Effective promotional strategy for the delivery of the company's products.

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Effective promotional strategy for the Organizations and companies engage themselves in intensified promotional appeal, particularly through advertisement in all available media ( television, magazines, newspapers, radio, etc.) to create awareness and possibly measure the sales volume of their products. Advertising and promotion are an integral part of our social and economic systems. In a complex society, advertising has involved into a vital communication system for both consumers and businesses. The ability of advertising and other promotional methods to deliver carefully prepared to target audiences has given them major roles in the marketing programs of most organizations. Companies ranging from large multinational corporations to small retailers increasingly rely on advertising and promotion to help them market their products and services.

In market-based economies, consumers have learned to rely on advertising and other forms of promotion for information they can use in making purchase decisions. While Patricidal B. Seybold stated that promotion is any communication used to persuade or remind people about any customer that the right product is available at the right price in effect promotion is not but communication to create a demand.

However, George, E.Belch, and Michael A. Belch defined promotion as the coordination of all seller-initiated efforts to set - up the channel of information and persuasion to sell goods and services or promote an idea. Even J. Paul Peter and James Domelly Jr. (1995) discovered that in marketing the word promotion is used in many ways. For instance, it is sometimes used to refer to a specific activity, such as advertising or publicity. In a general sense, the promotion has been defined as any identifiable effort on the part of the seller to persuade buyers to accept the seller's information and store it in retrievable form.

Importance of promotion.

Joel R. Evans Berman stated that promotion is the lay element of the marketing mix. For new products, people must be informed about the stereo and its features before they can develop a favorable attitude towards them. For products with some consumer awareness, the focus is not persuasion but converting knowledge to linking for every popular product. The focus is on reminding and reinforcing the existing consumer beliefs. The people and organization at which a film's promotional effects are aimed may fall into various categories: consumers, stockholders, consumer advocates, government, channel members, employees, competitors, and the public. Communication often goes on between a firm and each group, not just with consumers, organization, individual goods, services, images, ideas, communication, involvement, or aspects of an organization and individual's communication effects. Communication occurs through brand names, packaging company margins, display, personal selling, customer's service, trade shows sweep stake, messages in mass media such as radio, newspapers, television, direct mars, billboard, magazines, and transit. It can be a company's sponsored or controlled by / independent media, messages many emphasized information, persuasion, fear sociability, product performance, or comparison with competitors.

Stanton W. J. (1981) defined promotion as the design and management of a marketing sub-system to inform and persuade present potential customers. It makes it clear that there is a separate department (sub-system) in a firm that is responsible for the promotion task. Promotion importance is also evident from the expenditure and jobs in this area. The world's ten largest advertising agencies have overall annual billing of $115billion and gross increment approaching $15 billion, the international advertising association has 5000 members from 90 nations. In the united state alone, each year automakers spend $15billions, retailers spend $14biillions, 16 million people work in sales, 250 coupons are given out, and there are several thousand trade shows.

Nature of promotion:

Promotion is an exercise in formulation, persuasion, "he said that the three are related because to informed is to persuade who is persuaded, is also being informed" . Persuasion becomes effective through some forms of communication. As K. Kramer(1973) he said the basic nature of the promotional method is to inform potential customers of the value of the selling product to persuade them to purchase.

Then, judging by the two definitions, the readers need to understand that promotion is an act of communication in nature. Then, the purpose is to communicate with the largest market and succeed in influencing them either to bill for the goods and services or to promote an idea.

Promotion as a communication process:

As noted, promotion is an exercise for developing, implementing, and controlling the organization's communication program. A manager who understands communication theory will be in a better position for his promotional program. The communication process tells us how a source tries to reach a receiver with a message. In the communication process, there is a source in the message that a person tries to send a message, he encodes the message to the receiver that is, makes it transmittable form that is putting it into writing or spoken. The encoded message is taken to the channel of communication, either through personal selling or advertising on radio, television, newspapers e.t.c. It will be decoded by the receiver, he translates the message and sends feedback to be recovered as adopted in the promotional strategy in the company's marketing program.

