SSKGDC

SS KHANNA GIRLS DEGREE COLLEGE,

PRAYAGRAJ.

Academic Year 2021- 20

Department: Commerce
B.com part 3

Name of Assignment: Promotional Tools-

Personal Selling, Sales Promotion, Advertising
and Publicity.

Full Name: Soumya Verma

Roll No: 2229940
Enroll No: S1830128
Date of Submission: 29/July/2022

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 ACKNOWLEDGEMENT

I would like to thank the SS KHANNA

GIRLS DEGREE COLLEGE [SSKGDC] for
providing us with a good environment and
facilities to complete this project.. Our
biggest gratitude goes to our college
faculty provide a great learning
environment during my academics', through
which I able to accomplish this assignment.
Without the particular that mentioned
above, we would face many difficulties
while doing this project. Once again, thank
you very much.

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 TABLE OF CONTENTS

1. INTRODUCTION 4
2. PROMOTIONAL TOOL 5-6
3 .PERSONAL SELLING 7-9
4. SALES PROMOTION. 9-12
5. ADVERTISING 13-15
6. PUBLICITY 15-17
7. CONCLUSION 18

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 Introduction
Promotion is one of the elements of the
marketing-mix that is often turned to by local
self-governments, particularly under the
conditions of market economy, where
competitiveness is one of the key
determinants. In competitive surroundings, it is
not enough to prepare a production offer. It is
also necessary to communicate the fact of its
existence, so that the prospective users can
show their interest in the product and their
willingness to purchase it. Communication with
the external and internal environment, which is
one of the basic tasks of promotion, should
constitute an element of a wider marketing
activity conducted within the framework of the
accepted marketing strategy. The formation
and implementation of such a marketing
activity is related to the development of the
tools to influence the market, which are
referred to as marketing-mix. Following the
above terminology, the set of promotion tools.

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 PROMOTIONAL
TOOLS
The term ‘Promotional Mix’ is used to refer
to the combination of different kinds of
promotional tools used by a firm to
advertise and sell its products. The main
promotional tools or activities which make-
up the promotion- mix is the personal
selling, advertising, public relations and
publicity and sales promotion. The modern
business cannot depend upon a single
promotional tool. They must make use of
all promotional tools in different degree
depending upon the nature of product ,
nature of competition and kinds of
customer.
While taking a decision about promotional-
mix, two factors need adequate
consideration. Firstly, a combination of
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 promotional activities is to be used
because any promotional tool, used alone.
May not prove fully effective. Secondly , all
promotional tools are not of equal
importance and their importance may
change with the change in business
environment.
Promotion is vital part of marketing mix as
it allows people to be informed of product
and services a company provides. The
marketing definition for promotion is the
marketing activities that make potential
customers, partner, and society aware of
and attracted to the business’s offerings.
Any promotion mix will understandability
depend on, among other things, the target
market, the type of product, what profit
margin we seek and what our competitors
are doing.

Several factors do however help to decide

an appropriate mix for each, for example:

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 1. budget factor: financial limitations of the
marketer.
2. market factor: what the market share is,
how much competitive activity, segment of
the market.
3. product factor: the way the product is
brought, consumed, perceived, product life
cycle.

PERSONAL
SELLING
Personal selling is selling technique
involved between person to person and
between the prospective buyer and seller.
Personal selling consists of human contact
and direct communication rathe then
impersonal mass communication. Personal
selling involves developing customer’s
relationship, discovering & communicating
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 customer needs, matching the appropriate
product whit these needs. Because selling
involves personal contact, this promotional
method often occurs through face-to-face
meetings or via telephone conversation,
through newer technologies allow contact
to take place over the internet including
using video conferencing or next messing
(e.g.., online chat).

Essential element of personal selling

1.FACE-TO-FACE INTERACTION:
personal selling involves a salesman
having face-to-face interaction with the
prospective buyers.
2.PERSUASION: personal selling requires
persuasion on the part of the seller to the
prospective customer to buy the product.
So, salesman must have the ability to
convince the customer so that an interest
may be created in the mind of the
customer to use that product.

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 3.FLEXIBILITY: The approach of personal
selling is always flexible. Sometimes
salesman may explain the features and
benefits of the product, sometimes give
demonstration of the use of product, and
face number of queries from the
customers, looking into the situation and
interest of the customer, the approach of
the salesman is decided instantly.
4.PROMOTION OF SALES: The ultimate
objective of personal selling is to promote
sales by convincing more customer to use
the product.
5.SUPPLY OF INFORMATION: Personal
selling provides selling various information
to the customers regarding availability of
the product, special features, uses and
utility of the product. So, it is an educative
process.
6.MUTUAL BENEFIT: it is a two-way
process. Both seller and buyer derive
benefit from it. While customers feel

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 satisfied with the goods, the seller enjoys
the profits.

