Consumer Promotions Defined

The promotionPromotion is the business of communicating with customers. It will provide information that will assist them in making a decision to purchase a product or service. The pace and creativity of some promotional activities are almost alien to normal business activities.The cost associated with promotion or advertising goods and services often represents a size-able proportion of the overall cost of producing an item. However, successful promotion increases sales so that advertising and other costs are spread over a larger output. Though increased promotional activity is often a sign of a response to a problem such as competitive activity, it enables an organization to develop and build up a succession of messages and can be extremely cost-effective.

• The promoters have been trying to promote the concept through press and meeting with retailers.

Promotion is about how the customers are informed about a particular product or service and plays a vital role. So promotion basically carries the 3 Ps of the marketing mix by presenting that all important information to the right target market.

adopted by various companies to influence the masses towards their products at large is part of their marketing strategy . Offering discounts and

Promotion is a way company communicates messages on what the pruct does and what does the product can offer customers. It includes below elements:

The entire purpose of promoting products is to create awareness, persuade and inform customers about your product or service while identifying key features compared with competitive products. There are many benefits of performing successful promotion such as increasing sales and acquiring a greater market share, showing your products features and exposing competitive product’s flaws, teaching the market benefits of your product, explaining different usage of your product, conveying your brand image of your organisation and promoting new and improved features of your products.

At its heart, promoting a product is simply communication. “Consumer perceptions are a key component of success or failure, so organizations must strive to align communications into clear, concise, and customer-oriented messages”(Lumen, n.d). The point of promotion is to convince consumers to purchase the intended product. There are several promotion methods to choose from and nearly limitless media to use for promotion. Marketing departments must choose the method or methods and media that best reach the target consumer. In order to further illustrate the use of promotion methods and media, promotion strategies have been developed for a software company, a new toy, a health beverage, and a small airline.

This promotional tool is low in cost and high in business return and can reach as many potential customers as possible

Once one has identified a target market, he/she will have a good idea of the best way to reach them, but most businesses use a mix of advertising, personal selling, referrals, sales promotion and public relations to promote their products or services. However, in this study, promotion was looked at alongside pricing and product attribute. Further, Kotler & Ruth (2004) opine that promotion is characterized by advertising, publicity and sales promotion. Advertising involves non-personal communication transmitted through mass media. Publicity involves free promotion through news stories in newsletters, newspapers, magazines and television. Sales promotion involves all forms of communication not found in advertising and personal selling, including direct mail, coupons, volume discounts, sampling, rebates, demonstrations, exhibits, sweepstakes, trade allowances, samples and point-of purchase displays. Relatedly, Kotler & Ruth (ibid) assert that promotion is a method used to spread the word about a product or service to customers, stakeholders and the broader public. Once one has identified a target market, he/she will have a good idea of the best way to reach them, but most businesses use a mix of advertising, personal selling, referrals, sales promotion and public relations to promote their products or services. However, in this study, promotion was looked at alongside pricing and product

Many people strive to find the greatest deal on that one item they want. This is why companies price their products competitively. The store with the cheapest prices will usually get more customers. However, pricing your products lower than someone else does not always work. Companies also need to communicate why the product is worth the price to their customers. If consumers sees a product as a good value, they will be more inclined to purchase it (Sunday & Bayode, 2011). So, to get more customers, companies will put discounts on products in their stores. These companies do this in hopes of getting more sales. Do sales promotions really get results though?

Consumers promotion are based on any different kind of processes used to convince the consumers to purchase goods or services, usually these are based on promotion such as reduced prices, free samples, rebates, or even or other bonuses for a limited time to push demand for the particular product being promoted(Ogden & Ogden 2014). Consumer account for at least 20% of the value of the average shopping. Promotion are very popular because of demands of powerful retailers, because they help with brand management, the strength of the retailer emphasis is based on trade mostly consumer promotions (Planning promotions. 2011).

Marketing has a goal of reaching consumers in order have an influence on their purchasing decisions. According to Barone, Miyazaki & Taylor, “the influence on choice depends on the motivation brought on by the company” (2000). If you were to take a look around you, companies have been using different tactics to persuade the way that consumers view and choose products.

Promotions means to aware customers about the product by advertising on radio, TV and on social media like Facebook, twitter

Promotion is one of the marketing mix elements among a system of five in a promotional plan, known as the five P’s. These elements are personal selling, advertising, sales promotion, direct marketing and publicity.

Sales promotion consists of all other marketing activities except for personal selling, advertising and public relations. It can be defined as short term use of incentives and other promotional activities that stimulate the customer to buy a particular product. Sales promotion is generally used for a pre-determined specific time in order to increase market demand and boost sales. Sales promotion is comparatively cheaper to advertising.