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Performance Element 4.01 PR: 002 Acquire a foundational knowledge of promotion to understand its nature and scope. Performance Indicator (B). Explain the types of promotion.
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Performance Element4.01 PR: 002 Acquire a foundational knowledge of promotion to understand its nature and scope. Performance Indicator(B). Explain the types of promotion
A. Define the following terms: product promotion, primary product promotion, secondary product promotion, institutional promotion, public service, public relations, and patronage.
Product promotion: A promotional method used by businesses to convince prospects to select their goods and services instead of a competitor’s brand.
Primary product promotion: Emphasis is on the product and its uses, and not on a particular brand. Primary product promotion aims to stimulate demand or consumer desire for an entire class of goods and services. Competition is between the two different industries. This type promotion useful when introducing a new concept or a totally new product.
Secondary product promotion: Also known as selective product promotion. Secondary product promotion is used to stimulate the demand for a specific brand of a product. Used to compete against other makers of the same type of product.
There are three kinds of institutional promotion—
Institutional promotion (corporate promotion): In Institutional advertising the company is the focus of the promotion instead of any products it sells.
In "Advertising Management" Arun Kumar says that institutional promotion "is concerned with the reputation of the store, with style leadership, quality merchandise and services."
“Public service. Public-service promotions inform customers about noncontroversial issues that are in the public’s best interest.
Many times, companies sponsor public-service announcements on local television stations, highlighting issues such as community drug prevention or after-school participation in sports or arts programs.
Public-service promotions build goodwill for the company, especially when they depict the company as a friend of the community.
Public relations. Public-relations promotions are created to deal with issues that are in the public’s interest but are also related to the company or its products.
These promotional activities may be either proactive (the business takes the initiative to promote itself) or reactive (the business engages in the activities in response to an external situation, such as a lawsuit).
They are used to influence a company’s image directly, such as improving a negative image or establishing a positive one before negative feelings arise.”
Patronage. Designed to get the customers coming back to the company, therefore, patronage promotion promotes a firm’s prestige or the firm features.
Customers benefit because these activities raise our standard of living and make us better educated customers who are able to make more intelligent purchases.
There can be many disadvantages of promotion as well.