Promotion

Promotion includes all of the tools available to the marketer for “marketing communication”. Promotion involves disseminating information about a product, product line, brand, or company. Marketing communication has its own “promotion mix”, the basic ingredients being always the same. However, if you vary the amounts of one of the ingredients, the final outcome is different. You can integrate different aspects of the promotion mix to deliver a unique campaign.

The key to successful promotion is listening to consumer wants and needs and responding to those wants and needs. After an organization has listened to its public, studied its internal records, its policies and procedures structure to meet the desires of others, it is ready to promote. Pre-testing of promotional message helps to assure the organization that the message will be effective. The means a promotion manager uses to reach the public is called the promotion mix. The means of the promotion mix are:

· Personal selling – is an effective way to manage personal customer relationships. Sales people act on behalf of the organization. They tend to be well trained in the approaches and techniques of personal selling. However sales people are very expensive and should only be used where there is a genuine return on investment. For example salesmen are often used to sell cars or home improvements where the margin is high.

· Sales promotion is referred to all promotions apart from advertising, personal selling, and public relations.

· Public relations are defined as the deliberate, planned and sustained effort to establishand maintain mutual understanding between an organization and its public.

· Direct mail is very high focused upon targeting consumers based upon database. The mail is sent out to the potential consumers and responses are carefully monitored.

· Trade fairs and exhibitions are very good for making new contacts and renewing old ones. Companies will seldom sell much at such events. The purpose is to increase awareness and to encourage a trial.

· Advertising is used to develop attitudes, create awareness, and transmit information in order to gain a response from the target market.

· Sponsorship is where an organization pays to be associated with a particular event, cause or image. The attributes of the event are then associated with the sponsoring organization.

A promotion mix is some combination of promotional tools (for example advertising, personal selling, public relations, publicity, sales promotion, a good product or service, word-of-mouth) that can be used to communicate with various public.

Most companies develop a fixed attitude towards promotional expenditure which is often unrelated to its effectiveness.

Promotion is generally sub-divided into two parts:

· above-the-line promotion – promotion in the media (e.g. TV, radio, newspaper, magazines, Internet, mobile phones, posters) in which the advertiser pays an advertising agency to place the advertisement (ad).

· below-the-line promotion (leaflets, sponsorship, product placement, endorsements, sales promotion, merchandising, direct mail, point of sale, catalogues, brochures, trade gift).

Above-the-line methods and below-the-line methods tend to be reflected in a long and short term effects on sales; above-the-line expenditure is in a long-term sales development and below-the-line is in short-term changes.

Each public calls for a separate mix. For example, consumers are usually most efficiently reached through advertising. Large organizations are best reached through personal selling. To motivate people to buy now rather than later, sales promotion efforts such as coupons, discounts, special displays, premiums and so on may be used.

A promotional plan can have a wide range of objectives, including: sales increases, new product acceptance, creation of brand equity, positioning, competitive relationships, or creation of a corporate image.

Exercise 3. Answer the following questions:

1. What does promotion involve?

2. What is the key to successful promotion?

3. What is personal selling?

4. What is sales promotion?

5. What does a promotion mix mean?

6. How can you define public relations?

7. How is a promotion mix sub-divided?

8. What is the difference between the above-the-line method and below-the-line method?

9. How can you motivate people to buy now rather than later?

10. What are the objectives of a promotional plan?

Exercise 4. Give Ukrainian equivalents of the following:

above-the-line promotion, to encourage a trial, competitive relationships, mutual understanding, trade gift, deliberate effort, to respond to wants and needs, return on investment, to deliver a unique campaign, final outcome, to reach through advertising, to sub-divide, word-of-mouth, to communicate to various public, trade fairs, to maintain, product placement, short-term effect, margin, the key to successful promotion, to assure.

Exercise 5. Give English equivalents of the following:

збільшення продажу, звязки з громадськістю, об’єднувати, атрибут, витрати, ефективно досягати за допомогою реклами, створення корпоративного іміджу, комплекс просування, мотивувати людей, прийняття нового продукту, поділятися на, відривний талон, брошура, взаєморозуміння, безперервний процес, бути обізнаним, база даних, запевняти, відновлювати, відповідати цілям, створення неупередженого бренду, підтримка.

Exercise 6. Match and learn the synonyms:

A: to reach, to call for, gift, sponsorship, placement, sustained, apart from, genuine, to gain, to meet desires, cause;

B: to get, to achieve, financing, to satisfy wishes, location, matter, to demand, constant, real, present, besides.

Exercise 7. Match and learn the opposites:

A: available, well-trained, short-term, above, direct, related, internal, expenditures understanding, final, wide;

B: unrelated, unavailable, external, narrow, misunderstanding, untrained, long-term, earnings, initial, below, indirect.

Exercise 8. Complete the sentences using the proper words from the list below:

integrate, margin, sales increases, potential customers, promotional tools, above-the-line promotion, personal selling, brand equity

1. Large organizations are best reached through …. 2. The mail is sent out to the … and responses are carefully monitored. 3. You can … different aspects of the promotions mix to deliver a unique campaign. 4. A promotional plan can have a wide range of objectives, including: …, new product acceptance, creation of …. 5. A promotion mix is some combination of … that can be used to communicate to various publics. 6. Salesmen are often used to sell cars or home improvements where the ….. is high. 7.... is promotion in the media in which the advertiser pays an advertising agency to place the advertisement.

