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CHAPTER II LITERATURE REVIEW
A. Promotion
1. Definition of Promotion
Promotion is communicating with public in an attempt to influence them toward buying your products andor services. Promotion is the broader,
includes all the ways available to make a product andor service known to and purchased by customers and clients. The word promotion is also used
specifically to refer to a particular activity that is intended to promote the business, product or service. According to The Longman Dictionary of
Contemporary English, promotion means: a.
A progression upward in rank: advancement, elevation, jump, rise, upgrade.
b. A systematic effort and act : increasing the reputation by
favorable publicity such as advertisement, ballyhoo, buildup, publicity, and puffery.
Promotion is one of the marketing strategy activities that have a close relationship with communication. It is the type of persuasive communication
between marketer and one or more of its stakeholder groups. So, promotion is an important part of marketing activities in every
company. The success of company is determined not only by the quality of services and products, but also by the marketing activities done by the
company to inform and to influence the public toward buying its products or services.
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Promotion activities include any actions designed to advance or to increase the sales of the product or the services. Promotion has close
relationship with communication.
2. The Promotional Mix
Promotion is one of the four Ps of marketing —price, product,place,
and promotion. Promotion is generally thought as a sequence of activities designed to inform and convince individuals to purchase a product, subscribe
to a belief, or support a cause. All of the various tools available to marketing managers for achieving company objectives is known as the promotional
mix
—advertising, personal selling, public relations, sales promotion and direct marketing. Berkowitz, 2000:494
Based on the quotation above, it can be concluded that the functions of promotion is to let people know about the products and to persuade people
to buy the products. So, promotion is a pushing factor for influencing people to consume the products.
There are various tools available to marketing managers for achieving company objectives which is known as the promotional mix:
a. Advertising
There are many definitions of advertising. According to Zikmund, William G, 1999:392 in their book, Effective Marketing :
Creating and keeping customers, says that “An informative or
persuasive message carried by a non personal medium paid for by an identified sponsor whose organization or product is identified in some
way .”
Meanwhile according to Thorson, Esther and David W.S 2007:262 in his book, Internet Advertising,
says that “Paid non- personal communication from an identified sponsor using mass media
to persuade or influence an audienc e.”
Based on the quotation above, it can be concluded that advertising is
a
form of communication used to encourage or persuade an audience viewers, readers or listeners to continue or take some new
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action. Advertising messages are usually paid for by sponsors and viewed via various traditional media,including mass media such as
newspaper, magazines, television commercial, radio advertisement, outdoor advertising or direct mail or new media such as blogs and
websites and text messages.
b. Direct Marketing
Another promotional alternative, direct marketing, uses direct communication with consumers to generate a response in the form of an
order, a request for further information, or visit to a retail outlet. The communication can take many forms including face-to-face selling,
direct mail, catalogs, telephone solicitations, direct response advertising on television, radio, and in print, and online marketing Berkowitz,
2000: 497
Based on the quotation above, it can be concluded that direct marketing is the practice of delivering promotional messages directly to
potential customers on an individual basis as opposed to through a mass medium.
c. Public Relations
Public relations is about reputation, the result of what you do what you say and what the others say about you. Public relations practice
is the discipline which looks after reputation, with the aim of understanding, supporting and influencing opinion and behavior. It is the
planned and sustained effort to establish and maintain goodwill and mutual understanding between organization and its publics. PR, 1999:1
in Harrison, 2002:2
So, based on the quotation above, the meaning of Public Relation is a form of communication management that seeks to
influence the feelings, opinions, or beliefs held by customers, prospective costumers, stockholders, suppliers, employees, and other
public about a company and its products or services. The overall goal of any public relations effort is to project a positive company image.
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d. Sales promotion
Sales promotion is one of the five aspects of the promotional mix. According to Berkowitz 2000:496 in his book, Marketing, states
that “Sales promotion is a short-term inducement of value offered to
arouse interest in buying a good service. Used in conjunction with advertising and personal selling, sales promotion are offered to
intermediaries as well as to ultimate consumers .”
So, based on the quotation, the writer conclude that the meaning of sales promotion is activities, materials, devices, and techniques used
to supplement the advertising and marketing efforts and help coordinate the advertising with the personal selling effort
e. Personal Selling
Personal selling is defined as the two way flow of communication between a buyer and seller, designed to influence a person’s or group’s
purchase decision. Unlike advertising, personal selling is usually face-to- face communication between the sender and receiver Berkowitz, 2000:
495.
So, based on the quotation, it can be concluded that the fuction of personal selling is the process of communicating with a potential
buyer or buyers face-to-face with the purpose of selling a product or service.
B. Tourism
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