Promotion

12 Key excerpts on "Promotion"

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  Marketing (AU), P-eBK

  • Greg Elliott, Sharyn Rundle-Thiele, David Waller, Ingo Bentrott, Siobhan Hatton-Jones, Pete Jeans(Authors)
  • 2020(Publication Date)
  • Wiley

    (Publisher)

  Each part of the Promotion mix will be discussed, and finally we will look at some special topics in Promotion. 9.1 What is Promotion? LEARNING OBJECTIVE 9.1 Explain Promotion (marketing communication) and its role in the marketing mix. Promotion is the creation and maintenance of communication with target markets. In marketing, promo- tion is usually thought of as comprising a strategic mix of advertising, public relations, sales Promotions and personal selling. As Promotion is basically about communicating a message to the marketplace, a term for Promotion that is growing in popularity is ‘marketing communication’. Further, when carefully combined and coordinated to achieve a consistent and effective message, the Promotional approach is known as integrated marketing communications (IMC). Much of this chapter is dedicated to explaining IMC. The idea behind IMC is that the planning of each part of the Promotion mix — advertising, public relations, sales Promotions and personal selling — should not be done in isolation; rather, strategies should be planned so that they work together to achieve greater clarity and consistency, and a better overall result. When everything is working effectively, other elements, such as word-of-mouth communication, can have a strong influence on consumers in some product markets (especially in relation to services such as movies, restaurants, doctors and accountants, but also in relation to some products, such as books). These other elements also need to be managed by the marketing organisation. A model of communication Given that Promotion is about communicating with target markets, it is important to discuss how communication works. The model presented in figure 9.1 describes the communication process: a message is encoded and sent by a sender or source, via a message channel or medium, to a receiver or target audience, who decodes the message and responds by some form of feedback.

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  Marketing Management N5 SB

  TVET FIRST

  • J Wiehan I Govender(Author)
  • 2018(Publication Date)
  • Macmillan

    (Publisher)

  A business’s Promotional strategy, also known as its marketing communication strategy, is its overall plan for communicating benefits to customers through the use of marketing mix tools. The main function of Promotion is to communicate the benefits of a business’s brand, and its products or services, to the target market. Unit 4.1: Promotion: also known as marketing communications; when a business uses different communication methods to inform and remind its target market about its products or services to influence their opinion positively (persuade them) and motivate them to buy or use the products or services 200 Module 4 Effective communication in a business Integrated communication ensures consistent information communication and prevents conflicting messages reaching target groups Integrated marketing communications (IMC) is when all a business’s communication tools and messages are linked to work in harmony and reinforce one another Promotional objectives determine which marketing mix elements will be best suited to informing, persuading and reminding consumers about the value and benefits of a business’s products or services Regular communication keeps target markets informed about a business’s offerings and helps to build relationships with them A coordinated communication approach helps to build better customer relationships and keep track of customers’ needs Figure 4.1: The importance of effective communication in a business An overview of Promotion as part of the marketing mix The Promotion or marketing communications mix is a blend of advertising, public relations, personal selling, sales Promotion, direct marketing and Internet marketing that a business can use to communicate information about its offerings and build customer relationships. Promotion or marketing mix tools Figure 4.2 gives a brief overview of Promotion or marketing mix tools. We will explore them in more detail in Unit 4.4. 4.1.1:

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  Cross-Cultural Personal Selling

  Agents' Competences in International Personal Selling of Services

  • Anna Antczak, Barbara A. Sypniewska(Authors)
  • 2017(Publication Date)
  • Palgrave Macmillan

    (Publisher)

