AUTHORSVincent KimutaiIan Musya Nancy SugeMarther Bore

DEFINE THE FIVE PROMOTION MIX TOOLS FORCOMMUNICATING CUSTOMER VALUE

Introduction

■ Promoting products is important for any business because of the lasting impact promoting has on customers.

■ The promotion mix is the essence of what promoting is and how promoting is done effectively.

■ Promotional mix is also referred to as marketing communication mix.

Promotion Mix ToolsThe major promotion tools include:i. Advertisingii. Sales Promotions iii. Public Relationsiv. Direct Sellingv. Personal Marketing. Firms use specific blend of advertising, public relations, public selling and direct marketing to persuasively communicate customer value and build customer relationship.

Advertising

Includes any form of personal presentation and promotion of ideas, goods or services by an identified sponsor. Channels used for advertising include: Broadcast Print Internet Outdoor

Sales Promotion

It is the short term incentive to encourage the purchase or sale of a product or service.It includes: ■ Discounts ■ Displays■ Coupons■ Demonstrations■ Bundling

Public Relations

It involves building good rapport with the company’s publics by obtaining a favorable publicity, building up a good corporate image, handling and herding off unfavorable rumors, stories or events.

The media used for this includes; press releases, sponsorships, special events and web pages.

Personal Selling

This is the personal representation by the marketing and sales department for the purpose of selling a particular commodity and building customer relationship. It includes; Sales presentations Trade shows Incentive programs

Direct Marketing

■ Involves making direct connections with carefully targeted individual customers to both obtain an immediate response and cultivate lasting customer relationships.

■ It is done through the use of direct mail, telephone, direct-response television, e-mail and the internet to communicate directly with specific consumers.

■ Channels used for direct marketing include catalogs and telemarketing.

Direct Selling +/-

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