Its aim is to delivering some value to the customers so they purchase or sell goods and/or services. Advertising, however is one of many tools used in marketing to reach and inform consumers. Of the four P’s in the marketing mix, advertising falls under ‘promotion’. Some other marketing tools are public relations, sales promotions, directing marketing and personal selling. There are various types of advertisements, among them political, public service, retail and directory.
Lastly, promotion is the way marketers communicate with targeted customers to persuade them to purchase their products. To deliver intended value to the customers, firms must merge the marketing mix into marketing
Unlike an advertisement which concentrates on giving the consumer a reason to buy, sales promotion offers an incentive to buy. Sales promotion consists of short term incentives to encourage the purchase or sales of a product or service and it can take form of following promotions: • Consumer • Business • Trade or sales force
Sales promotion are short-term promotional activities firms use in addition to advertising, public relations, and personal selling in order to sell a product. (Tanner, & Raymond, 2010, p. 237). There are several types of sales promotion tools used to target consumers and other organizations. The sales promotion tools used to target customers include sampling, coupons, point-of-purchase displays, premiums, contests, loyalty programs, and rebates. Three sales promotion tools used in my country to target customers are sampling, coupons and loyalty programs.
(Generation Sharing Idea; n.d.). The marketing mix consists of the 4P’s known as product, price, place and promotion. Product refers to the actual product or service that an organisation sells to the market. Price refers to exactly how much an organisation expects a possible consumer to pay for the exchange of the product that they are selling. Place refers to where the different places as to where this product will be available in, and promotion consists of how the organisation plans to promote their product, such as through means of advertising.
Thirdly, sales promotion is meant to act as an authoritative tool of rivalry. The goal of sales promotions is as follows: 1. Introducing new goods or services: Sales promotion is often used to encourage potential shoppers to try new products and services. An example is the Spiceland Mall international Ltd in Grand Anse. It is the first and only shopping mall in the country to set up a supermarket.
The attention is essentially on how the firm could achieve its focused on clients and impart its message to them. Sales promotion is a key consider marketing campaigns, making a motivating force for clients purchase the product or services. Sales promotion consists of offers just as, free trials, guarantees, coupons, prizes and etc. The sales force is the substance of a firm towards clients when offering or providing clients solutions in either products or services. Public relations include generating and arranging a situation or program where the firm can advance and in some cases secure the products or the appearance.
Marketing Communications Mix Tools (or Promotion Mix Tools): The specific blend of promotional tools that the company uses to persuasively communicate customer value and build customer relationship. (Kotler & Armstrong, 13E, Principle of Marketing). In a sense, marketing communications is the “voice” of the company or organization. Consists of eight major marketing communications mix tools, street hawkers are widely applying four of them. These four marketing communications are- • Advertising: Any paid form of non-personal presentation and promotion of ideas, goods or service by an independent sponsor.
The second tool is the direct marketing: it is a station method of advertising, which makes the link between the businesses and nonprofit organization direct to the consumer. The third tool is the publicity or public relation, which is the managing the flow of information process between the public and organization or an individual to practice. The fourth tool is the sales promotion. Sales promotion is to work for a limited time through media and non-media marketing communication to raise the consciousness about the client demands and develop the product availability. The last tool is the personal selling is the way of convincing people to buy the products or service through face to face and in an oral presentation.