Promotional Activity

Promotional activities are techniques that marketing teams use to increase awareness of their brand, products and services. This can help them attract new customers, retain current customers and increase their company's revenue. Promotional strategies often aim to first make customers aware of their products and increase their interest. They then try to increase desire in target groups and convince them to take action by making a purchase.

The consumer promotion programmes are visible to the audience because they are often advertised in the mass media. Companies also undertake trade intermediary promotion and sales force promotion programme to increase sales. This is important because in both direct and indirect marketing programmes, sales and trade play an important role in the product and information flow process.

Difference between promotion and marketing

Marketing — is the process of bringing your product to the audience. It involves analyzing consumers' needs and competitors' products. This process implies creating, testing, pricing, and distributing a product.

Promotion belongs to the 4Ps of marketing. It's all about strategies and techniques that help communicate a product to the audience. The goal of promotions is to present your product, increase demand, and differentiate it. So, promotion is the basic element of marketing.

Top 5 Forms of Promotional Activities

Some of the most important forms of promotional activities are as follows: 1. Personal Selling 2. Advertising 3. Sales Promotion 4. Publicity 5. Public Relation

1. Personal Selling

It is the most important, the most effective and the most costly form of promotion. It is the best means of oral or face to face or direct communication. Personal presentation has the prospect of effecting sales. Its effect is to push the product through the distribution channel.

2. Advertising

It is an impersonal method of communication as well as an impersonal salesmanship for mass selling and it is a means of mass communication. Advertising is also an important form of promotion and it costs less than personal selling.

3. Sales Promotion

The marketing activities other than advertising, publicity and personal selling are known as sales promotion. It serves as a bridge between personal selling and advertising. It is an aggressive method of a selling.

4. Publicity

It is a non-personal stimulation of demand as advertising. It stimulates demand for a product or service or a business unit by making publicity in radio, television or stage.

5. Public Relation

It is a form of promotion. It creates, develops and maintains a bright image of an organisation on the public. Thus the goodwill of the seller increases and leads to good selling and promotes the sale of goods. Under competition and consumer-oriented marketing it is very effective.

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