Ghana Technology University College

Sales promotion is one of elements of promotional mix. Sales promotion uses media and non-media marketing communications for set, limited time to increase consumer demand, stimulate market demand or improve product availability. Sales promotion can be directed at either the customer, sales staff, or the distribution channel members (retailers).Sales promotion directed at the consumer is called consumer sales promotions. Sales targeted at retailers and wholesale are called trade sales promotions, its done to attract new customers, to hold present customers, to counteract competition, and to take advantage of opportunities that are needed by market research. Example of sales promotion includes; contest, coupons, freebies, premium. While marketing promotion refers to any type of marketing communication used to inform or persuade target audience of the relative merits of a product, service, brand or issue. It helps marketers to create a distinctive place in customers mind. The aims of promotion are to increase awareness, create interest, generate sales or create brand loyalty. Promotion is one of the elements in the promotional mix. There are personal selling, advertising, sales promotion, direct marketing and may also include event marketing, exhibitions and trade shoes. A promotional plan specifies how much attention to pay to each of the elements in the promotional mix and what proportion of the budget should be allocated to each element.

Trade-oriented sales promotion programs are directed at the dealer network of the company to motivate them to sell more of company’s brand than the other brands. It is also known as a push strategy, which is directed at the dealer network so that they push the brand to the consumers by giving priority over other competitor brands. Trade Sales promotion is a promotional inducement directed at retailers, wholesalers or other business buyers to arouse instantaneous states. Types of trade promotions are as follows:

IN-STORE DISPLAYS:

Are promotional fixtures in retail stores. Variations of in-store displays include point-of-sales display which is located near cash registers to encourage impulse buying. Floor stickers or advertisements for products on the aisle to draw attention to a product and special racks, or manipulation of a store shelf to make more space available for a product. Marketers use this to perceive as more visually appealing to consumers than product alone on a retail shelf.

SAMPLING:

This allows consumers to try the product in-store or free samples before buying. This can help reduce consumer’s apprehension about buying a new product or introduce them to a product they were familiar with before.

COUPONS:

They offer instant redeemable savings in certain products. Coupons can be featured on in-store displays on their own or on the product. Coupons reduce the price of product, making it more desirable to consumers. Coupons create brand awareness. The consumer sees the brand name of the coupon even when coupon is not redeemed. Marketers use this because; coupons encourage consumers to purchase brands on the next trip to the store.

TEMPORARY PRICE REDUCTION (TPR):

Is directly or indirectly lower the cost per unit of a product. Examples include Cent off promotion, where manufactures or retailers temporary reduce the price of a product and bonus pack promotions which offer extra product for free. Consumers benefit from either paying a lower price on a product or getting more of a product for the same price.

PREMIUMS:

It incentivizes consumers to purchase a product with a tangible benefit, such as no-obligations gift. Premiums make the product offer more valuable to consumers by including a related product for no additional cost.

COMMUNICATING:

Healthcare industry has multiple audiences to address to each audience demands customized messages which are emphasizing importance to them in different tones and different use of language. For instance in communication with clients about certain products focus should be on possibility for better and healthier life that product offers.

BUILDING THE BRAND:

Reputations decide fate for every, including healthcare company, and it’s made of image that company makes to itself and public opinion of that company and its work. One of the main factors of public opinion is the media. Media is vital for recognizable presence of company through positive publicity (articles, reviews, statements and interviews) which is important to ensure good relationship with media professionals. Besides creating a strong brand, helps keep interest of customers and pace with competition healthcare.EHANCE BUSINESS GROWTH: Through building strong brand and spreading messages and information that audience demand, healthcare companies are attracting new customers, maintaining good relationships with old customers and nourishing trust that builds them. Customer relations as public relation task require strategies that need to be integrated with sales marketing and management divisions in company.

COMPANY ADVISOR:

Because of constant changes and bold advancements in healthcare industry there is rising for potential crisis. Therefore public relation provides outsiders perspective and different outlook on problems assist during crisis. This more objective and very often creative vie can also be helpful in making everyday recommendations and advises for more effective business communication.

NOISE:

It’s anything which distracts from your message or idea. In marketing, noise is anything that distracts from your message. Noise can be caused by too many messages. For example, a print advertisement can have too many images or too much text. This will make it difficult for someone to remember what you are trying to communicate.

IMPACT OF NOISE FACTORS IN MARKETING COMMUNICATION

PHYSICAL NOISE:

The most common noise marketing definition is literal. Examples of this type of noise include many people talking at once in a small meeting room. Literal noise in marketing communications makes it difficult for the people involved in conversation to hear what other person is saying. Whenever possible, move conversation away from literal noise or attempt to reduce amount of noise. You can ask people to quiet down in meeting room or move conversation to a quieter location than lunch room. Physical noise can also include environmental sounds from around the office. Examples include construction workers digging up road outside your window or an ambulance driving by with the siren on which can be distracted during important conversations.

PSYCHOLOGICAL NOISE:

Psychological noise refers to internal thoughts, attitudes and preconceived notions affect how we focus, listen to and interpret messages. Emotions such as sadness, worry frustration can interfere with message transmission. For example, if you are worried about losing your job, you may not fully focus on what your manager is telling you about your performance review.

SEMANTIC NOISE:

Semantic noise business communication refers to differences in understanding of words that are used. This could be as a result of technical industry information or jargon that isn’t understood by one of people in conversation. Language barriers can also cause semantic noise, as can cultural differences in way words are used.

When dealing with a semantic noise barrier, it’s best to try to clarify situation as early as possible within conversation. For example, if you’re speaking with a customer that isn’t familiar with technical specifications of your product, illustrating components or showing them a picture of product may help to clarify message.

PHYSIOLOGICAL:

Physiological noise in marketing communication can refer to physical impairments such as deafness or blindness which affect the way people send and receive messages. Many business environments offer tools which help those with impairments communicate with their colleagues. When working with someone who speaks sign language, for example, you can learn important words and phrases to help in communicating with them.

LINGUISTIC INTERFERENCE:

Linguistic interference is a fancy name for what amounts to language differences that impact communication. As U.S population becomes increasingly diverse, employees are more often working with people who speak different languages primarily, or entirely.

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