Promotion methods:

The known promotional methods used in marketing are as follows:

Advertising is any paid form of non-personal presentation and promotion of ideas, goods and services by an identified sponsor. According to Bernhardt and Kinear (2001) advertising is the most visible and controversial activity carried out in marketing. To Neli H. Borden, advertising is a paid-for communication. It is used to develop attitudes, create awareness, and transmit information to gain a response from the target market. There are many advertising media, such as newspapers, (local, national, free trade, magazines and journals, television ( local, national terrestrial satellite) cinema, outdoor advertising such as posters, and bus sides.

Direct selling: It is known as multilevel selling and network marketing, this is a multi-billion dollar industry with hundreds of companies selling door to door or at home sales parties. A salesperson goes to the home of the host who has invited friends, salesperson to demonstrates the products and takes orders. The multilevel (network) marketing sales system works by recruiting independent business people who act as distributors. The distributor's compensation includes the percentage of sales made by those who or she recruits, as well as earnings on direct sales to customers.

Public relations: In the public relations journal stated the definition as defined by the institute of public relations as deliberate, planned and sustained efforts to establish and maintain a mutual understanding and good will between your organization and the public. Public relations are one tool that can be sued in both commercial and non-commercial organizations. It is important to note that public relations help in achieving results in advertising and marketing, it starts from the time you start thinking of an idea to the time you execute the idea.

Personal selling: J.Paul Peter and James. H. Domelly Jr. (1995) defines personal selling as a direct relationship between the seller and the prospects or customers. In a formal sense, personal selling can be defined as a two way flow and salesperson that is designed to accomplish at least three tasks.

Identify the potential buyer's needs.

Match those needs to one or more of the firm's products or services.

Based on this match, convince the buyers to purchase the products.

Personal selling element of the promotional mix can encompass diverse forms of direct interaction between a sales person and potential buyers, including face to face, telephone, written and computer communication. The behavior scientifically would likely characterize personal selling as a type of the personal influence. Operationally, it is a complex communication process, one still not understood by marketing scholars

Publicity: As defined by William O Bearden and Raymond W Laforge, publicity is the generation of information by a company news media that has a narrow focus. The primary publicity techniques are news releases, press conferences, and feature articles often presented on the business press, one of the advantages of publicity is its relatively high credibility because the messages are not paid for by a commercial sponsored. Information about a company presumably must be newsworthy or be published by objective sources. However, publicity messages may be revised by the media then released at a time most convenient to the broadcaster or publishers.

Sales promotion: Is generally defined as those marketing activities that provide extra value or incentives to the sales force, the distributors or the ultimate consumer that stimulate immediate sales. Sales promotion has broken into two major categories:

Consumer-oriented.

Trade-oriented activities.

Consumer- oriented sales promotion is targeted to the ultimate user of the products or services, such as coupon, sampling, premium, rebates, contests, sweepstakes and various points of purchase materials. These promotional tools encourage the consumers to make an immediate purchase and thus can stimulate short-term sales.

Trade sales promotion is targeted toward marketing intermediaries such as wholesalers, distributors and retailers. Promotional and merchandising allowances, price deals, sales contests, trade shows and some of the promotional tools used to encourage the trade to stock, and promote a company's products. Among many consumer package-goods companies, sales promotion is often 6o to 70 percent of the promotional budget. Some years past, many companies had shifted the emphasis of their promotional strategies from advertising to sales promotion, the reasons while an emphasis on sales promotion include declining brand loyalty and increasing consumer sensitivity to promotional deals, and also the retailers are now becoming larger and more powerful and are demanding more trade promotion support from companies.

Though, promotion and sales promotion are two terms that often create confusion in the advertising and marketing field. As you know, promotion is an element of marketing by which firms communicate with their consumers; it includes all the promotional mix elements, we had just discussed. However, many marketing advertising practitioners use the term more narrowly to refer to sales promotion activities to either the consumers or the trade (retailers, wholesalers).

Finally, based on the write-up, it could be drawn that promotion has been successful in establishing brand loyalty despite the competition for new and improved goods/products. This means promotion plays a major role in goods/ products, which can be used to prevent competitors from cutting the market share of the company. It is generally believed that promotional strategies in an organization are adopted to find out how the activities involved are practiced to achieve the organizational goals and objectives.