Promotion Marketing
Promotion marketing involves the use of various promotional tactics to increase the visibility and sales of a product or service. This can include advertising, sales promotions, public relations, and direct marketing. The goal is to create awareness, generate interest, and ultimately drive customer action.
8 Key excerpts on "Promotion Marketing"
eBook - ePub- Karl Moore, Niketh Pareek(Authors)
- 2009(Publication Date)
- Routledge(Publisher)
...7 PROMOTION Promotion is the fourth element of the marketing mix. Being successful in this element of the marketing mix not only builds good publicity for the firm but also ensures that the brand equity of the company’s products remains at a high level. Promotion involves disseminating information about a product or a company using six key types of promotions: advertising, sales promotion, public relations, personal selling, direct marketing and online marketing. Together, these elements form a company’s promotion mix. Each type of promotion employs a different set of approaches to communicate with the current and prospective customer. Since each type of promotional tool interacts with customers differently, the whole promotional mix must be integrated to deliver a consistent message regarding the strategic positioning of the company and the benefits of buying product regardless of the communication channel used. THE COMMUNICATION PROCESS Regardless of the type of communication involved, there is a communicator, an audience, a channel and a message. The communicator is the person or company sending the message to the audience, who are either potential or current customers. The channel is the medium through which the message travels, and finally the message itself, which is the information the marketer wishes to transmit to the audience. Though this may seem like a simple process, even the best-designed messages face difficulties reaching the audience in the way the marketers intended. Your message has to compete against the thousands of other messages that are also trying to attract attention. If the message manages to diffuse through the clutter and reach the intended audience, it faces another hurdle: studies estimate the average American adult receives in excess of 3,000 messages everyday. This is not to say that the average American is simply sitting around watching television all day! When a bus goes by, it has multiple messages on the side...
eBook - ePub- Gaynor Lea-Greenwood(Author)
- 2012(Publication Date)
- Wiley(Publisher)
...To fulfil the statement above, the company will select products that match the target market’s desire for quality fashion at affordable prices, available in high-street shops and online. When product, price and place (or distribution, for example, shops or online outlets) are correctly managed, then the organisation can look at creating a promotional strategy. In the example, the functional promotional strategy would probably include television advertising. The various acronyms introduced in this chapter are useful for memorising the parts of the process but they do not necessarily reflect industry practice or the reality of promotional planning. Promotional strategy Promotion is a term that is often used interchangeably with ‘marketing communications’. The promotional mix consists of: advertising sales promotion personal selling public relations direct marketing The specific usage of each of these items is elucidated in Chapter 3; for now, we consider them in general terms. Advertising is considered to be ‘above the line’ activity, which means that it is clear to the consumer where the information originates from. It consists of paid-for communications from company to company or consumer. Sales promotions are in-store activities, which may include short-term discounts to stimulate demand. Personal selling is the use of sales personnel to communicate with potential customers. Public relations refers to less obvious forms of promotion, such as product placement in magazines, sometimes called ‘below the line’ activity as it is not always clear what originates with the company and what is editorial comment. Direct marketing consists of mail shots and, more recently, e-mail, SMS communications and immediate links to purchase, such as quick response (QR) codes. Promotion should be integrated with the rest of the marketing mix...
eBook - ePub- Karen Beamish(Author)
- 2013(Publication Date)
- Routledge(Publisher)
...market Increasing product/service usage Reminding/reinforcing Reducing demand fluctuations Advertising and the marketing mix As a marketing communications planner you will be involved in the following: Liaising with channel members Have an awareness of channel needs and the associated communications support Provide consistency for all communications and ensure that all members are empowered by the message Sales Promotions Sales Promotions – A range of tactical marketing techniques, designed within a strategic marketing framework, to add value to a product or service in order to achieve specific sales and marketing objectives Aims and objectives of sales promotions To increase brand and product awareness To increase trial and adoption of products To attract customers to certain brands To level out fluctuations in supply and demand To disseminate information To encourage trading up to next size Sales promotions and the marketing mix Responsibility for sales promotions include: Selecting appropriate promotional techniques Trade promotions, retailer to consumer promotions, manufacturer to consumer promotions Development of customer loyalty schemes Public Relations Public relations – is a planned and sustained effort to establish and maintain goodwill and mutual understanding between an organization and its target...
