The American Journal of Management and Economics Innovations IMPACT FACTOR

(ISSN – 2693-0811) 2021: 5. 562

Published: September 13, 2021 | Pages: 1-5
Doi: https://doi.org/10.37547/tajmei/Volume03Issue09-01

Relevances Of Promotion In Marketing Strategy

Umar Mohammed Ali

PhD Of City University, Cambodia

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ABSTRACT

The study specifically is aimed at determining the relevance of promotion in marketing: an

investigation on why companies promote their products.

The study involves the relevance of promotion in marketing and impact of all promotional tools to
every marketing activity. Promotion as one of the marketing mix element is important in
understanding today’s success to marketing through endeavors on how to carefully implement it.

It is very important to note that promotion is in existence for a very long period of time thoughout the
world. The work carryout on relevance of promotion in marketing

KEYWORDS

Advertising, marketers, Coupons, management.

INTRODUCTION

Promotion as one of the marketing mix Although all the elements of marketing mix are
element has assumed many meanings over the essential, one has to give careful regard to
years. It refers to communication undertaken promotion, because it is the source of link
to persuade others to accepts ideas, concepts between the product offered and the
or things, promotion then is the customer. No matter how good and effective
communication functions of marketing. the product, the distribution and price, if some

The USA Journals Volume 03 Issue 09-2021 1

 The American Journal of Management and Economics Innovations IMPACT FACTOR
(ISSN – 2693-0811) 2021: 5. 562
Published: September 13, 2021 | Pages: 1-5
Doi: https://doi.org/10.37547/tajmei/Volume03Issue09-01

degree of communication does not take place Community Concord, Read Newspaper e.t.c
the customer will not have idea of the will be more economical.
satisfaction the product will give. Promotion
comprised of many elements that can According to Umar Mohammed Ali, “The basic
persuade the buyer to change heart which the objectives of promotion are to inform,
other elements o the marketing mix lack. A persuade, or remind target customers about
good product with good price can be rejected the company’s marketing mix and the
by customers, but a free sample of the product company itself. Agreeing on this, defining
or favourable description of the product by promotion objectives is critical if the firm’s
salesman can make the customer to buy. promotion is to be effective because the right
blend depends on what is to be accomplished.
MEANING OF PROMOTION
OBJECTIVES OF ADVERTISING
According to Umar Moh’d Ali “Promotion in
the marketing perspective is simply referred to Advertising certainly has some objectives
as communication embarked upon to persuade taking into consideration the high expenditure
others to accept ideas, concepts or things” or incurred in it. Advertising makes people aware
is a channel of communication to our of the existence and advantages of goods and
prospective customers in order to persuading services. It is a form of personal salesmanship
your customers to accept what you offered to (though advertising differs from personal
them. Through use of promotional tools. selling). It is designed to make familiar brand,
consumers would have form a number of
PROMOTIONAL TOOLS different impressions, probably both
favourable and unfavourable based on
The focus of this study comprised of the previous usage, recollection of past advertising
promotional mixes like advertising, personal attitude to packaging and price opinions of
selling, sales promotion and publicity. In other friends and so on. Advertising is unlikely to
words, various communication methods are succeed selling an inferior product more than
treated as variable for use alone or in once.
combination to communicate the want
satisfying attributes of products or services. PERSONAL SELLING
The achievement of a better understanding of
the promotional strategy to be used by Personal selling is a special form of
companies depends on many things like interpersonal communication, unlike
resources at hand, best possible way the advertising, sales promotion and publicity,
message will reach the intended group or which are mass communication forms.
individuals. It will be unwise for example for a Personal selling is carried out by salesman to
marketer having Borno State as target. the prospect inform of face to face basis.
Personal selling allows for bargaining to take
Market to advertise through the National place because effective communication takes
Network News. place quickly since the marketer comes to face
to face with the customers. However, as far as
Instead NTA Maiduguri, BRTV, Borno communication is concerned it is the most

The USA Journals Volume 03 Issue 09-2021 2

 The American Journal of Management and Economics Innovations IMPACT FACTOR
(ISSN – 2693-0811) 2021: 5. 562
Published: September 13, 2021 | Pages: 1-5
Doi: https://doi.org/10.37547/tajmei/Volume03Issue09-01

effective form of communication because it One of the oldest form of promotion and highly
enables response and feedback to take place, effective in the right situation. This method is
unlike the mass media where immediate really successful where the product or service
response or feedback will not be determined is obtain sufficiently, frequently for the
immediately by the marketers. coupons to build up reasonably quickly.

