BASIC STRATEGY SET PROMOTION

BASIC STRATEGY SET PROMOTION

Promotions That Concerning Communications
Sharp part of the marketing tools is the message (message) which dikomukasikan directly to prospective buyers through the various elements of the promotional program. If prospective buyers know products company, means a particular impression has been conveyed (either positive or negative impression) with such a product can be regarded as a symbol of communication. It is in fact the product has an "image" in the minds of the prospective buyer, so a trademark or the name of it is a symbol that conveys a message to prospective buyers. Menkomunikasikan packaging of goods is also ideas to increase or decrease the product image. Price also shows the idea of quality, and consumer image of the product sold.
Realization of the way - the way in which aspect - aspect of this marketing program increase or decrease the image of the product confirmed the importance of communication factors - these factors and the importance of membentukunya such a way that gives the desired impression. However, the program is promosilah which the main communication channels to prospective buyers. He will help us to plan an effective promotional program, if we briefly review our theory of communication and its application to the development tunjuan promotion strategy.

How Communication Works
Basic elements of communication system is the source (source), Message (the message), and the destination (goal). Source of bias that someone (such as commercial officer) or komukasi organizations (such as television, newspapers, or magazines). If consumers are receiving the message has to understand the meaning of the message, he may react in different ways. That is, he may be sending the message further. Communication is between a salesman with a prospective buyer, we need to add a feedback element (feed back) into our concept. Summarized, for effective communication, he must:

1. Attention
2. Using a reference signal to the common experience of the sender (sender) and destination (destination) to be able to understand its meaning.
3. Generating personal needs within a goal (destination) and shows several ways unuk meet those needs.
4. Suggested a way to meet the needs of the group in accordance with the situation, where the objective of getting them at the time he moved to provide the desired taggapan by the source.

This confirms that the importance of the sales program in providing a method - the method appropriate to deliver information and messages to prospective buyers persuatif. And if the task was not carried out effectively, then the entire marketing program will fail.

Solidarity Campaign Setting
To determine the best way to sell products, basic decisions about the nature of the promotion mix might be most effective. Especially how advertising, kewiraniagaan, consumer promotions (contests, prizes, and offers a combination), and dealer promotional activities can be combined into sautu effective sales mix.

Promotion Methods
List of tools - an important promotional tool that can be used to build an effective program penjuaan, are:

1. Ads
2. Kewiraniagaan (Personal Selling)
3. Consumer Promotions. (Gifts, race, Offer Combination)
4. The method aims to stimulate dealer advertising and promotion.
5. Exhibitions and exhibitions.
6. Resiporitas
7. Warranty and service
8. Offer komperatitif.

Choosing a Method Promotion
Because many methods of promotion, then experience shows that different types of products will require a mix of sales materials yag berbedapula This can be compared digambarksndengan industrial product promotion strategy with consumer goods. This triggered the variation in traits - traits competing brands, and also differences in the brand policy, distribution channels and pricing policies, tend to require a difference in the promotion mix to achieve a favorable outcome.

The influence of factors - these factors to base the promotion strategy would be described in the article - the following article:
1. Brands Wisdom influence. A businessman (manufacture) may choose to sell by using its own brand, or with his own brand of the intermediaries, or without wearing the brand.
2. The influence of Distribution Channels. The decision - a fundamental decision about the distribution policy will also affect sales strtegi.
3. The influence of price policy. In determining the price for a product, many differences pratek can dijaankan. In the sutu, seorangpengusaha may decide to compete primarily on price, with the result that only a small margin that can be obtained from these sales activities.
4. The recommended approach to determining promsi strategy.

I K L A N
Ads can digunakn products by entrepreneurs (manufacturers) or by the manufacturer to carry out various tasks as follows:

1. Promote sales of a brand through retailers - retailers that now with a subscription - a new subscription, the making subscriptions - subscriptions are now mebeli more products from the pad of the past.
2. Helping the sales of branded products to consumers by giving the name and address of the selected retailers that provide these products.
3. If the product is sold from house to house, then that product advertising will help sell the brand, with paving the way for its sales force and provide guidance for the salesperson to follow.
4. Distribution separately helps to get a new product, or expand the distribution of an old product, by stimulating demand in the stores - retail shops through consumer advertising, and generate interest in the retailer of the product through advertising aimed at them.
5. Encourage retailers to hold exhibitions, advertising, and are actively selling the product.
6. Expand sales of an industry, or to fend off a worsening sales trends

Larger percentage of entrepreneurs and producers of advertising aimed at raise the share (market) is obtained from the seller's individual brands, the ads are intended to encourage the selective demand.

