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Types of Promotion

Marketing's four Ps are product, price, place and promotion. Here we shall talk about promotion and the types of promotion. Though there have been many new marketing trends, the television changed the way promotion was done and the World Wide Web made it a whole new ball game, promotion in the marketing mix continues to be as important as it always has been.

The purpose of promotion is to give information about products or services and make customers buy your product or subscribe to your service. In field sales force parlance, promotion is called sales promotion, involving product promotion or service promotion in the market place.

A promotional plan mostly has its objectives positioning, new product or service positioning and acceptance, brand image creation, first time and repeat sales, and corporate image creation.

In types of promotion you have above the line promotion - media promotion via radio, television, newspapers and the World Wide Web. Above the line promotional methods also include cinema, posters, billboards and Internet. In below the line promotion, you have corporate communications, public promotion activities, product or service launches, trade shows, sponsorship, product placement, endorsements, direct mail, merchandising and personal selling (tele-marketing and promotions).

Types and examples of below the line promotion include in-store vouchers, special offers, loyalty card offers. In competitions, in-store and back of packaging competitions. Packaging too is important eye catcher.

It is often said that the promotion mix consists of four different components. These are advertising, sales promotion, public relations and personal selling.

Types of promotion

In advertising, the Internet has changed the way business is done as until it arrived, mass media communication was a one way street. The interactivity of the Internet has ensured quick feedback on advertisements as well as quality feedback.

In sales promotion, specialized short-term techniques are used, such as purchase coupons with expiration dates.

In public relations as many as possible favorable mention are sought through third party sources, mostly the news media, without any direct shell outs to information publishers.

In personal selling, there company representatives seek to influence those who have a role in the purchase decisions such as consumers and consumer associations. This could be face to face or utilize newer technologies such as video conferencing or text chat.

Product promotions comprise of percentage off per item, fixed sum off per item, fixed amount off for all, Buy X number or quantity and get one or more at a discount and free gift with purchase.

Order promotions comprise percentage off, fixed amount off and free gift with purchase

Shipping promotions comprise of free shipping, discounted shipping for an order , per item and for all items.

You must by now got a fair idea of types of promotion.

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