Promotion of goods as the main method of stimulating sales.

Usually the promotion of a product is closely associated with activities such as marketing. Thanks to promotional activities, there are serious influences on the fate of goods in the relevant market.

What is essentially the promotion of the goods? There are various definitions of this concept, but in general, these are the methods by which you can convince the consumer to purchase what the company is selling - a product, service or idea. The promotion of goods can be in the form of direct communication - "face to face" with consumers - or indirect impact on it through the media, such as radio, television, magazine, newspaper, mail message, billboard and so on.

However, the promotion of the goods and the budget of planned sales are always interrelated with the annual output of products. The last criterion is usually determined by the capacity of the market.How is the annual market capacity? If you use business terminology, then marketing awareness notes that the annual market capacity is the cumulative demand of the buyer for Certain goods at the prevailing levels of value. But there are many other definitions, similar in nature. The potential market capacity is measured by using either natural or monetary indicators.

The activities through which the goods are promoted have three main goals: informing, persuading and reminding.

INFORMING is the primary goal of promotion, because a person can not buy goods until they find out that they exist or do not understand what they might need. The potential consumer should consider and be oriented, where it is possible to find those or other goods, how much they will cost and how to use them.

BELIEF - is also a very important element of promotion, as many people need motivation to choose one way or another to meet their needs. If the consumer has never used this product, it must be convinced of its dignity. And if he is used to using products of competing brands, the consumer must be persuaded to replace them.

REMINDER that there is an opportunity to buy these or other goods and their merits is also required, because with this help additional levels of demand are stimulated. It is these goals that are the main goals of promotion, in general, while each specific event in progress is directed to solve specific tasks. Namely - new customers are attracted, the demand from the existing buyer increases, the sales agent helps , the sales level is maintained, the trademarks of the enterprise are known, the "sales portfolio" is formed and the consumer decides to buy.

ON THE ETHICS OF PROMOTION. Not taking into account the fact that through promotion, accordingly, many useful functions are performed, some of the critical people assert that its main goal is "self-service." Some believe that the seller uses the means of promotion to force the buyer to buy unnecessary and potentially harmful goods, and this is a rejuvenating cream, a baldness remedy, sweetened "ready-made breakfast," an alcoholic drink and cigarettes. Some believe that because of promotional activities, the "material" aspiration of people at the expense of the most significant life value is encouraged, that they use the established stereotypes and are able to manipulate the consumer using his subconscious mind. And some even think that the money that is pumped into the promotion, it might be very profitable to spend on the invention of a new product or improve the quality of an existing one. Such a view is not true in principle, since budgets for the development of new brands and improvement Already existing, of course, should be, but these are completely different items of expenditure. And without funding for the promotion of goods, the enterprise as a result can generally be without profit and, as a result, without any other budgets.