Many people assume that the promotion and marketing has the same sense,
where the actual promotion is only one part of the working paper. Although often
associated with sales promotion but the truth campaign has a broader meaning
than sales because sales is only related to the exchange of property rights by
the salesperson, while the promotion is any activity intended to inform,
persuade or influence consumers to keep using the products produced the
company. promotion of understanding proposed by Philip Kotler is as follows:
"Promotion encompasses all the tools in the marketing mix Whose mayor is persuasive communication".
Promotion includes all the tools in combination-slat main role of marketing is to hold its communication campaign to persuade the communication is a process of delivering the message or news about the products / goods or services from sellers to potential buyers (consumers).
Promotion is concerned with a method of communication that is aimed to the target market about the right products that are sold at the right place at the right price. Promotion includes sales by individuals, bulk sales and sales promotion. The third is based on the opinion above it can be concluded that the promotion is the efforts made by companies to influence consumers into buying products produced or to convey a message about the product by the way communicating with the listeners
(Audience) that are persuaded. At prateknya although the implementation of this promotion is generally done by the seller / manufacturer, the purchaser or prospective purchaser sometimes sometimes consciously or unconsciously has also done promotions, for example if they want any information / details regarding the price, quality and so on of the sales. For example in the state of everyday life there are times when people talk too offensive or certain products, generally the wish to buy a house or to say that tomorrow night at Juwita very good movie, so in this case the person was carrying out kegiatankegtatan promotion.
As has been said above, the basic purpose of the implementation of the promotion is to influence consumers into buying products produced sellers. Conducted a campaign without having the same goal with performing work in vain. Promotional purposes is fundamental in making the overall promotional program that will be run by the company in order to achieve what he wanted, and then will follow the next steps. Virtually every company that has a promotional program when seen obviously that the purpose of the promotion each equally often with each other. However, in general, a campaign has purpose, among others, as follows:
1. Appearance:
One important goal of the campaign is the promotion pasan pads should be able to deliver a number of prospective buyers intended or targeted, thus companies should mem1lih yens mane can be reached to the designated buyers. In order to consider this apparition lengkah steps as follows:
- Determining the prospective buyers in the target or the target.
- Specifies the number of prospective buyers intended.
- Selecting the most appropriate media to reach the prospective buyers.
2. Attention:
Promotion should be able to attract the attention of consumers ateu prospective buyers to go, but are often very difficult to draw the attention of prospective buyers that we do terhadappromosi caused so much promotion done also by other companies, so that the attention of prospective buyers not only focused on the promotion by the company which includes a number of other edvertensi, sales promotion and other promotional efforts. So the company is faced with the problem of how that campaign undertaken by other companies.
Ways that can be done to attract the attention of prospective buyers such as providing links to a particular event, the use of which has been popular in the public eye in reklamenya, highlight what is more a product feature that is not found in other products, and so forth.
3. Comprehension:
Promotional purposes other than promotion of understanding is achieved when prospective buyers interpret the message reached him. Prospective buyers often can not understand the promotion are not well planned or that can attract attention, sometimes a change of media used can cause the message to be is not clear that the changing use of media we should also involve whether there should be a change in the message. Thus, companies must make sure that the messages conveyed through the media and can obviously attract attention, because many companies promoting various products, many potential buyers are interested, remember and understand some of the many promotional campaign there.
4. Attitude change:
After the promotion can be understood by potential buyers, the company expects a response from prospective buyers towards the promotion. Each promotion company 'must adjust to the resulting product to be able to change the attitude of its target buyers, such as changes in order to divert the buyer purchases from another company's products to the products produced by the company.
Many companies use classified ads changed attitude makes to prospective buyers, advertisements may not necessarily lead to the majority of buyers for immediate purchase.
5. Action:
In accordance with the ultimate goal of promotion is to increase the company's results through increased sales, the promotion of the most important goals is to be able to give rise to the action of its target prospective buyers, because it indicates the success or failure of a campaign.
"Promotion encompasses all the tools in the marketing mix Whose mayor is persuasive communication".
Promotion includes all the tools in combination-slat main role of marketing is to hold its communication campaign to persuade the communication is a process of delivering the message or news about the products / goods or services from sellers to potential buyers (consumers).
Promotion is concerned with a method of communication that is aimed to the target market about the right products that are sold at the right place at the right price. Promotion includes sales by individuals, bulk sales and sales promotion. The third is based on the opinion above it can be concluded that the promotion is the efforts made by companies to influence consumers into buying products produced or to convey a message about the product by the way communicating with the listeners
(Audience) that are persuaded. At prateknya although the implementation of this promotion is generally done by the seller / manufacturer, the purchaser or prospective purchaser sometimes sometimes consciously or unconsciously has also done promotions, for example if they want any information / details regarding the price, quality and so on of the sales. For example in the state of everyday life there are times when people talk too offensive or certain products, generally the wish to buy a house or to say that tomorrow night at Juwita very good movie, so in this case the person was carrying out kegiatankegtatan promotion.
As has been said above, the basic purpose of the implementation of the promotion is to influence consumers into buying products produced sellers. Conducted a campaign without having the same goal with performing work in vain. Promotional purposes is fundamental in making the overall promotional program that will be run by the company in order to achieve what he wanted, and then will follow the next steps. Virtually every company that has a promotional program when seen obviously that the purpose of the promotion each equally often with each other. However, in general, a campaign has purpose, among others, as follows:
1. Appearance:
One important goal of the campaign is the promotion pasan pads should be able to deliver a number of prospective buyers intended or targeted, thus companies should mem1lih yens mane can be reached to the designated buyers. In order to consider this apparition lengkah steps as follows:
- Determining the prospective buyers in the target or the target.
- Specifies the number of prospective buyers intended.
- Selecting the most appropriate media to reach the prospective buyers.
2. Attention:
Promotion should be able to attract the attention of consumers ateu prospective buyers to go, but are often very difficult to draw the attention of prospective buyers that we do terhadappromosi caused so much promotion done also by other companies, so that the attention of prospective buyers not only focused on the promotion by the company which includes a number of other edvertensi, sales promotion and other promotional efforts. So the company is faced with the problem of how that campaign undertaken by other companies.
Ways that can be done to attract the attention of prospective buyers such as providing links to a particular event, the use of which has been popular in the public eye in reklamenya, highlight what is more a product feature that is not found in other products, and so forth.
3. Comprehension:
Promotional purposes other than promotion of understanding is achieved when prospective buyers interpret the message reached him. Prospective buyers often can not understand the promotion are not well planned or that can attract attention, sometimes a change of media used can cause the message to be is not clear that the changing use of media we should also involve whether there should be a change in the message. Thus, companies must make sure that the messages conveyed through the media and can obviously attract attention, because many companies promoting various products, many potential buyers are interested, remember and understand some of the many promotional campaign there.
4. Attitude change:
After the promotion can be understood by potential buyers, the company expects a response from prospective buyers towards the promotion. Each promotion company 'must adjust to the resulting product to be able to change the attitude of its target buyers, such as changes in order to divert the buyer purchases from another company's products to the products produced by the company.
Many companies use classified ads changed attitude makes to prospective buyers, advertisements may not necessarily lead to the majority of buyers for immediate purchase.
5. Action:
In accordance with the ultimate goal of promotion is to increase the company's results through increased sales, the promotion of the most important goals is to be able to give rise to the action of its target prospective buyers, because it indicates the success or failure of a campaign.