Assessing Opportunities for Exploiting Consumer Ads
Factor - an important factor to note is as follows:
1. Ads may be more effective if companies follow the trend of primary demand and not vice versa.
2. Which determines the company the opportunity to affect the demand is there ample opportunity for direferensiasi products.
3. Relative role of the hidden qualities of these products to consumers. This hidden quality is the opposite of the qualities that can be viewed and assessed.
4. Motive strong emotional purchase that can be used dlam advertising appeal to consumers.
5. Most important is whether it is operating and Management provides many ways for advertising and promotional products to reach the market to reach.

When are prioritized Better Ad Campaign in Solidarity
Determination process to be used the method begins with a careful assessment of the opportunities that can provide useful contributions to the achievement of goals dikendaki. Ad consumers kedaan should take precedence in the following:
1. If the assessment shows that the condition is very good for the influence that the condition is very good for consumers and influence the assessment to create a quick action through the purchase of consumer advertising.
2. If the analysis leads to the conclusion that is not important in kewiranigaan profitable marketing for this product.
3. If dealers and uasha promotion methods - other sales methods, when used alone, was less hopeful of increasing sales rather than consumer advertising.

Problems - Other Problems of Ad Management
Must take decisions about how much money must be spent for this ad.
1. The media should be chosen that will bring tesebut advertising message.
2. Arrangements must be made for the creation of effective advertising
3. Must take steps - steps to measure the efetivitas ikaln, through the pre - test, as a means to maximize the results from the money spent.

KEWIRANIAGAAN
Kewiraniagaan (Personal Selling) is the second most important element for the executive to determine the combination of promotion in getting orders. Kewiraniagaan goal is:
1. Orders for the product.
2. Make active retailers promote and show off the product sales places.
3. Make a wholesaler (wholesaler) in cooperation with employers (manufacturing) to actively sell the product or to encourage retailers to actively place with advertising sales and sales promotion efforts of others, and
4. Educate those who can influence the purchase to select the company and its products.

Factors - Factors Affecting the Use of Kewirniagaan
Kewiraniagaan (personal Salesmanship) turns out to be an effective method when relatively large amount of purchase, if cirri - product features require explanation and demostrasi, when the goods were purchased in a rare lapse, and if prospective purchase has a long model of the products she wanted to tambahakan rates.

If a consumer needs to sacrifice a lot of the surplus to buy an airplane television, a refrigerator, car or home, it is necessary to persuade power (persuasion) of the sales force to overcome the natural reluctance to buy from potential buyers. Kewiraniagaan aggressive tend to be the essential method for the marketing of such products.

Problems - Other Problems Concerning Management Salespeople
1. How to Recruit and salesperson with Caliber memiih desired.
2. How to train new salespeople so that they can perform their functions effectively.
3. Method salary / reward what to wear.
4. How to encourage people - the person to attempt a maximum in the job.
5. How to supervise people - these people so they use the best - best opportunity - an opportunity that is their area.
6. How to determine areas where people - people operate, and
7. How meniai salespeople's performance.

DEALER PROMOTIONS
Promotions dealers go round a third element into the mix meant by many manufacturing sales in an attempt to get the order. Promotions erbagai types include dealer ads, windows, and interior exhibition, product demonstrations, consumer contests, prizes, use a combination of supply, distribution of free samples - free, and activities - other activities aimed at increasing sales of a particular product brand.

Note that to identify the intermediary kebtuhan retailers by manufacturing brands that are related to the distribution policy of the company. So we followed a specific retailer distribution policy, it is necessary once it was taking steps menufactur - active steps to monitor the local sources with supplai this diindetifikasi brand.

So, the business - especially manufacturing efforts aimed at encouraging dealers to aggressively promote its brand. Dealer sales and advertising assistance may also be a means to facilitate the work dealership promotion. However, manufactur hold little or no advertising on its own brand name.

If the priority is Kewiraniagaan Retail, how far it takes Promotions Dealer?
If manufacturing retail distribution policy followed was elected (selected retail distribution), it is important for him to take active steps to ensure that the dealers identified himself as a local source of supply it. And if not, the desire to check the brand before making a decision to buy may be disappointed by not knowing where to go to get demontrasinya.

