Key Terms for Public Relations Essay

We would not recommend promotions such as the "Champagne Invitational Preview", direct mailings or newsletters, but we would advocate development of a site on the World Wide Web to reach a brand new audience. We would also advocate "Love of Product" seminars for staff and retail partners because we think individuals who believe in the product sell it best.

adopted by various companies to influence the masses towards their products at large is part of their marketing strategy . Offering discounts and

One of the advantages of our product is its health benefit to its users. Using publicity as a marketing vehicle will be a great step in conveying information to the public about the advantages of the energy drink by maintaining the company`s image through publicity. Through such a vehicle, the public will understand that the company is committed to the welfare of the community (Olson, 2009).

At its heart, promoting a product is simply communication. “Consumer perceptions are a key component of success or failure, so organizations must strive to align communications into clear, concise, and customer-oriented messages”(Lumen, n.d). The point of promotion is to convince consumers to purchase the intended product. There are several promotion methods to choose from and nearly limitless media to use for promotion. Marketing departments must choose the method or methods and media that best reach the target consumer. In order to further illustrate the use of promotion methods and media, promotion strategies have been developed for a software company, a new toy, a health beverage, and a small airline.

Promotion is the major component of the company’s total marketing mix, its intent is to inform, persuade and influence people. Promotional activity is marketing in basically an exercise in communication. It is basic ingredient in non – price competition and it is an essential element in modern marketing. It is an exercise in information, persuasion and influence.

1) Invest heavily in market research section in order to create market-driven products and services.

“We offer innovative products and solutions that enable people to experience the best possible drinking water according to their individual needs”.

Promotion is one of the most important step that must be done in order to have a successful product or service. Promotion can definite as the channel that used to communicate with the target market or potential consumer. Without promotion, there are no one is going to purchase the product or service because the consumers are unable to aware on the product or service. Therefore, a good strategies of promotion will affect the future of the product or service. There are few famous promotion tools that often use by the marketer which are advertising, sales promotion, event and experiences, public relationship and publicity, direct marketing, word of mouth marketing and personal selling. Sensodyne they also use promotion tools to promote their product. From the information that we collected, we found out that Sensodyne had used advertising, sales promotion, public

-The pull strategy will be employed as we will use “advertising, promotion, and other forms of communication to persuade consumers to demand the product from intermediaries” (Kotler, Keller and Kevin 2012).

Promotion goes around informing the target market and customers about the product or service. Depending on the company size and what the company is selling, promotion can include personal selling, mass selling and sales promotion. The personal selling might be over the phone, Internet or face-to-face. Mass selling includes advertising (paid form of presentation of a product or service) and publicity (unpaid form of presentation). The sales promotion includes all these activities which are different from personal selling, advertising or publicity. Advertising is the most important part of promotion because it is the fastest way to increase sales.

“One of the purposes of a consumer promotion is to elicit a direct impact on the purchase behaviour of the firm’s customers” (Kotler, 1998; Blattberg and Neslin, 1990). “Successful promotions reflect brand image and objectives”

The main marketing tool will be self-branding on the social networks through Facebook, LinkedIn, and Youtube. These tools are free for registering. The company will be providing the description of the product via these tools to inform the works on how they can benefit from the product.

* Promotion – “The marketing activities that make potential customers, partners and society aware of and attracted to the business’s offerings.” (p.20)

The Main Components of the Promotion Mix Tools Available to Marketing Managers It is not enough for a business to have good products sold at attractive prices. To generate sales and profits, the benefits of products have to be communicated to customers. In marketing, this is commonly known as "promotion". Although promotion is not done only for these factors but for other such as to build brand loyalty, to reminds and reassure costumers, to launch a new product and maybe to defend market share by responding to competitors’ campaigns with their own advertising A business' total marketing communications programme is called the "promotional mix" and consists of a blend of advertising, personal

Promotion - Promotion is aimed at structuring brand attentiveness. Customers can try to sit in the car and feel it. The starting promotion as well is intended to persuade potential resellers to bear the product (quickMBA).