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how to communicate the company to other company. In this strategy, method used to make the company well recognized by other company
by creating good image and establish good reputation. Profile strategy is the most important thing in the marketing strategy and as a part of
integrated approach of marketing communication that can be developed.
B. Sales Promotion
1. The Definition of Sales Promotion
Sales promotion is a part of promotion mix, which is a part of marketing mix. It is very important to observe these two concepts in relation
with business activities of a company as a whole.
Institute of Sales Promotion, an organization that accommodate practitioners of sales promotion in England, give a definition as follows :
“Sales promotion consists of some connected techniques which are used to reach selling marketing targets by using an effective cost,
giving added value in a product or service both to the agents and the customers. It is usually unlimited over of a particular period.”
Cummins, 1990:11
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There are two expressions in this definition : “to reach selling marketing targets…by giving added value” which appears in every definition of sales
promotion, and becomes the essence for those definitions although the other aspects are different.
2. Promotion Mix
According to Julian Cummins, on Sales Promotion 1990:9, promotion which is the fourth element in marketing mix, is divided into five
different means, but all of them contribute to the attainment of marketing targets. The five promotion mix are among others :
a. Advertising Advertising is all presentation forms of non personal and ideas of a
product or service that is paid by a certain advertiser. There are two kinds of advertising namely above the line magazines, newspapers, radio,
television, billboard, transportation and below the line leaflets, stationeries, etc.
b. Sales promotion Sales promotion is various incentive activities in the short term to
attract customers, such as exhibitions certain events and discounts. Sales promotion is used to attract customers’ attention and gives information
directed to purchase.
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c. Publicity Publicity is various communication programs about how to
promote and or to protect the image of the company or the product itself. Besides, the other purpose of publicity is to have a good relationship with
society or other group and avoid rumors or bad stories that can suffer a financial loss for the company. For example, writing an article about the
product in a magazine or newspaper, or doing a press conference. d. Personal Selling
Personal selling is a personal interaction between a seller and a candidate of customer. This way is considered an effective way because
the companies can directly convince the customers that their product is the best one.
e. Direct Marketing Direct marketing is done by finding the customers with a view to
deliver a message in personal and build relationship between company and customers based on their response to the messages delivered by the
company. For example, by phone, via internet, facsimile, and other non personal communication means.
3. Planning a Promotion
