ZIMSEC O Level Business Studies Notes: Marketing: Promotion

  • Organizations come up with promotional strategies to communicate with customers or clients
  • Promotional strategy- the choice of a target market and formulation of the most appropriate promotion mix to influence it.
  • Promotion refers to the organisational function concerned with the advancement of a product, idea, or point of view through publicity and/or advertising
  • These techniques are aimed at persuading, influencing and persuading customers
  • These techniques take a number of forms and they include:
  • Advertising-which is a non-personal, one way communication to promote the sale of goods or services via paid-for advertising in the media
  • Publicity-is the promotion of products via press releases to the news media which are published free of cost
  • Direct mailing-involves direct communication with customers traditionally via snail mail but increasingly through modern innovations such as email, social media messages
  • Packaging-is promotion by means of design and display. The intention is to create an impact at the point of sale
  • Sales promotion-refers to a group of activities including competitions, gifts, point of sale displays, leaflets, raffles and sponsorship aimed mainly at promoting the product
  • Personal selling-is a promotional presentation made on a person to person basis which usually involves two-way communication between salesperson and potential buyer
  • Merchandising-may include display techniques, free samples, on-the-spot demonstration, pricing, shelf talkers, special offers, and other point-of-sale methods.
  • Candidates often confuse promotion with advertising
  • It is important to know that promotion involves advertising as well as some of the activities mentioned above
  • Promotional mix-refers to a specific combination of promotional techniques employed to increase the sales a given product or family of products

To access more topics go to the O Level Business Notes

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