SALES PROMOTION
The ‘Sale Promotion’ is used to refer to the
combination of different kinds of
promotional tools used by a firm to
advertise and sell its products. The main
promotional tools or activities which make-
up the promotion-mix is personal selling,
advertising, public relation and publicity and
sales promotion. These are also known as
element of promotion-mix. The promotional
tools in different degrees depending upon
the nature of product, nature of competition
and kind of customer.
The advertisers must investigate the
suitability of each medium of advertising in
relation to their product. For this purpose,
they must investigate the nature of the
product or service to be advertised, the
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target customer for such product, the
amount of allocated funds for such
advertising and the availability of space and
time in each medium. Suitability of each
medium of advertising are as follows:
1.NEWSPAPER
2.PERIODICALS
3.RADIO
4.TELEVISION

Benefits of Sales Promotion

1. It helps to generate new leads Sales

promotion can boost your product image
since it encourages sharing information
about it within social groups related to your
business. If you sell training football shoes,
people keen on playing football will share
the message.
2.Allows re-engaging with your existing
audience Once a person subscribed to a
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brand’s email newsletters, they will receive
regular sales promotions. It is a way to
keep the audience engaged and maintain a
close connection with the company, which
is crucial for building loyalty.
3.Skyrockets revenue Sales promotions
help companies to increase the number of
sold goods, even though they need to lower
the price to achieve that goal. Of course,
merely reducing the price is not enough,
people should need your product, while the
discount is only another reason to make a
purchase.
4.Increases brand awareness Sales
promotion is a way to make a name for your
brand because people are more likely to
talk about a company that proposes
benefits and saves their money. That’s
what sales promotion does.

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 ADVERTISING
Advertising is a one-way public
communication that conveys a message
regarding a product, service or company to
the viewers, reader, and listeners. It is the
biggest marketing tool used for non-
personal promotion of goods and service to
the potential customers, however, the most
expensive one.
Advertising is a sort of monolog activity
done with an aim to induce customers i.e.,
to grab the attention of the target audience
in such a manner that they are ready to buy
the advertised product.
The basic objective of advertising is to
increase the consumption of the product of
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the sender company. Most of the
company’s use these sales promotional tool
because of its reach, a single message can
reach millions of people in nanoseconds. It
is paid announcement by sponsors, which
can be done with various mediums like
radio, television, websites, newspaper,
hoardings, magazines, social media like
Facebook, etc.

Characteristics Of Advertising
1. Paid Form: Advertising requires the
advertiser (also called sponsor) to pay to
create a advertising message, buy
advertising media slot, and monitor
advertising efforts.
2. Tool For Promotion: Advertising is an
element of the promotion mix of an
organisation.
3. One Way Communication: Advertising
is a one- way communication where

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brands communicate to the customers
through different mediums.
4. Personal Or Non-Personal: Advertising
can be non-personal as in the case of TV,
radio, or newspaper advertisements, or
highly personal as in the case of social
media and other cookie-based
advertisements.

Publicity
Publicity is a mode of promoting a business
to create brand awareness among people
through media coverage and other modes
of public communication without incurring
any costs. The core objective is to create
brand awareness via spreading brand-
relevant information through non-paid mass
media platforms.
Publicity is actually a part of any brand’s
marketing strategies where marketers
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target all possible effective sources of mass
communication. Marketers strengthen their
networks with vloggers, bloggers, public
figures, celebrities, and other similar
channels and provide them with favourable
information that can get a brand to
headlines (in a good way).

Characteristics of Publicity

Publicity has the following basic features:

1.Cost-Effective/Free Tool Publicity is
either free or a pretty cheap strategy to
promote your brand.
2. Short-Lived Any information dispersed
through publicity channels is often short-
term such as announcing a product launch,
a social event, etc.

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3. Spread Information Publicity is a
channel to spread information rather than
advertising products or services.
4. Less Control A brand cannot control
things when it comes to publicity. For
instance, a news channel will report the
related information in its own way, and it
may possibly go wrong as well.
5. Media-Driven It is a tool that entirely
depends on media. Media can make it viral
within no time, and if things wrong, it can
have terrible outcomes.

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 Conclusion
Promotion tool are essential pieces to a
company’s success. Promoting the product
allows for potential customers to
understand what benefit will be obtained
from purchasing the product. Including an
effective and a well design to the promotion
and marketing strategy will help the
company maintain customer loyalty. And
incorporating a product life cycle is as
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equally important since it ultimately plans
for generating more sales that potentially
translate to increase of profit.

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