Menurut
E.
Jerome
Mc
Charty
(1993,
p49),
promosi
penjualan
adalah
“Sales
promotion refers
to
those
promotion
activities
–
other
than
advertising,
publicity,
and
personal
selling
that
stimulate
interest,
trial
or
purchase
by final customers or others
in the channel.”
2.
Publikasi dan Humas (Publicity and Public
Relation)
Menurut
William
J.
Stanton
(1994,
p457),
publikasi diartikan:
“Publicity
is
a
special
form
of
public
relations
that
involves
news,
stories
about
an
organization
or
its
products”.
Dan
Public
Relation menurut
William
J.
Stanton (1994,
p456),
“Public
relation encompasses
a
wide
venety of
communication
efforts
to
contribute
to
generally
favorable
attitudes
and
opinions to ward an organization and
its products”.
3.
Penjualan Perseorangan (Personal
Selling)
Menurut Philip
Kotler
(1994,
p461),
personal
selling
adalah
presentasi
perseorangan dari
suatu
perusahaan dengan
tujuan
menciptakan penjualan
dan membangun hubungan dengan konsumen.
4.
Pemasaran Langsung (Direct Marketing)
Menurut
Philip
Kotler
(1994,
p476),
Direct
Marketing adalah
“Direct
marketing is
marketing through
various
advertising
media
that
interact
directly
with
consumers,
generally
calling
for
the
customers
to
make
a
direct
response”.
Bentuk-bentuk dari Direct Marketing ini dapat berikut :
a.
Direct-mail and Catalog Marketing
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