Promotion Campaigns in e-Service Part 1

Hanandityo A, 2401989676

Promotion Campaigns in e-Service Part 1

Promotional strategy according to explanation (Lamb et al, 2009:146), “A promotional strategy is a plan for optimal use of the promotional elements. Advertising, public relations, personal sales, and salespromotions”. According to Kotler and Armstrong (2012: 62), Promotion is an element used to inform and persuade the market about a new product or service to the company through advertising, personal sales, sales promotions, or publications. Promotion is very important to increase the awareness and engagement that the company wants to achieve. Promotional campaigns can be carried out in various ways and methods to achieve the goal. The purpose of promotion is to encourage trial and purchase of a product or service. Promotional mix according to Kotler and Keller (2012:498-501); Kotler and Armstrong (2012:408) is a paid form of promotion through various media, sales promotion is a short-term incentive for encouraging sales, events and experiences i.e. company-sponsored activities or programs to create interaction to consumers, public relations is a corporate program for the internal company to build the company’s relationship with the public, Personal sales are face-to-face interactions to make persuasion to consumers, Peemasaran direct use of email or the internet to potential consumers to communicate/relate and request responses or responses to consumers, interactive marketing Is an online activity and program to engage customers so as to generate sales of products/services and create an image, and the latter word of mouth marketing Oral, written and electronic communication that occurs among the community is related to the excellence and experience of buying or having used the product. from the company.

BIBLIOGRAPHY

Fiona, D.R. & Hidayat, W. (2020).” Effect of  Sales  Promotion and E-Service Quality on  Re-Buying    Interest  Through  Customer  Satisfaction  (Study  on  Gopay customers  in Jabodetabek)”. Journal of  Business Administration  Sciences, vol. 9, no. 1, pp. 333-341.

Hedynata,M.L., &  Radianto,W.E.D. (2015). “Promotional Strategies in  IncreasingSales of  Luscious Chocolate PotatoSnacks”.  Journal of  Business Management and Start-Ups,  vol. 1, no.1, pp. 87-96.