2. Definitions of Promotion
1. It is a communication used to inform, persuade, and or
remind people about an organization or individual’s
goods, services, image, ideas, community involvement, or
impact on society.
2. It is a term used to describe “sales” communication –the
messages and vehicles are used to let the customer know
what products and services are available. It includes
advertising, direct marketing, personal selling, sale
promotions, and public relations.
2
3. Purpose of Promotion
To increase customer awareness both of
the products and knowledge about the products
desirable features and benefits.
3
4. Benefits of Promotion
1. Increase usage
2. Increase value in the organization
3. Education of users
4. Change perception
4
5. ADVERTISING COMPANIES OF INDIA
Rural Companies
Ogilvy Activation
Anugrah Madison
MART
Linter land
Impact Communications
Rural Relations
Rural Eight
6. Rural promotional strategies:
Haats or weekly markets:- where people from surrounding
villages conduct trade on fixed days. Covering the needs of a minimum
of 10 to a maximum of 50 villages, drawing as many as 4000 villagers.
Melas :-gatherings of people for both entertainment as well as the sale
and purchase of goods and services. Over 25,000 melas are held in
India annually that hold an average of 7.6 lakh visitors.
Wall Paintings:-one of the most widespread forms of advertising
and are quite the favorite amongst the Indian rural masses.
7. Cont…
Customer contact ‘touch points’: includes 'Home-to-Home'
campaigns and other such customer contact programs that help initiate
a close interaction
Van Campaigns:-one of the most popular modes of
communicating with rural consumers.
The main benefits of Van Campaigns are:
– Better brand building
– Creating awareness about the brand and the company's products.
– Product sampling
– Point of attraction around which people gather in large numbers
– Retail merchandising and door-to-door campaigns.
8. Cont…
Event Management: There are several folk forms of events
that are performed in different states all over India.
Folk media: It consists of folk songs, dances, puppetry, street
theatre, magic shows etc.
Interactive games: Many companies designs interactive
games that help draw large crowds where trials can be
induced, thus facilitating spot sales.
Others: Other events like sports, drama and infotainment programs
etc.
9. .
Cont….
Colgate - An effective way of
displaying the product Children smile at the
package is demonstrated camera during a successful
innovatively by Linter land Aim toothpaste promotion.
through Colgate
