Nama : Visca Febrina
Kelas : 3 eb 23
Npm : 28210396
Bahasa Inggris Bisnis 2
What is promotion
Promotion is a form of corporate communication that
uses various methods to reach a targeted audience with a certain message in
order to achieve specific organizational objectives. Nearly all organizations,
whether for-profit or not-for-profit, in all types of industries, must engage
in some form of promotion. Such efforts may range from multinational firms
spending large sums on securing high-profile celebrities to serve as corporate
spokespersons to the owner of a one-person enterprise passing out business
cards at a local business person’s meeting. Promotion is generally sub-divided
into two parts:
·
Above the line promotion:
Promotion in the media (e.g. TV, radio, newspapers, Internet and Mobile Phones)
in which the advertiser pays an advertising agency to place the ad.
·
Below the line promotion: All
other promotion. Much of this is intended to be subtle enough for the consumer
to be unaware that promotion is taking place. E.g. sponsorship, product
placement, endorsements, sales promotion, merchandising, direct mail, personal
selling, public relations, trade shows.
What is sales promotion
Sales promotion is one of the seven aspects of the
promotional mix. (The other six parts of the promotional mix are advertising,
personal selling, direct marketing, publicity/public relations, corporate image
and exhibitions.) Media and non-media marketing communication are employed for
a pre-determined, limited time to increase consumer demand, stimulate market
demand or improve product availability. Examples include contests, coupons,
freebies, loss leaders, point of purchase displays, premiums, prizes, product
samples, and rebates.
Sales promotion describes promotional methods using
special short-term techniques to persuade members of a target market to respond
or undertake certain activity. As a reward, marketers offer something of value
to those responding generally in the form of lower cost of ownership for a
purchased product (e.g., lower purchase price, money back) or the inclusion of
additional value-added material (e.g., something more for the same price).
Sales promotions can be directed at either the
customer, sales staff, or distribution channel members (such as retailers).
Sales promotions targeted at the consumer are called consumer sales promotions.
Sales promotions targeted at retailers and wholesale are called trade sales
promotions. Some sale promotions, particularly ones with unusual methods, are
considered gimmicks by many.
Kinds of promotion
Some promotions are based entirely on pre-established
criteria of what is expected of the employee. Requirements, qualifications and
experience may be criteria used to promote a worker to a new position. For
example, some jobs may require a bachelor's degree in a particular field, a
license, certification training or a specific number of years of work
experience. Abilities and skills are also criteria that create a foundation for
decision-making processes. These might include leadership skills, management
experience, marketing abilities or budgeting capabilities.
ü
Personnel Files
Personnel
files can come in handy when making promotion decisions. Many managers refer to
information about an employee's performance reviews and evaluations, skills
appraisals, disciplinary actions, and attendance records. An employee who rates
well in all areas may be chosen for a promotion over one who has repeated
attendance or disciplinary problems.
ü
Employee Potential
Managers
often see potential in young employees and give them opportunities to prove
themselves. Good attitudes, willingness to do whatever it takes and the ability
to learn are often perceived as good attributes in employees, even if they lack
the qualifications or full job requirements. Employers often see the skills
necessary to become a good manager or supervisor in an inexperienced employee.
ü
Discrimination Avoidance
Above
all, promotion decisions should be made that will avoid discrimination.
Regardless of the role, all employees should be considered without regard to
physical disability, race or sex, among other categories.
ü
Favoritism
Despite
attempts to guard against it, many promotions are still based on favoritism,
connections and friendships, according to a 2011 Georgetown University study.
In these situations, objective information is avoided in choosing someone for
promotion. Employers often promote employees they like and enjoy spending time
with. Being a good communicator is often cited as a reason for promotion,
however some supervisors promote employees simply because they have a good
rapport with the boss.
Why we need pomotion
We need
a campaign to
introduce products, offering products, product market and
sell a product that
has been completed we
produce in order to compete with other
companies.
PRESENT TENSE
1.
The advertiser pays an advertising agency to place the ad.
2.
Sales promotion is one of the seven aspects of the promotional mix.
3.
Sales promotion describes promotional methods using special short-term
techniques to persuade members of a target market to respond or undertake
certain activity.
4.
Some promotions are based entirely on pre-established criteria of what
is expected of the employee.
5.
Personnel files can come in handy when making promotion decisions.
6.
Many managers refer to information about an employee's performance
reviews and evaluations, skills appraisals, disciplinary actions, and
attendance records.
7.
Employers often see the skills necessary to become a good manager or supervisor
in an inexperienced employee.
8.
Many promotions are still based on favoritism, connections and
friendships, according to a 2011 Georgetown University study.
9.
Managers often
see potential in young employees and give them opportunities to prove themselves.
10.
Many managers
refer to information about an employee's performance reviews and evaluations,
skills appraisals, disciplinary actions, and attendance records.
PAST TENSE
1.
Much of this is intended to be subtle enough for the consumer to be
unaware that promotion is taking place.
2.
Sales promotions targeted at
the consumer are called consumer sales promotions.
3.
Sales promotions can be directed at either the customer, sales staff,
or distribution channel members (such as retailers).
4.
Sales promotions targeted at the consumer are called consumer sales promotions.
5.
Sales promotions targeted at retailers and wholesale are called trade
sales promotions.
6.
Should be made that will avoid discrimination.
7.
Regardless of the
role, all employees should be considered without regard to physical disability,
race or sex, among other categories.
8.
Some promotions are based entirely on pre-established criteria of what
is expected of the employee.
9.
Much of this is intended to be subtle enough for the consumer to be
unaware that promotion is taking place
10.
Media and non-media marketing communication are employed for a
pre-determined, limited time to increase consumer demand, stimulate market
demand or improve product availability
Bibliography
