Matakuliah : J0084 / Introduction to Management
and Business
Tahun
: 2007
Versi
:1/3
Pertemuan 24 (Twentyfourth Meeting)
Promoting Product
Halaman 1
Learning Outcome
Student should be able to use promotion mix in
an optimal manner
to increase sales of product -> C3
Halaman 2
Learning Outline
• Promotion Background
• Advertising
• Personal Selling
• Sales Promotion
• Public Relation
• To Promote Optimal Mix Promotion
Halaman 3
1. Promotion Background
a. Promotion Mix
1) Advertising
2) Personal selling
3) Sales promotion
4) Public relation
Halaman 4
2. Advertising
a. Reasoning for Advertising
1) Brand advertising
Comparative advertising
Reminder advertising
2) Institutional advertising
3) Industry advertising
Halaman 5
b. Type of Advertising:
1) Newspaper
2) Magazine
6) E-mail
7) Direct mail
3) Radio
8) Telemarketing
4) Television
9) Outdoor Advertising
10)Transportation Advertising
5) Internet
11)Special Advertising
Halaman 6
3. Personal Selling:
a. Understanding Market Target
b. Contact Customer Candidate
c. Executing Personal Presentation
d. Answering Questions
e. Selling Completion
f. Follow up
Halaman 7
4. Sales Promotion:
a. Rebate
b. Coupon
c. Sampling
d. Display
e. Premium
Halaman 8
5. Public Relation
a. Special program
b. News
Release
c. Press
Conference
Halaman 9
6. Determining Optimal Mix Promotion
a. Target Market
1) Pull Strategy
Producer Promotion
Wholesaler
Promotion Retailer
Customer
2) Push Strategy
Producer
Wholesaler
Retailer
Customer
Halaman 10
b. Promotion budget
1) Product life cycle phase
2) Competition
3) Economic condition
c. To Evaluate and Change Promotion of
a Company
Halaman 11
Budget needed as long as product life
cycle
Sales
Volume
Moderate
promotion
Low
promotion
High
Promotion
Introduction
Phase
Growth Maturity Decline
Phase
Phase Phase
Halaman 12