Promotional items are an important part in any promotional activity plan. It has rightly been said, "nothing happens until somebody sells something." This gives, in a nutshell, the philosophy of promotional items that are concerned with informing people about a new product's distinctive characteristics, and its availability. Promotional items take many forms, including paper products, clothing or apparel, office decorations, items for the home, sports gear, and so on down the line. In addition, promotional items remind people about the product and its role, and also play a pivotal part in persuading people to buy the product. Promotion is an exercise in information, persuasion and influence. Promotion is an all-inclusive term representing the broad fields of advertising, personal selling and sales promotion. The promotional mix, therefore, deals with co-ordination of sales force activities, advertising programs and other promotional efforts, which may include packaging, branding, direct mail solicitation, point of purchase display, holding trade shows and exhibitions, and the use of samples and gifts. The main purpose of promotional items is to attract customers, awaken their dormant demand and stimulate them to act in the desired manner. The marketers, for more than one reason, have recognized the need for promotional items. The physical separation of the consumers and producers, and an increase in the number of potential customers, is the first reason. Secondly, when sales begin to decline, either due to preference for a new product brought out by the competitor or a total dislike for it, promotional items can work as a stimulant to restore the demand for the existing product. |
