1. PROMOTIONAL
TECHNIQUES

2. WHAT IS PROMOTION?
• Promotion is an element of the marketing
mix .
• All communication from the marketer to the
environment regarding the marketing org:
or regarding the product is a promotional
activity.

3. PURPOSE
• Create awareness
• Make a favourable environment, that
means:
- customers buy product
- Employee prefer to work for org:
- Suppliers be happy to provide raw
materials
- Financiers offer finance for operation

4. AIMS:-
• Inform about product and services
• Inform changes in the product
• Generate interest
• Persuade customers

5. 5 DECISIONS TO MAKE
PROMOTION PLANNING
• Objective of promotion
• Choice of mix
• Selection of media
• Formulation of message
• Timing and intensity of campaign

6. PROMOTION MIX
• Four tools:
1. Advertising
2. Personal selling
3. Sales promotion
4. publicity

7. 1. Advertising
• Advertisements are paid non personal form of presenting
information regarding a product or service or idea.
• Message passed through media. Such as,
- Newspapers
- Magazines
- Journals
- Radio
- Television
- Posters
- Hoardings
- Cinema slides etc..

8. 2. Publicity
• It is an unpaid form of promotion. It refers
to the mention of product or service in any
published media like newspapers or trade
journals.
• Intended to cover wide and extensive
gamut of people

9. • Different kinds of publicity
a) Media :
- Press release
- Conference
- Presentations
- articles

10. b) Oral: the way of mouth publicity and it
is very effective. The message pass
through:-
- Intimate family
- Personal friends
- Professional colleagues
- Retailers representatives
- Producers representatives

11. c) Public relations : is the deliberate, planned and
sustained efforts to establish and maintain
mutually beneficial relationships between
organisation and public.
• Tools
- journals/ news letters
- Sponsored visit
- Sponsorship activities
- Special drivers
- Interest group meetings

12. 3. Personal selling
• Personal selling implies face to face
communication between a seller and a
buyer.
• Features
- Personal communication
- Oral messages
- Flexible
- Contact with limited number of people

13. • Process:
- Find prospects
- Approach
- Presentation
- Close sale
- After sale service

14. QUALITIES OF A GOOD SALES MAN
 Physical qualities
 Social qualities
 Mental qualities
 Other qualities

15. 4. Sales promotion
• It is the process of stimulate sales by offering
several incentives .it is mainly stimulate short term
sales.
• Sales promotion techniques:
- Point of purchase
- Trade shows
- Samples
- Premiums
- Coupons
- After sale services

16. AREAS FOR PROMOTION
• Proximity of destination area to the market
area- a plus factor
• The nearer the tourist destination is to its
major market, the more likely it is to attract
large numbers of visitors
• Prime target area for promotion- the area of
greatest population density nearest to the
vacation area

17. Other important factors :-
• Effective buying income
• Income per capita
• Income per household
• Net cash income
• Study of the break down of cash income by
various income groups
• Growth pattern in these markets

18. • How does the tourism promotional
organization decide on where it should
spend how much in what market areas?
• How much of the budget should be spend?
• Answer: based solely on the statistical
information in the market intelligence
system

19. • Tourism promotion include the cost of
staffing and operating overseas sales
offices, advertising, sales promotion and
public relations

20. • The statistical approach to pinpoint
overseas travel markets depend on:
1. Number of persons
2. Effective buying income
3. Buying power index
4. Cost of transportation

21. ORGNIZATIONS OF PROMOTION
PROGRAMME
• To achieve greatest impact, all marketing
efforts should be closely knit
• Sales efforts- 3 major components
1. Media promotion
2. Specific marketing activities
3. Public relations work

22. JOINT PROMOTION
• Experience indicates tourism promotion on a state
or country basis best accomplished by
cooperative effort of private industry and
government
• Joint promotion by private interests and official
tourist organization- an effective and efficient
procedure
• Private + government funds = Quasi-
governmental association
• Eg: Hawaii Visitors Bureau

23. THANK YOU……………..