  In order to be able to fulfill its functions, Promotion activities have to fulfill certain criteria (Ace 2002). First, they must be physically seen as well as noticed (attention must be given to them). They also have to be interesting and relevant to the customer, and appealing (positive attitude towards the conveyed message and its object). Finally, Promotion should make the customer undertake some action. The purpose of Promotion is to increase sales by increasing the number of consumers or increasing the amount of money left by one consumer in the shop. Before starting the Promotional activities, it is important to fix the overall goal, target market, to decide whether to include the most essential information in advertising or to give only the price of the product, to select the media and to set the budget to be spent on a Promotional campaign. When selecting the media, the choice is between internal and external forms. Internal media include: shop dec- oration, product presentation, shop windows, labels, posters and demonstrations. External media are for example: press, radio, television, cinema, Internet, brochures, catalogs and stadiums. When taking deci- sions, it is important to consider which audience we want to reach, what are the costs, at what time and how often they will be applied. This depends on the industry, range and financial resources which are available. One intention of Promotional activities is setting the brand in the mind of the buyer (a set of visible and invisible values that distinguish the product from others). Brand is a legal, economic and intellectual value of the company, as well as a part of the market value. Brand protects the product against competition, enhances customer loyalty, and symbolizes the quality of the whole company. The customer is often convinced that 2 Personal Selling in the Service Sector … 39 branded products are of high quality, which means they are purchased more eagerly.

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  Management of Marketing

  • Paul Reynolds, Geoff Lancaster(Authors)
  • 2005(Publication Date)
  • Routledge

    (Publisher)

  If we consider the company and the consumer as systems, we see that they share certain characteristics. The company system might be in a position it wishes to improve (or at least maintain). For example, the company may wish to increase profits and market share; enhance its reputation among competitors, the trade, and its consumers; and/or be perceived as an innovator and leader in its field. These desires are usually expressed in the form of company goals. Thus, the company has needs to fulfil. In analogous fashion, consumers perceive their present position and personal goals they wish to attain. They also have needs to fulfil.

  The common vehicle that permits each to move towards its goals is the ‘total product offering’. This is the ‘bundle of satisfactions’ the company offers to prospective consumers. Consumers do not purchase a product for the product’s sake, but for the meanings it has for them and what it will do for them in both an instrumental and a psychological sense. This is the concept that was developed in Chapter 4 relating to buyer behaviour.

  Thus, the role of the marketing communications function is to share the meaning of the company’s total product offering with its consumers in such a way to help consumers attain their goals and at the same time move the company closer to its own goals (see Schultz, 2002 , B, p. 8).

  10.3.2 The Marketing Communications Mix

  Promotion in its broadest sense means ‘to move forward’. However, in business, it refers to the communications activities of advertising, personal selling, sales Promotion and publicity.

  Advertising is a visible form of mass communications that is non-personal and paid for by an identified sponsor. Personal selling is a form of personal communication in which a seller attempts to persuade prospective buyers to purchase the company’s product or service. Sales Promotion relates to those short-term marketing activities that act as incentives to stimulate quick buyer action, for example, coupons, premiums and free samples. These Promotional activities (advertising, personal selling and sales Promotion) are variables over which the company has control. The company generally has little control over the presentation of publicity. Like advertising, publicity is a form of non-personal communication to a large group of people, but unlike advertising, publicity is not paid for by the company. Publicity is usually in the form of news or editorial comment about a company’s product or service. However, companies can instigate publicity through the release of news items, thereby exercising some measure of control over the publicity component of Promotion (a point discussed later in Section 10.11).

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  Business marketing management in a Business-to-Business context

  • D.P. Warne(Author)
  • 2023(Publication Date)
  • Society Publishing

    (Publisher)

  A sales Promotion’s goal is to attract customers to buy your goods or service right away. Customers and dealers can be persuaded to buy your items by offering irregular and temporary incentives such as price cuts, coupons, rebates, or special offers such as buy one, get one free. If a buyer purchased your items within a certain time limit as part of a sales campaign, a discount on the full purchase price would be granted. These goods and services may be marketed in print or online. The Promotion may be a discount code that provides 15% off the product if purchased on a specified day. Direct marketing is something to think about. A Promotional mix may also include direct marketing to promote a product or service. This method is becoming increasingly popular since it saves firms both time and money. Direct marketing of your products or services to consumers can take various forms. To promote your items, you may distribute leaflets, go door to door, or set up a kiosk at a mall. Customers may have a more delightful and tailored experience as a consequence of this type of marketing (Backhaus et al., 2011). An Introduction to Marketing Mix Formulation To enhance sales and promote the benefits of your company’s products or services to groups of potential consumers. If you want to effectively implant the right messages in the minds of your target audience, you must pay great attention to how you sell your business. Designing Communication and Promotion-Mix Strategies 163 Figure 7.3: Digital marketing concept Source: https://media.istockphoto.com/vectors/digital-marketing-concept-vec- tor-id483171893?k=20&m=483171893&s=612x612&w=0&h=wy8u47oQsz EtI7seKZL4nm2bdtXkj7vgnGVnJLaytcw= 7.4. ANALYTIC THINKING All products, even the best, require advertising. When it comes to acquiring your product or service, you must first educate your clients. The “Promotional mix” refers to the many tactics you use to promote your products and services.

