Promotional Activities in Marketing: Definition, Needs, Objectives and Other Details!
Today’s market is full of offers and discounts. Marketers use multiple promotion programmers to entice customers to buy products and services. While objectives of advertising are long term and generally of brand building, sales promotion programmes often pursue a single goal, that is, to maximize sales in short run.
The consumer promotion programmers are visible to the audience because they are often advertised in the mass media. Companies also undertake trade intermediary promotion and sales force promotion programmer to increase sales. This is important because in both direct and indirect marketing programmed, sales and trade play an important role in the product and information flow process.
Top 6 Forms of Promotional Activities
1. Personal Selling:
It is the most important, the most effective and the most costly form of promotion. It is the best means of oral or face to face or direct communication. Personal presentation has the prospect of effecting sales. Its effect is to push the product through the distribution channel.
It is an impersonal method of communication as well as an impersonal salesmanship for mass selling and it is a means of mass communication. Advertising is also an important form of promotion and it costs less than personal selling.
3. Sales Promotion:
The marketing activities other than advertising, publicity and personal selling are known as sales promotion. It serves as a bridge between personal selling and advertising. It is an aggressive method of a selling.
It is a non-personal stimulation of demand as advertising. It stimulates demand for a product or service or a business unit by making publicity in radio, television or stage.
5. Public Relation:
It is a form of promotion. It creates, develops and maintains a bright image of an organisation on the public. Thus the goodwill of the seller increases and leads to good selling and promotes the sale of goods.
6. Point of Purchase Display:
It is the silent salesman that attracts the buyers’ attention to the product and makes them decide to buy. Promotion at the point of purchase is more effective. Proper display of products is done by manufacturers or distributors.