A product that requires personal kewiraniagaan aggressive (aggressive personal Salesmanship) by the dealer organization, then these efforts will be most effective if supported by a program of promotion of active dealers. Retail ads, exhibitions, and promotion can bring prospective - prospective buyer ketokonya or stimulate them to ask by phone or by mail. With such assistance, pre salesperson could use the time and talents effectively persuatifnya.

Campaign Encourages method Dealer
1. How far active ang dealer promotion is seen as crucial.
2. Is distribution selected or not.
3. Competitive practices, and
4. Costs related alternative methods.

CONSUMER PROMOTIONS
This consumer promotion aims to get a quick impact ditemapt pmbelian, perhaps together with one or more of the underlying objectives. This consumer promotion usage sngat controversial. It is clear that the need for a strong stimulus in the promotion of the program depends on whether the responses of early buyers (buying early respone) can or can not be expected from the combined effects of consumer advertising, and promotion kewirniagaan dealers.

So the consumer promotion is short-term practical tool which aims to stimulate an immediate response to place of purchase. When applied in appropriate circumstances, together - together with the element - another element in the promotion mix, so its use can give results in short janga. Will etapi, long-term benefits from the use of promotion is more difficult. If he is used to promote examples of coercion (forced sampling) of a new product, long-term benefits it may be achieved. And if it is used in the promotion of the brand that has tekenal and established (established brands), increasing its market share (share of market) is usually only temporary.

Determining combination Promotions
1. Deciding which method of promotion of the various methods which will be incorporated into this mix.
2. Determine whether it is possible to prioritize the most profitable consumer advertising consumer advertising, kewiraniagaan, dealer promotions, or use a method - other sales methods chosen for it. Taksirlah suitability of some of these methods to guide decision pengambilab.
3. Take a decision on how the method - the method is complementary promotion can be combined with the method - the preferred method is to terlaksanakan task - the task of selling the need for maximum effectiveness is achieved from the total mix (total mix) of this. Most of the promotion program is a combination of several methods.

APACS (Adaptive Planning and Control Sequence = Adjustments Planning and Supervision Order)
MSI study is berenaan with how the allocation of funds to blend the ad campaign, kewiraniagaan, and sales promotions in the marketing of products - new products. It also includes the promotion decision-making process from the time the work starts from the planning to the allocation of program funds for activities - certain activities.

According to APACS concept consists of 8 steps in decision-making process of that campaign, among others:
1. Formulate an issue and implement goals.
2. Assess the overall situation. Determine the market potential, manufacturing cost pricing policy, etc. as well as review past experiences.
3. Determine the tasks and get to know a tool - a tool.
4. Know the plan - a plan and mix - the combination alternative.
5. Taksrlah results - expected results. Use considerations and experience in line, field tests, and any management science techniques appropriate to predict the outcome based on the criteria for acceptable performance.
6. Review and decision by management.
7. Feedback from the results - the results and post audit.
8. Adjust the program if necessary. Revision or another strong goals, sub goals, and expenditure - expenditure required.
a) If at this stage no agreement can be obtained, or was this program is not possible, return to the previous stage and recycling (recycle) as needed.
b) Continue with the problem - another problem, if the plan has achieved a satisfactory allocation of the campaign.

B. FUND SET PROMOTION
The task is to determine campaign funds is a key factor, because the major decisions will be very influential on efetivitas promotion programs, and hence to profits. Its main purpose is to provide essential background for pendekan - for a total pendekan this promotion efforts in a particular year, or in terms of new products, for a period of several years.

APPROACH TO DETERMINE separately usual PERDANAAN
There are 4 methods on a common approach undertaken by the company - a company trading in real practice, among others:
1. Percentage of sales.
2. All funds are available
3. Competitive parity
4. Destination research

In conducting a survey of approaches to determine the advertising budget for the Association of National Advertisers few years ago, Ricard Webster declared that the installer ilan using two-way classification first - first suggested by CM Edwards and W.H. Horward:

1. Method of breakdown and
2. Method of life

Breakdown method is described as providing a number of funds that will dieluarkan (Disbursed) by the ads that are considered suitable, and the method is characterized builup-funding cirri analyze exactly how the money will be spent.

