Product Promotion

Syllabus tag: KCSE | Business Studies | Form 2 | Topic 14 Product Promotion

Lesson objectives

By the end of this topic, you should be able to:

• Explain the meaning and purpose of product promotion.
• Describe personal selling and the steps involved in it.
• Describe advertising, sales promotion and publicity with their merits and demerits.
• Explain the factors considered when choosing a method of promotion.

Summary

Product promotion is communicating with buyers to inform and persuade them about a product. Its four methods are personal selling, advertising, sales promotion and publicity. Each is strong where the others are weak: personal selling persuades individually, advertising reaches many, sales promotion prompts immediate action, and publicity carries credibility because it is not paid for.