PROMOTION PROGRAM

A. INFORMATIVE PROMOTION

Informative promotion is attempts to give information about the product, usually in an impressive sounding way. This is often used by the Government, for example to inform people of new laws. Management may need to make their audience aware that their product exists, and to explain exactly what it does. This is a particularly important objective for new products. Informative promotion aim to alert the market about a firms  products, especially new ones. It is commonly used when promoting existing product that have been updated.

*Inform (Informing), can be:
- Inform the market about the existence of a new product;
- Introducing a new way pemakaiah of a product;
- Delivering changes to the market price;
- Explaining 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.

B. PERSUASIVE PROMOTION

Persuasive promotion aim to encourage customer to make purchase, to switch from rival brands and to create loyalty for the product or brand. An important stage in creating favourable attitudes towards the business and its brands. Through persuasive promotion, management will seek persuade to customers and the trade that their brand has benefits that are superior to competitors. Promotional campaign to persuade called persuasive. Promotion persuade a critical stage of the competition in which the company's goal is to build selective demand for a brand. A number of persuasive campaign has stepped into the promotion category comparison, this campaign seeks to build their superiority through a specific comparison with one or more other brands in a product class.

*Persuade target customers (persuading) to:
- Establish brand choice;
- Forward to a particular brand choice;
- Changing customer perception of product attributes;
- To encourage buyers to shop on the spot;
- Encourage the buyer to receive a visit salesperson.

C. REMINDING PROMOTION

Reminding promotion is very important in the promotion stage of maturity of a product to maintain consumer perception about the product. Reminder promotion strongly associated with convincing, that is trying to convince buyers that they have done the right choice. reminder promotion are used to retain customer awareness and interest of an established product. If target customer already have positive attitude about a firms marketing mix, a reminder objective might be suitable. This object can be extremely important in some cases. Even though customers have been attracted and sold once, they are still targets for competitors appeals. Reminding them of their past satisfaction may keep them from shifting to a competitor. For example, Campbell realizes that most people know about its soup, so much of its advertising is intended to remind.

*Remind (reminding), may consist of:
- Remind buyers that the product concerned is needed in the near future;
- Remind the buyer will be the 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.

• WHAT IS PROMOTION?

Promotion is one of the primary elements used in the marketing mix. Then, promotional efforts should work in harmony with product marketing, pricing and distribution action that target prospects and customers. When assembling a promotional plan, marketers typically employ one or more of the following five promotional subcategories : Personal Selling, Advertising, Sales Promotion, Direct Marketing, and Publicity. An activity designed to increase the demand for a good or service. For example, an advertising firms designed a promotion for a new hybrid vehicle being introduced by an automobile manufacturer. Any form of communication a business or organisation use to inform, persuade, or remind people about its product an improve its public images.

These communication tools serve as tactics within the promotional plan to accomplish objectives such as :

- Increasing Sales

- Launching new Products

- Creating and Building Brand Equity

- Establishing Market Positioning

- Retailing Against Competition

- Strengthening Brand Image

• WHAT IS SALES PROMOTION?

All marketing activities, over than personal selling, advertising and publicity, that are used to stimulate consumer purchasing and sales effectiveness. Sales promotion is the process of persuading a potential customer to buy the product. Sales promotion is designed to be used as a short-term tactic to boost sales-it is rarely suitable as a method of building long-term customer loyalty. Some sales promotions are aimed at consumer.Others are targeted at intermediaries and at the firms sales force.

There are many methods of sales promotion, including :

- Money of coupons – customers receive coupons, or cut coupons out of newspapers or a products packaging that enables them to buy the product next time at a reduced price.

- Competitions – buying the product will allow the customer to take part in a chance to win a prize.

- Discount vouchers – a voucher (like a money of coupon).

- Free gifts – a free product when buy another product.

- Point of sale materials – e.g. posters, display stands – ways of presenting the product in its best way or show the customer that the product is there.

- Loyalty cards – e.g. Nectar and Air Miles; where customers earn points for buying certain goods or shopping at certain retailers – that can later be exchanged for money, goods or other offers.

Objectives of Sales Promotion:

- Increase sales;

-  Inform customers about new products;

- Create a positive store or corporate image.

3 Characteristics on Sales Promotion:

- Short term activities;

- Offers some type of incentive;

- Can be successfully used in all channels of distribution.

• WHY DO WE NEED PROMOTION

Because a promotion very important, promotion is one of the primary elements used in the marketing mix. A promotion highly funcation as Discovery of the idea, Detailed Investigation, Assembling the proposition, Financing and Presentation of the Proposition. Product promotion  used to convince potential customers to buy products from it instead of from a competitor.

- Explains major features and benefits of its products;

- Tells where those products are sold;

- Advertises sales on those products;

- Answers customer questions;

- Introduces new products.