Promotion
Promotion refers to the various marketing activities aimed at increasing awareness and interest in a product or service. It encompasses advertising, sales promotions, public relations, and personal selling. The goal of promotion is to communicate the value of the offering and persuade target customers to make a purchase.
8 Key excerpts on "Promotion"
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- 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- 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 - 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...
- John Lidstone, Janice MacLennan(Authors)
- 2017(Publication Date)
- Routledge(Publisher)
...Below is a summary of the role that each might play, the form that they might take, and their advantages. A successful communications strategy requires that one finds the right combination of Promotional tools and techniques, defines their role and the extent to which they can or should be used, and co-ordinates their use. To accomplish this, the marketer must understand the role of Promotion in the marketing programme. While implicit communication occurs through the various elements of the marketing mix, most of one’s communications with the marketplace take place in a planned and controlled Promotional programme (often referred to as the Promotional campaign). The basic tools used to accomplish this programme are often referred to as the Promotional mix (see Table 16). Deciding on the creative strategy The purpose of the Promotions mix is to carry a message to the target segment in order to produce a desired response or attitude. Before messages (i.e. the creative strategy) can be formulated, an in-depth understanding of the target segment is necessary: ● What is the profile of the segment? ● What are the key attitudes? ● How do the customers in each segment perceive the product and its competitors? ● What stage is the segment in the buying decision process? ● What desired response do we want to elicit? S EGMENTATION IS ONLY MEANINGFUL IF IT IS USED AS A TOOL FOR UNDERSTANDING THE CUSTOMER SO THAT WE CAN INFLUENCE THEIR BEHAVIOUR I.E. TO BUY MORE OF OUR PRODUCTS. T HE WAY IN WHICH BEHAVIOUR CAN BE CHANGED IS THROUGH SENDING MESSAGES VIA THE COMMUNICATIONS MIX. The Customers’ Decision-Making Process The purpose of any Promotion must be to change attitudes of the target audience...
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 - ePub- Mo Willan(Author)
- 2021(Publication Date)
- Bloomsbury Business(Publisher)
...CHAPTER TWELVE The Promotion Mix The fourth element of the marketing mix is Promotion. Once the firm has produced its products, set its prices and determined channels of distribution, it should now focus on creating persuasive communications to its target audiences in order to create awareness and subsequent demand for its products. Without this awareness, consumers will not know of the existence of the firm’s products and hence will not buy. Promotions or marketing communications refers to the exchange of marketing information between an organization and its publics. Publics include the following: • Customers • Shareholders • Employees • The government • The local community in which the organization operates • Trade unions • Pressure groups • The media The Communication Process Figure 17: Linear Model of Communication The elements of the communication model can be classified as follows: • Sender – the party sending the message to another party • Encoding – putting thought into symbolic form • Message – the content of the communication that the sender sends to the receiver • Media – the communication channels used for sending the message • Decoding – the receiver translates and interprets message • Receiver – the party receiving the message • Response – the receiver reacting to the message • Feedback – the part of the receiver’s response which is communicated back to the sender • Noise – factors that prevent the decoding of a message by the receiver in the way intended by the sender Tasks Of Marketing Communications The following points need to be considered: • Who should receive the...
eBook - ePub- Lynne Eagle, Barbara Czarnecka, Stephan Dahl, Jenny Lloyd(Authors)
- 2014(Publication Date)
- Routledge(Publisher)
...term Promotion as a part of the ‘4Ps of marketing management’, as shown in Figure 1.1. Figure 1.1 Traditional marketing management decisions 2 Promotion in its turn is usually shown as in Figure 1.2, with separate functions that reflect the reality of distinct, independent organizations performing specialist functions without significant coordination of their activity. Thus it is possible for advertising to attempt to project an exclusive, quality-based image while at the same time price-based sales Promotions could be used; the two communication activities projecting very different images to consumers and often occurring without linkages to other marketing activity, including packaging. 3 This separation of function and activity ignores the fact that consumers integrate information, including marketing communications and information from other sources including the media and via retail outlets where a manufacturer may have limited control over marketing communications. This will occur whether the marketing or advertising organization makes a conscious effort to integrate messages from sources under their direct control or not, with the result that messages can be put together in unexpected ways – which may even be harmful to the brand. 4 Figure 1.2 Traditional Promotional mix decisions 2 To be fully effective, integration starts at the initial strategic planning level and is far more than just ensuring a common look or feel to messages sent via different channels. Figures 1.1 and 1.2, however, are overly simplistic in that they do not reflect the complexities of the processes involved...