eBook - ePub- Simon Middleton(Author)
- 2012(Publication Date)
- Capstone(Publisher)
...CHAPTER 5 COMMUNICATING WHAT IT’S ALL ABOUT Promotion – where marketer and customer meet The difference between push and pull marketing Getting attention and prompting action Getting the right promotional mix The elements of marketing communications So far we have looked at the central importance of the customer, the necessity of developing products that people want and need, and the discipline of analysing the market environment and segmenting the market. But up to this point we have barely mentioned the part of marketing which to the outsider is often seen as the whole: promotion. THE SECOND ‘P’ Promotion is the second ‘P’ of marketing’s famous 4Ps model of the ‘marketing mix’ devised in 1960 by the influential Michigan University professor E. Jerome McCarthy (author the influential book Basic Marketing: A Managerial Approach which is still in print today). The other Ps are Product, which we have already examined, Place and Price, which we come to in the next chapter). Promotion in the sense we are using it here is rather broader in scope than it sounds. In fact many marketers refer instead to ‘marketing communications’ or the shorthand ‘marcomms’. The terms are synonymous. We will use ‘marketing communications’ simply because it is more broadly descriptive of the discipline: which involves the strategy and the process by which marketers communicate with audiences. THE MARKETING COMMUNICATIONS MIX Traditionally marketing communications falls into four broad disciplines, each of which plays a different role in the overall marcomms picture: Advertising; Public relations (popularly known as PR); Sales promotion; Personal selling. Since the dramatic rise of the internet the first three of these are just as likely to be carried out ‘online’ as in the offline world. But of course the digital age has done more than change emphasis, it has changed the rules...
eBook - ePubIntegrated Marketing Communication
Advertising and Promotion in a Digital World
- Jerome M. Juska(Author)
- 2017(Publication Date)
- Routledge(Publisher)
...That definition takes a few seconds to absorb, maybe even more. There are several different ways to look at this, but the primary purpose is creating and delivering “persuasive messages” that influence perception and behavior. These message are all about brands or companies, but can also include services, locations, causes, or important topics. Sales Promotion Sales promotion is a strategic method for motivating potential buyers to immediately purchase a product or service. But, the reasons for purchasing have nothing to do with the brand’s benefits or characteristics. What are being offered to customers or potential buyers are financial incentives or extra rewards, available only within a limited time period. The offer might be good for only a few hours, days, or weeks, but it has a clear and unmistakable end date. For example, a weekend-only coupon at a grocery store, or four tires for the price of three, are based on saving money. Other examples of sales promotions are when stores give free movie tickets with any purchase over $25 or enter your name in a sweepstakes with a trip to Hollywood as a first prize. Here is a list of the most popular sales promotion strategies used to promote both national and local brands: coupons, BOGOs, cash back, free samples, sweepstakes, contests, free gifts, low interest rates, bonus rewards, new experiences, and owner loyalty programs. The most valuable part of a sales promotion program is its measurability. Most of the methods are directly connected to a quantitative result based on a consumer’s response to the promotional offer. For example, the number of coupons redeemed, sweepstakes entries, gifts awarded, or points earned. However, promotional offers can be expensive, not for consumers, but for the brand or company. The total cost of running a promotion must be compared to the value of increased sales or profits. One of the hidden costs is advertising...
eBook - ePubThe PR Professional's Handbook
Powerful, Practical Communications
- Caroline Black(Author)
- 2014(Publication Date)
- Kogan Page(Publisher)
...(Adcock et al, 2001) There will always, one can assume, be a need for some selling. But the aim of marketing is to make selling superfluous. The aim of marketing is to know and understand the customer so well that the product or service fits him and sells itself… ideally, marketing should result in a customer who is ready to buy. All that should be needed then is to make the product or service available, ie, logistics rather than salesmanship, and statistical distribution rather than promotion. (Drucker, 2009) What is the marketing mix? In the early 1960s, Professor Neil Borden (Borden, 1964) at Harvard Business School in the United States identified a number of actions that can influence the consumer decision to purchase goods or services. Borden suggested that all those actions represented a ‘marketing mix’. Professor E Jerome McCarthy (McCarthy, 1960), also at the Harvard Business School in the early 1960s, suggested that the marketing mix contained four elements: product, price, place and promotion. In popular usage, ‘marketing’ is the promotion of products, especially advertising and branding. However, in professional usage the term has a wider meaning that recognizes that marketing is customer-centered. Services or products are often developed to meet the desires of groups of customers or even, in some cases, for specific customers. McCarthy divided marketing into four general sets of activities. His typology became so universally recognized that his ‘Four Ps’ became legendary: • P 1 Product –The product aspects of marketing deal with the specifications of the actual services or goods, and how they relate to the customer’s needs and wants. • P 2 Pricing – This refers to the process of setting a price for a service or product, including discounts...