Percentage of Sales
A common approach under the classification breakdown is the number of round (lump sum) for the ad is determined by shifting their dollar sales by a certain percentage. The variation of this is to replace rencan percentage points with a certain dollar amount per unit and multiplying this number with the dollar sales (dollar sales).

Fixed Percentage Percentage Opponent Changed
This approach is quick and easy. The next gain is retained in the fund's limits - limits the ability of the company (because pengeluaranya associated with income). If all or most of its rivals in an industry using this method and applying the same percentage of sales, then the rival ads pengeuaran would think - about equal (proportional) with its market share (market share).

The most important is the fact that the fixed percentage method of sale is assumed that the funds must be ad meerupakan results achieved from the sale and not the cause of the increase in sales. In accordance with budget constraints, this percentage can be modified to reflect changes in competition, the responsiveness of the buyer, and the condition of the company.
If this ad terutamaa funds is determined by the amount of work to be done in any given year, executives may provide an amount for profit in the period when it is estimated that income in one or two next year will offset the expenditures figures.

Past Sales Future Sales opponent as Base
In the year - the year before, the percentage figures which are often used is the sale of the past to raise the ad. This approach may cause the fund is too small or too large, depending on how the sales prospects for the coming year with dibandngkan recent years past. Looking backward can also make a company lose its best opportunity to maintain or expand its position in the industry. The most serious weakness when it is used by fixed percentage of the sales and not make a sale.

Because of this ketrbatsan, the percentage of sales approach the past has largely been abandoned people. Instead, future sales is more widely used. If future sales is used, then the advertising revenue that would be more in accordance with market conditions than the estimates using past sales. However, it must be remembered that the percentage of sales approach this future is still giving tekananutama to maintain ad spending within limits - the company's ability bats, take into account the constraints - constraints of the operating budget for the coming year.

All the Funds Available
An extreme example of this breakdown is pendektan where a company to allocate a portion of the available likwidnya funds and funds that can be borrowed to support the advertising program. Seluaruh approach ono tresedia funds may be closer to supporting the implementation of tasks - tasks that need promotion of the fund when it was limited to an agreed percentage of sales in accordance with the operating budget of any given year.
Ads can be expected to deliver profitable results ultimately Sagat, but financial difficulties may occur if ignored short-term cash and credit limit on advertising expenses. Therefore financial management must bus campaign spending limits according to the company's ability. This leads to the most serious weaknesses of the approach to "all funds are available" this. The weakness is the lack of logical relationship between the provision of funds by advertising opportunity.

So approach "all funds are available" is most - most only be an urgent steps are temporary that may be able to meet the needs of a new company that is less funding, or a company working capital deficiency because of rapid growth.

Competitive parity
Guiding principle of competitive parity approach is that advertising revenue based on some systematic way to what is done by the rival. This approach may be well on the grounds that the ratio of these industries is the policy with the competition. In spite of this weakness, but can sikemukakan that this competitive parity approach can avoid war if the method of advertisements - which followed other methods to get funds this ad. Information on funds - funds which are usually not announced planned by the decision makers, and estimates of ad spending is obtained by organizations - research organizations through the calculation of advertising - advertising and media use published rate, generally available only after much time had passed.
Although the competitive parity is not meant to establish funds for new brand advertising, but this approach may be more defensible for a company with an established brand that is second or third rank in an oligopolistic industry. Advertising spending from the rival, of course, will mempengarui required amount of expenditure to achieve increased market share desired. But the grasp (responsivenses) market for corporate brand is also influenced by factors - other factors, such as advertising opportunities and effectiveness of the marketing mix (Marketing Mix).

A more sophisticated variation of this competitive parity approach is to make the product portion of the total ad pengualan industries with the desired portion of the market this brand. Ang market position achieved by a brand tends to be influenced by how he compared to the brand - brand rival views of product innovation, quality distribution organization, and also the amount allocated for expenditure kewiraniagaan (personal selling), sales promotion, and finally to the ad.