SALES PROMOTION It refers to certificates that entitled the bearer

to a stated saving on the purchase of a specific
Sales promotion comprised a wide variety of product. Coupons can be mailed, enclosed in
tactical promotion tool of a short term other products, they are very good way to
incentive nature designed to stimulate earlier stimulate sales of a mature brand as well as
and/or stronger target market response induce early trial of a new brand.
popular form of sales promotion include
coupons, premium give aways; exhibitions, c) Price Packs
free sample, after sales service, reseller
support, trade promotion, point of purchase They are also called money-off packs or deals.
displays, trading stamps, business This are offers to customers of a certain
conventions, contest games, sweepstakes, amount of money off the regular price of a
demonstrations, trade show, dealer incentive, product, flagged in the label or package.
trade allowances, customer education, bonus
d) Premiums
packs, brand and package e.t.c.
Are items of merchandise that are offered at a
The basic contribution of sales promotion
relatively low cost or free as an incentive or
include communication that is gain attention
bonus to purchasers of a particular product.
and provide information. Then they serve as
Inside (in pack) or outside (on pack) the
incentive, concession or inducement
package. The package itself, if a reasonable
designated to represent value to the receiver
container, may serve as a premium.
invitation also engage in the transaction.
e) Trading Stamps
For better understanding of sales promotion
tools, each of them will be touch briefly. They are special type of premium in which
consumers receive stamps from retailers in
a) Samples
making purchases and can redeem them for
These are free offers of units of a product or merchandise through premium catalogs or
trial of a product to customers’ samples can be stamp redemption centers. These stamps are
attached to other products, distributed door- used by grocery stores, gasoline stations,
to-door, mailed to customers, or featured in department stores etc.
advertising offer. This method is expensive but
f) Point of Purchasing displays and
undoubtedly by the best way to introduce a
demonstrations, called POP, this sales
product to potential new users.
promotion technique cover displays and
b) Coupons demonstrations that take place at the point of

The USA Journals Volume 03 Issue 09-2021 3

 The American Journal of Management and Economics Innovations IMPACT FACTOR
(ISSN – 2693-0811) 2021: 5. 562
Published: September 13, 2021 | Pages: 1-5
Doi: https://doi.org/10.37547/tajmei/Volume03Issue09-01

purchase or sale i.e next to the merchandise. a competition to induce them to redouble their
We often see posters or pictures of materials sales efforts over a stated period, with prizes
located near to the stores entrance is an going to the top performers.
example.
PUBLICITY:- Is another major marketing
g) Trade promotion – it takes the form of communication tool is a publicity. According to
a buying allowance offer by manufacturers to Umar Mohammed Ali the different between
wholesalers and retailers, which is a short term publicity and publicity in advertising you will
offer of money off on each case purchased advertise the good side of your products while
during a stated period of time. The purpose is in publicity you will advertise the good and the
to encourage dealers to buy an item or bad side of your products.
quantity that they might not buy otherwise. It
is often used to introduce a new product and PUBLICITY THEY ARE MADE TO ACHIEVE FOUR
compensate buyers for the trouble of adding it (4) MAJOR OBJECTIVES
to their stock.
These are;
h) Business convention and trade shows
1. Newsworthiness: Products that can
– industry trade association organize annual or
support interesting stories that news
more frequent conventions for their members
editors will accept are the best
and typically sponsor a trade show at the same
candidates for publicity.
time. Those who sell to this particular industry
2. Stimulus for sales force and dealers:-
are limited to participate in the trade show to
Publicity can be useful in boosting the
display and demonstrate their products to
enthusiasm of the sales force and
association members.
dealers when it might be lacking. For
i) Contest, sweepstakes and games. example, news stories, appearing
These devices present to consumers, dealers about new product before it is
and sales forces an opportunity to win launched will keep the sales force gain
something such as cash prizes. Trips, or goods- a hearing from retailers.
as a result of extra soft. In the customers area, 3. Need for credibility:- Publicity
a contest calls for consumers to submit an introduces an element of creadibility
entry a single estimate, suggestion to be by virtue of communicating the
examined by a panel of judges who will select message in an editional context.
the best entries. A sweepstake calls for Credibility is needed by new products
consumers to merely submit their names to be as well as mature products that the
included in a drawing of prizes winners. A game market has questioned.
calls for consumers to receive something every 4. Small budget:- Publicity, while it is not
time they make a purchase such as ‘bingo’ without cost, tends to be low in cost
numbers, missing letters – which may or may for producing exposures in comparison
not help them win a prize. On the other hand, with direct-mail and media advertising .
sales contest describe contests aimed at the smaller the company’s marketing
dealers or the sales force that take the form of communications budget, as stranger

The USA Journals Volume 03 Issue 09-2021 4

 The American Journal of Management and Economics Innovations IMPACT FACTOR
(ISSN – 2693-0811) 2021: 5. 562
Published: September 13, 2021 | Pages: 1-5
Doi: https://doi.org/10.37547/tajmei/Volume03Issue09-01

the case for using imaginative publicity 9. Kotler Philip. Principles of Marketing
to neutralize the advantage of a London: Prentice Hall International
competitor who has more Incorporation.
10. Mohammed Bomoi. Consumer Durable
CONCLUSION goods. Project. Maiduguri: University
of Maiduguri Printing Press, 1988.
The research work is on relevance of
11. William Starton J. Fundamentals of
promotion in marketing strategy in any
Marketing. Japa MC Graw Hill book
organization/company the management need
company, 1981.
put in to consideration that promotional tools
12. Wellbetcher W. William. Advertising.
are very important in communicating to the
New York: Macmillan Publishings
prospective customers, such promotional tools
company, 1979.
are advertising, publicity, sale promotion and
personal selling. Promotion is one of the
channel easily pass massages to the target area
and it also play a vital role in the business
development.

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