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About this document
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- 65 pages
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- $45 one-time, yours to keep
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- Subject
- Business, Marketing
This document discusses various sales promotion techniques used by companies. It covers the marketing communication process, the importance of advertising, and a case study on Airtel’s sales promotion schemes. It is useful for understanding practical applications of sales promotion strategies.
What's inside
- Definition of sales promotion
- Marketing communication process
- Importance of advertising
- Case study on Airtel's sales promotion schemes
- Objectives and scope of the study
- Research methodology
Who it is for: Students studying sales promotion techniques in marketing. (Undergraduate)
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Summary
Sales promotion techniques are short-term methods to persuade target markets to respond. Examples of these techniques are shown through a case study of Airtel. Students learn about the marketing communication process and the importance of advertising.
Sales Promotion Techniques
Sales promotion uses special short-term techniques to persuade members of a target market to respond. Marketers offer something of value to those responding. Examples include lower purchase price or additional value-added material.
Marketing Communication Process
Marketing communication passes on the message of a product or sale to consumers. It has three elements. Advertising motivates to sell something and its purpose is effective communication between producers and consumers.
Sales Promotion Benefits
Sales promotion produces results by stimulating people to act. It can lead to trial, generate excitement, encourage repeat purchase, attract switchers. It produces immediate results during the promotion period.
Airtel Case Study
The case study of Airtel looks at sales promotion schemes running in a specific zone. It aims to determine the best sales promotion scheme and the consequences of current schemes. A survey shows that most people prefer prepaid connections.
Key terms
- Sales promotion
- Promotional methods using special short-term techniques to persuade target markets to respond.
- Marketing communication mix
- The four major tools of marketing communication: advertising, incentive policy, services and distribution.
- Advertising
- Motivates to sell something and its purpose is effective communication between producers and consumers.
- TDMA
- Time Division Multiple Access is a digital wireless technology that divides each digital signal into three time slots.
- CDMA
- Code Division Multiple Access is a digital wireless technology that separates voice signals by assigning them digital codes.
- NTP 99
- A telecom policy announced in March 1999 that replaced the high cost fixed licensing regime with a lower cost licensing structure.
Questions this document helps with
- What are the benefits of sales promotion?
- What is the marketing communication process?
- What are the different sales promotion techniques?
Summary written with AI from the document's text.
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