NAMA : ERMA YENI
NPM : 22210408
KELAS : 3 EB 19
1 What is promotion
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 ofproducers and consumers. According to Stanton (1996:138), says that "the promotionis 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 actionorgansasi 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 explainand 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 influencingconsumers directly or indirectly to menciptaan exchange in marketing.
2. What is sales promotion
Sales promotion is a form of marketing activities in addition to the presentation ofpersonal selling, advertisement, publicity, as well as the effectiveness of the agents.The implementation of sales promotion can be through performances, exhibitions,demonstrations, and all sales efforts.
3. Why do we need promotion
inform, influence and persuade, and remind customers about the company's objectives and its marketing mix. In detail these three promotional purposes can be described as follows:
1. Inform (informing), can be:
• Inform the market about the existence of a new product,
• Introducing a new way pemakaiah of a product,
• Deliver to market price changes,
• Explain the workings of a product,
• Inform the services provided by the company,
• Align the wrong impression,
• Reduce fears or concerns the buyer,
• Build corporate image.
2. Persuade target customers (persuading) to:
• Establish brand choice,
• Switch the selection to a particular brand,
• Changing customer perceptions of the attributes of the product,
• To encourage buyers to shop on the spot,
• To encourage buyers to receive visits salesperson.
3. Reminded (reminding), may consist of:
• Remind buyers that the product is needed in the near future.
• Reminding shoppers of places that sell the company's products.
• Make buyers still remember even though no advertising campaign.
• Keeping the memory of the first buyer fell on the company's products. For example, if the buyer wants to buy the expected soap brand Lux is the first memory. If viewed from the perspective of economics, the purpose of this campaign is to shift the demand curve for the product
company to the right and make a request to be inelastic (in the case of price rise) and elastic (in the case of price falls) while Rossiter and Percy (in Prayitno, 1993) classifies promotional purposes as the effects of communication as follows:
• Growing customer perception of a need (category need).
• Introduce and provide an understanding of a product to the consumer (brand awareness).
• To encourage the selection of a product (brand attitude).
• Persuading customers to buy a product (brand puchase intention).
• Compensate for weaknesses other elements of the marketing mix (puchase facilitation).
• Embedding products and corporate image (positioning).
In short promotional efforts related to direct a person to get to know the company's products, and understand it, changing attitudes, love, believe, and then ended up buying and always remember the product.
4. Kinds of promotion
1. Advertising (Advertising)
Non-personal form of promotion by using a variety of media aimed to stimulate purchases. Advertising offers a product to consumers by way ofthe reasons that buying
2. Face to Face Sales (Personal Selling)
Personal form of promotion with an oral presentation in a conversationwith a prospective buyer who intended to stimulate the purchase of a product or promoting activities by approaching to where the consumer is,by a salesperson / salesperson. With the direct contact between thesalesperson and the customer, then there was two-way communication.
3. Publicity (Publisity)
Regarding non-personal form of promotion, service or specific business entity with the way this information / news about it (mostly scientific) or an attempt to stimulate demand for a product in a non-personal non-commercial use. About these products in print and electronic media, as well as an interview featured in the media. This method is excellent forintroducing your company or products, because publicity can reachpotential buyers that can not be achieved by advertisement and personal selling.
4. Sales Promotion (Sales promotion)
Form of promotion beyond the above three forms intended to stimulatepurchases. Sales promotion offers a product in a way that gives incentiveto buy. Incentives can be in the form of money, goods or other additionalservices that are usually not included with the product.
10. Indicating present tense :
1. Promotion as a medium to bridge the interests of producers and consumers
2. Promotion is the communication of information sellers and buyers
3. The implementation of sales promotion can be through performances,exhibitions, demonstrations, and all sales efforts.
4. Compensate for weaknesses other elements of the marketing mix
5. Changing customer perceptions of the attributes of the product
6. Non-personal form of promotion by using a variety of media aimed to stimulate purchases
7. Remind and convince potential customers
8. Classifies promotional purposes as the effects of communication as follows
9. As well as the effectiveness of the agents
10. Goods or other additional services
10. Indicating past tense :
1. From the above it can be concluded that
2. Not included with the product.
3. As well as an interview featured in the media.
4. If the buyer wants to buy the expected soap brand Lux
5. Form of promotion beyond the above three forms intended to stimulatepurchases
6. If viewed from the perspective of economics
7. Prospective buyer who intended to stimulate the purchase
8. That can not be achieved by advertisement and personal selling.
9. In detail these three promotional purposes can be described as follows
10. Reminded (reminding), may consist of: