a sale. The objectives of personal selling for retailers are to persuade customers to buy, stimulated sales of impulse items or product related to customer basic purchases, completed customer transaction, feed information back to company decision makers, provide proper levels of customer service, improve and maintain customer satisfaction and create awareness of items also marketed through the web, mail, and telemarketing.

Finally, sales promotion is encompassed the paid communication activities other than advertising, public relations and personal selling that stimulate consumer purchases and dealer effectiveness. The advantages of sales promotion are an eye-catching appeal, distinctive themes, added customer value draws customers traffic and increases impulse purchases while the disadvantages of personal selling are difficult to terminate, possible damage to retailer image, more stress on frivolous selling points and short term effects only.