promotion activities
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Retail promotion is any communication by a retailer that informs, persuades and reminds the target market about any aspects of the firm. Promotion include distribution of information about the brand, company or its products and services.
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Retail promotion is the elements that retailers should take into consideration to increase store traffic, store image as well as increase sales for the store. Retail mix is the specific combination of promotion methods such as advertising activities, personal selling activities and publicity activities.
PROMOTION METHODS
ADVERTISING
ACTIVITIES
SALES PROMOTION ACTIVITIES
PERSONAL SELLING ACTIVITIES
PUBLICITY ACTIVITIES
(1) Advertising activities.
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Retail advertising includes all paid forms for non-personal communication about stores, merchandise, service or ideas by an identified retailer. Advertising is bringing a product or service to the attention of potential and current customers.
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Product advertising
Institutional advertising
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Advertising is typically done with newspaper, magazine,direct mail, radio, television, outdoor and internet. Is paid non personal communication through various media by business firm, non-profit organizations and individuals who are in some way identified in the advertising message and who hope to inform and or persuade members of a particular audience, includes communication of products, services, institutions and ideas.
Magazine advertising
Radio and television advertising
Direct mail advertising
Outdoor advertising
(2) Sales promotion activities.
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Promotion keeps the product in the minds of the customer and helps stimulate demand for the product. Types of sales promotions include coupons, free samples, loyalty card, contest and others.​
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Promotion involves the use of media and non-media marketing pressure applied for a predetermined, limited period of time at the level of consumer, retailer or wholesaler in order to stimulate trial, increase consumer demand or improve product availability.
Special sales promotion
Coupon sales promotion
Contest sales promotion
Loyalty card
Sampling or demonstration sales promotion
Premium sales promotion
Frequent shopper programs
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The customer relationship by awarding discount or prizes to people for continued patronage.
Gift with purchase sales promotion
(3) Publicity activities.
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​Publicity is non personal communication that is typically in the form of a news story, which is transmitted through the mass media. Publicity is any unpaid form of non personal presentation of ideas, goods or services. In its simplest form, publicity involves conveying information and generating awareness about products and services to the general public or target audiences through various media.​
PRESS RELEASE
- A press release or new release is written material that announces a news type events. Television networks, radio station, magazines and newspaper as well as online resources well publish the announcement.
PRESS CONFERENCE
- A meeting organized for the purpose of distributing information to the media and answering questions from reporters.
(4) Personal selling activities.
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Personal selling is where businesses use people to sell the product after meeting face-to-face with the customer. The selling that involves a face to face interaction with the consumer. The sellers promote the product through their attitude, appearance and specialist product knowledge. They aim to inform and encourage the customer to buy or try the product.
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