catatan

One of elements of marketing mix is promotion. The rest is product, price and place. Producers have to consider all of elements of marketing mix to meet business objectives. One element strengthens each other. Promotion makes consumers know about the products whether goods or services. Promotion also concerns to the existing product when it enters new market. Promotion also applies to the new product to be sold whether in the existing market or new market.

There are some forms of promotion.
a. Advertisement
b. Promotion
c. Personal selling
d. Public relation
e. Customer service

There are some aims of promotion.
a. To increase sales of existing product
b. To increase market share of existing product
c. To introduce the new product to the existing market
d. To expand the new product to the new market
e. To accrue either product or company image
f. To accrue profit

Explanation.

a. Advertisement

There are some processes of advertising.
1. Set objective
2. Determine the advertising budget
3. Determine the campaign activity
4. Determine the media of advertising
5. Evaluate the effectiveness of advertising

There are some types of advertising.
1. Informative advertising
The main objective of this advertisement is giving full information about the product.
2. Persuasive advertising
The main objective of this advertisement is persuading either consumers or target audiences to buy the product. Target audience is people who are proposed to buy the product.

There is one model that is called AIDA Model to promote product. AIDA Model is abbreviation of Attention, Interest, Desire and Action.
1. Attention. How to make consumers aware with the product.
2. Interest. How to make consumers interested with the product.
3. Desire. How to make consumers want to buy the product.
4. Action. How to make consumers have bought the product.

Producers have to pay attention with the media that is used. Every advertising media has both advantages and disadvantages. Producers have to concern with the objective of advertising. Here some of media advertising.
1. Television
2. Radio
3. Newspaper
4. Leaflet
5. Internet
6. Poster
7. Neon light

b. Promotion

There are some types of promotion.
1. Price reduction. Consumers have discount for the next product that they buy. Seller might give 50% discount for the second good that consumers buy.
2. Gift. Consumers need to collect the coupon and then exchange to get present from the seller.
3. Competition. Seller gives present to the consumers by following competition. Consumers might get present if they win.
4. Point of sales display and demonstration. Company chooses certain shops to sell its product. Apple has AppStore to be place to sell its product.
5. After-sales service. It occurred sometime when costumers bought product but then they were unsatisfied with the product whether it was broken or different sort. If the product is broken consumer needs to go to shop and repairs the product. It is no cost for consumer. When the product is distinction with what consumer ordered than it needs to be exchanged.
6. Free sample. Producer when launch new product will give to consumer to try the new product. Might be in the market and usually for daily product such as drink, bread and etc.

c. Personal selling

At most company sells product based on its expectation. It happened when Cigarette Company sent ‘sales promotion girl’ directly to consumers to persuade them buy cigarette. Insurance company does also by sending ‘person’ to give explanation to consumers both other companies and individual.

d. Public relation

The objective is making good image of company in consumers mind. In practise public relation is giving sponsorship to particular events such as cigarette company supports sport events to shape image that cigarette company care to human health.

e. Customer service

Customer service could be done in some ways such as
a. Giving advice to consumers based on their need
b. Giving free sending service to consumers
c. Giving credit facilities to consumers so hopefully every consumer can afford it.
d. Giving after-sales service if there is imperfect product