Post on 03-Apr-2018
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MultiMedia by Stephen M. Peters 2001 South-Western College Publishing
Chapter15PromotionStrategies
Introduction to
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MultiMedia by Stephen M. Peters 2001 South-Western College Publishing
Learning Objectives
Explain how promotion can benefit firms.
Describe how advertising is used.
Describe the steps involved in personal selling.
Describe the sales promotion methods that are used.
Describe how firms can use public relations to
promote products.
Explain how firms select the optimal mix ofpromotions to use.
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MultiMedia by Stephen M. Peters 2001 South-Western College Publishing
Defining Promotion
The act of informing or reminding
consumers about the firms products or
services.
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MultiMedia by Stephen M. Peters 2001 South-Western College Publishing
Promotional Goals
Creating awareness.
Getting customers to try new product.
Providing information. Keep consumers from switching brands.
To get customers to use more product and to use it
more often.
Business Online:
Star Kist Tuna
http://www.starkist.com/7/29/2019 15Strategi Promosi
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MultiMedia by Stephen M. Peters 2001 South-Western College Publishing
Promotional MixFour Elements
Combination of promotion methods that a firm
uses to increase acceptance of its products.
Advertising
Personal selling
Sales promotionPublic relations
Optimal promotional mix is dependent on thecharacteristics of the target market.
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MultiMedia by Stephen M. Peters 2001 South-Western College Publishing
Five Types of Advertising
Product/Brand: features a specific product orservice.
Comparative: compares the companys product
with a major competing product.
Reminder: used to keep a products name in the
minds of the consumer.
Institutional: creates a positive picture about the
specific institution.
Industry: enhances the image of a specific
industry.
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MultiMedia by Stephen M. Peters 2001 South-Western College Publishing
Major Media Forms
Nontraditional Consideration
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Additional Media Forms
Dans Art
Transportation ads:
Good visual effectMoving ad
Example: local ads
ValleyFederal
Bank
Specialty ads:
T-shirts, hats,balloons
Example: Coke,
beer companies
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MultiMedia by Stephen M. Peters 2001 South-Western College Publishing
Personal Selling
Personal selling:
Is expensive.
Requires high training.Business Online:
Just Sell .Com
Personal selling: personal sales presentation used to
influence one or more consumers.
http://www.justsell.com/7/29/2019 15Strategi Promosi
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MultiMedia by Stephen M. Peters 2001 South-Western College Publishing
Six Personal Selling Steps
Identify target market.
Contract potential customers.
Make sales presentation.
Answer questions.
Close the sale.
Follow up.
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MultiMedia by Stephen M. Peters 2001 South-Western College Publishing
Sales Promotion
Most common strategies:
Rebates
Coupons Sampling
Displays
Premiums
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MultiMedia by Stephen M. Peters 2001 South-Western College Publishing
Public Relations
Public relations:
Gains free publicity.
Enhances firms image.
Most common strategies:
Special events. News releases.
Press conferences.
Actions taken with the goal of creating or maintaining a favorable image.
Business Online
http://www.prality.com/http://www.prality.com/7/29/2019 15Strategi Promosi
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MultiMedia by Stephen M. Peters 2001 South-Western College Publishing
Pull vs Push Strategy
Retailers
Wholesalers
Retailers
Consumers
Manufacturer
Promotion Consumers
Manufacturer
Wholesalers
Promotion
1 2
3
41
2
3
4
Pull Push
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MultiMedia by Stephen M. Peters 2001 South-Western College Publishing
Promotional Budget Influenced By
Phase of product life cycle.
Competition.
Economic conditions.
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MultiMedia by Stephen M. Peters 2001 South-Western College Publishing
Promotion and Product Life Cycle
Heavy
promotion
spending
Moderate
promotion
spending
Light
promotion
spending
Little or no
promotion
spending
Introduction Growth Maturity Decline
Phases
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MultiMedia by Stephen M. Peters 2001 South-Western College Publishing
Evaluating Effects of Promotion
Establish measurable objectives.
Determine whether goal is achieved. Recognize that economic conditions may have
an impact on overall success.