Research Objectives
Research is a method in which the work buidup be implemented that take precedence, while pendekan 'all funds are available', the percentage of sales approach, and competitive parity approach to using the funds in the money round for the ad which then broken - broken by a special type of method and media campaigns as deemed appropriate by the ad executive.
Under this method of research goals, the first - the first company research mlaksanakan as dalm guidelines set goals - goals that deserve to advertising next year. The approach of this research purpose, if applied correctly, clearly superior to the method - the method already discussed. This approach also means that management depends on research to get the facts - facts as the basis for decisions - decisions about the target - a suitable target, the appropriate method, and the amount of promotional effort is needed to achieve the desired objectives.
The main weakness of this approach to research purposes is commonly stated that he does not need to determine whether the decision to set goals that might provide a greater contribution than the cost to achieve them. This criticism has 2 (two) terms:

1. Although this approach requires the research objectives identified goals - goals that deserve, but he did not specify that the target - this target should be associated with the desired increase in sales. Target - This target is useful to guide you in planning promotional programs, but not much use for the development of advertising revenue determination. So to associate target komukasi degan results - the sale of ingenuity needed research, which is not stated as a requirement by the general definition of the methods of research purposes.
2. This method does not determine the research objectives that the value of achieving this goal is measured by the dihasilakannya additional income. This information is of course required if an alternative destination to be judged as appropriate and determined targets - the most appropriate target.

From the criticism was going to face challenges - challenges of the research problem:
1. Determine how much advertising is needed and what type to achieve goals - goals that have been determined
2. Assessing additional sales may be obtained from the achievement of goals - communication objectives have been determined.

Despite the difficulty challenging, but the approach that the research objectives have been modified it can direct the analysis and research to uasaha channel - a channel that gives hope.

Ads For Investment
Ads that have immediate effects are considered dapatah now sebgai costs (current expence), but the new ad gives the results in the future is to be an investment and should be treated that way. If management was willing menggap advertising as an investment and mennggu up to 3 years or more to be memunggut results, and to approve the strategy proposed advertising budget and take steps - steps to develop the full potential of this new brand. So the ads are expected to have long-term effects should be placed in the capital budget. Investment promotion should be competing for funds based on the returns (profitability).

The weakness of the ROI (return on investment / return on investment) this is the difficulty of estimating the rate of return earned from investing these ads. Problems - problems that were found include:
1. Distinguish ads from the advertising investment that allegedly has a long-term effects.
2. Estimating evaporation (evaporation) from the cumulative effect of advertising, and
3. Measuring the cumulative effects of advertising on the long-term sales volume and premium prices in the end.

Research To Determine Level of Expenditure
A basic problem to set advertising budget is to determine how much advertising is needed to achieve a predetermined target. Experiment with different levels of advertising expenditures in various test markets is one way to solve this problem. Please note that the researchers (sesearchers) is unable to obtain the cooperation of retailers to allow measurement of sales through retail audit approach (retailaudit appoarch).

Relationship Between Ad Spending By Portion Market Destination
The aim was to determine whether to develop guidelines that allows the analysis of past experience on the relationship between advertising expenditures to the goals of market share. Almost without exception, brands are developed for the study using adequate consumer products, introduced into the world trade by a skilled salesman (skilled sales force).

Relationship Between the Results of Communication Objectives - Sales Results
Manufacturing goods - durable goods that find it difficult, if not impossible, to measure the results - the results of advertising sales. This led them to megambil goals komukasi for their ads instead of the sales or portion of the target - the target indusrinya. Then there masalahuntuk decide whether goals - the desired goal is more valuable than the cost to achieve them. This experimentation approach produces the development of "schedule - the media" to set the advertising budget, a method which includes the categories of research objectives and related usage - practical use of the ideal approach - incremental already discussed.

Recognized that the effectiveness of an ad posted several times in a medium (such as a magazine) is the result of a series of filters think - about as follows:

The magazine has a total circulation of people - people who are potential buyers or "influencers".
1. Surely that read this magazine so much more.
2. Some people are smaller in number than the magazine's readers 'terdadah (Exposed)' on the page where the ad appears.
3. Some people are even less true - really pay attention to these ads.
4. Some young again received a conscious impression.
5. Conscious impression that:
# Make a couple of readers for the first time aware of the product.
# Strengthening awareness now existing in the person - someone else.
# Move some people from consciousness only to forable attitude.
# Move some people to buy.

By understanding the circuit filter (screening sequence), then the research carried out separately to determine the relationship between:
1. Impression - the impression conscious.
2. Awareness and attitude forable, and
3. Purchase products.

If hubunagn it has been determined, then the next step is to determine yng jmlah conscious impression can be obtained through a variety of media schedules. Advertiser (advertiser) can then determine the funding, the optimum ad.