Exercise 9. Put questions to the bold part of the sentence:

1. The key to successful promotion is listening to consumer wants and needs and responding to those wants and needs. 2. Consumers are usually most efficiently reached through advertising. 3. The salesperson acts on behalf ofthe organization. 4. Pre-testing of promotional message helps to assure the organization that the message will be effective. 5. After an organization has listened to its publics, studied its internal records, and its policies and procedures to meet the desires of others, it is ready topromote. 6. Sponsorship is where an organization pays to be associated with a particular event, cause or image. 7. The means a promotion manager uses to reach the public is called the promotion mix.

Exercise 10. Match terms in A with their definitions in B:

A	B
a) below-the-line promotion	1) the elements a promotion manager uses to reach the public.
b) direct mail	2) a kind of promotion, where an organization pays to be associated with a particular event, cause or image.
c) promotion mix	3) deliberate, planned and sustained effort to establish and maintain mutual understanding between an organization and its publics.
d) public relations	4) the way of promotionwhen the salesperson acts on behalf of the organization.
e) sponsorship	5) the type of promotion which places in leaflets, sponsorship, product placement, and others non-media tools.
f) personal selling	6) promotion in the media in which the advertiser pays an advertising agency to place the ad.
g) above-the-line promotion	7) kind of advertising which is focused upon targeting consumers based upon database.

Exercise 11. Translate into English:

1. Знижки, особливі покази, відривні талони та премії використовуються для того, щоб заохотити покупців купити товар. 2. Просування включає розповсюдження інформації про продукт, лінію продуктів, бренд, або компанію. 3. Компанії можуть самостійно продавати свій товар на торгових виставках і показах. 4. Поштове повідомлення надсилається безпосередньо до потенційного споживача. 5. Стимулювання збуту – це один з елементів комплексу просування товару. 6. Після того, як організація вивчить бажання та потреби своїх споживачів, вона готова представляти товар на ринку. 7. Попереднє тестування рекламного повідомлення допомагає впевнитись в тому, що повідомлення буде ефективним. 8. План просування товару може мати широкий спектр задач та цілей. 9. Атрибути торгової ярмарки асоціюються з організацією, яка її спонсорує. 10. Відділ зв’язків з громадськістю допомагає встановити взаєморозуміння між організацією та громадськістю.

Grammar: Appendix #1

v Modal verbs (need, should, ought to)

12. Insert modal verbs “should”, “ought to”, “need”:

1. One … store information or data in the computer’s memory. 2. You … pay great attention to this contract. 3. If you know English, you … coach your colleague in English grammar. 4. Do you … any discount for new equipment? 5. All marketers of our firm … know the difference between an innovation and an adaptation? 6. Managers … check up the results of the experiment again. 7. We … to help new employees in preparing documents for the meeting.

13. Make up sentences and translate them:

Consumers Sales manager Marketers Government Foreign guests Retailers Partners

should ought to need

pay great attention to living conditions. know everything about foreign trade. sign our documents at the meeting. implement new products in the market. perform many necessary functions. pay for their purchase in the market. visit the new computing centre.

14. Complete the sentences using should or ought to and the correct form of the verbs in the box. Translate sentences into Ukrainian:

1. How long will it take to drive to the office by car? Well, it … long. It isn’t very far from there. 2. We are still waiting for the meeting. It … half an hour ago. 3. Our firm … raw materials easily and under favorable conditions. 4. A new applicant … an interview last week. He worked very hard for this. 5. French partners … our contract documents tomorrow morning. The secretary posted them early today. 6. My colleague has only $ 100, but that … enough. We won’t need to buy many products. 7. One … instructions before working with the equipment.

15. Translate the following sentences into Ukrainian. State in what meaning the modal verbs are used:

1. You ought to call our partners from Italy again. – Yes, I suppose I should. 2. They must be very tired of their job. 3. Managers should not consult any lawyer. 4. But you need not get too upset, after all. 5. One must not avoid difficulties. 6. You ought not to speak about any discount. You are right. I shouldn’t do it. 7. You are to transfer him payments in full. 8. We needn’t go there. We can ring them up and inquire. 9. Remember, you must not change the terms of the contract. 10. Just to keep business mechanically going, you need much money.

16. Replace the infinitives in brackets by “should”, “need”, “ought to”, “have to” depending on whether you give an advice, permission not to do smth, criticize a past action:

1. It was week end, so you (not to go) to the office. 2. You never (to try) to do everything at once. You must think over everything. 3. You (to make up) your mind soundly and stop wasting you money. 4. You (not to give) all the details on the project. You know, we were dealing with well-informed people. 5. You (not to go) to the warehouse. We have all goods we need for sales. 6. I think you (to apologize), it’s your fault! 7. I realize now that I (not to worry). There was no danger whatever.

17. Comment on the meaning of modal verbs. Translate into English:

1. You needn’t meet him unless you like. 2. I think, we ought to be more careful in business. 3. Just to keep business mechanically going, you need money. 4. You should pay attention to the contract documents. 5. Students ought to work systematically if they want to be good experts in their field. 6. They oughtn’t to stop our research at the very beginning. 7. Employees shouldn’t criticize top managers in their presence.

18. Translate into English:

1. Вам слід зробити сезонні знижки на дитячий одяг. 2. Чи потрібно друкувати ваше замовлення? - Ні, немає потреби. Ви зможете зробити це пізніше. 3. То була моя помилка і вам немає потреби звертати на це увагу. 4. Вони розуміють, що їм не треба розширювати свій асортимент товарів. 5. Директор зобов’язаний докласти зусиль та прийняти вірне рішення. 6. Менеджер з продажу повинен повідомити партнеру про свій приїзд. 7. Що ви робите тут зараз? Вам слід бути на перемовинах вже зараз. 8. Чи потрібно новим працівникам приходити і заключати контракт з організацією? 9. Я думаю, він має бути чудовим економістом. 10. Вам слід підписати ці документи негайно.