eBook - ePub- Mo Willan(Author)
- 2021(Publication Date)
- Bloomsbury Business(Publisher)
...However, its benefits cannot be overestimated and it is undertaken to achieve the following objectives. The DRIPE Framework best explains the purpose of marketing promotions: D = Differentiate – the means of showing the uniqueness of the products promoted R = Remind – aim at existing or previous customers to keep the product fresh in their minds and tempt them to buy again I = Inform – aimed at prospective customers to convince them to buy the product P = Persuade – convince both existing and prospective customers to buy the product E = Engage – maintaining long-term relationships with customers The Promotions Mix The promotions mix refers to the tools, methods or techniques that marketers can use to promote the firm’s products. Figure 20: Marketing Communications and the Marketing Mix The promotional mix consists of six techniques/tools/methods: • Advertising • Sales promotions • Direct marketing • Personal selling • Public relations and • Sponsorship Advertising Advertising can be defined as ‘any paid-for form of non-personal communication effected through mass media by an identified sponsor’ (Bovee, 1992). The AIDA framework explains the objectives of advertising: A = Awareness I = Interest D = Desire A = Action Theories Of Advertising There are two theories of advertising, namely strong and weak theories. The strong theory is based on the premise that advertising can affect a degree of change in the knowledge, attitudes, beliefs or behaviours of target audiences. Exponents of this theory believe that advertising can persuade people to buy products that they have never previously purchased. The weak theory stresses that a consumer’s pattern of brand purchases is driven more by habit than exposure to promotional messages...
eBook - ePubMarketing Strategy
Overcome Common Pitfalls and Create Effective Marketing
- Jenna Tiffany(Author)
- 2021(Publication Date)
- Kogan Page(Publisher)
...Your marketing plan will improve cross-team communication, and make sure that everyone knows what’s required of them to achieve the brand’s goals. The detail of the activities required to implement the plan such as budget, timescales and resources are included in Chapter 7. The measurement for each activity is covered in Chapters 8 and 9. Because, once the plan is defined, it doesn’t stop there. It’s an ongoing process. Let’s start by planning and determining how we are going to implement your strategy to achieve the objectives you defined in Chapter 3. Table 5.1 The marketing mix Skip table 1 P PRODUCT Design, technology, usefulness, convenience, value, quality, packaging, branding, accessories, warranties 2 P PLACE Retail, wholesale, mail order, internet, direct sales, peer-to-peer, multi-channel 3 P PRICE Strategies: skimming, penetration, psychological, cost-plus, loss-leader 4 P PROMOTION Special offers, advertising, endorsements, user trials, direct mailing, leaflets/posters, free gifts, competitions, joint ventures 5 P PEOPLE Employees, management, culture, customer service 6 P PROCESS Especially relevant to service industries. How are services consumed? 7 P PHYSICAL EVIDENCE Smart, run-down, interface, comfort, facilities The marketing mix and why it’s still valid An excellent model to use to ensure that your marketing strategy is equally weighted and not overly focused on one area is the marketing mix – otherwise known as the 4Ps or the 7Ps (Table 5.1). If you remember from Chapter 4, the 4Ps are Product, Price, Place and Promotion. These were introduced by E Jerome McCarthy in 1960 (Costantinides, 2006). As the services industry grew (explored in the history of marketing in Chapter 1), the marketing mix was extended to include three more Ps – People, Process and Physical Evidence. The marketing mix is invaluable. It’s a method that has existed for more than 60 years and it’s my go-to approach when creating a marketing plan to implement a marketing strategy...
