Now a day’s promotion is very effective tools to influence a custom
Promotion is one of the major tolls of the marketer , the role of promotion to a firm is always to :-
- Persuade the customer to purchase its product / services.
The key issues therefore are
- What to communicate?
- Where to communicate?
- When to communicate ?
- How to Communicate ?
Any communication has to go though three lanes
- Notice – You must be noticed by this customer .
- Belief – You must be believed by the customer.
- Feeling – You must be able to generate a positive felling in the customer.
In order to get noticed , many advertisements use children plus jokes/ cartoon for the product . e.g Babbon , Many communication use Amitab Bachchan or any other Bollywood actor , when Amitabh Bachchan say/ inform customer , then that is believed . Finally after all these , communication must generate positive felling in the customer , in that the customer is induced to buy .
The firm has several methods to communicate to the customer. viz.,
- Sales Promotion
- Personal selling
- Public Relations
- Trade Press Release
Amongst the various communication tools of publicity and Public relationship are free, While personal selling is most expensive form of communication .
Trade Press information refers to the communication of information to an interested socialist , advertising is on of the most common tools firms is to direct customer to buy/ create awareness about their product or service.
Advertising can be defined as a ” Communication of though , opinion or ideas to other people” ” It is a paid form of personal presentation and promotion of ideas, Goods and services by an identified sponsor .”