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  Marketing Hospitality

  • Cathy H. C. Hsu, Tom Powers(Authors)
  • 2002(Publication Date)
  • Wiley

    (Publisher)

  13 Marketing Communication: Sales Promotion, Public Relations/Publicity, and Personal Selling When you have finished reading this chapter, you should be able to: ■ Identify the major types of sales Promotion. ■ Describe the primary purpose of various sales Promotion techniques. ■ Provide examples of public relations and publicity. ■ Explain the steps in effective crisis management. ■ Discuss the sales process. ■ Illustrate how to build credibility and confidence during a sales presentation. ■ Understand the importance and techniques of closing a sale. 296 Chapter 13 / Marketing Communication: Sales Promotion, PR, and Personal Selling • Encourage trial purchase • Stimulate repeat business • Build customer loyalty through rewards • Increase sales during specific time periods • Increase customer spending or length of visit • Introduce new products or services • Compete with other operations for spotlight • Capitalize on special trends or events • Add excitement • Motivate employees FIGURE 13.1 Reasons to use sale Promotions. This chapter continues the discussion of the important topic of marketing communi- cation. Sales Promotion and public relations/publicity are impersonal activities that target a large number of consumers. They are often used in conjunction with adver- tising. Personal selling, however, is directed at individual decision makers. Sales Promotion Sales Promotion is a media and nonmedia marketing effort applied for a limited period of time to encourage trial or more frequent repeat purchases, introduce a new product, encourage consumers to trade up, or neutralize competitors’ marketing ac- tivities (Bennett 1995). Unlike advertising that is used to influence consumer attitudes over a period of time, a sales Promotion usually includes the provision of a financial incentive to build immediate sales. A good sales Promotion, ideally, should also support the company’s image. Figure 13.1 lists the probable reasons for using sales promo- tions.

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  Visualizing Marketing

  From Abstract to Intuitive

  • S. Umit Kucuk(Author)
  • 2016(Publication Date)
  • Palgrave Macmillan

    (Publisher)

  CHAPTER 6 Promotion Abstract This chapter introduces visual representations of Promotion within the marketing mix. The effectiveness of advertising and sales pro- motion, post-Promotion dips, public relations, personal selling, and inter- active marketing are discussed and illustrated with figures and graphs. Comparisons of these elements and their coordination for a successful marketing communication strategy are also investigated. Keywords Advertising  Sales Promotion  Interactive marketing  Repetition  Public relations  Personal selling  Promotion mix Companies use various Promotion tools to communicate the value created by products/services to consumers. Promotion practices have two princi- pal goals: offering information to consumers about products’ features and attributes; and building the right image and identity to convince or per- suade consumers to buy the product by changing their beliefs about it. In every communication process, there are always three major components: 1. Audience—Who is your audience? What do they like? What do they want to hear? 2. Message—What are the appealing signs, symbols, semiotics you need to use? What is the content or feature of your message? What do you want to tell your audience? © The Author(s) 2017 S.U. Kucuk, Visualizing Marketing, DOI 10.1007/978-3-319-48027-5_6 59 3. Channel—What is the best way to reach your audience: TV, Internet, or print? Which source do they use when they need infor- mation? Or, when and how do consumers use various message channels? Every Promotion communication uses four major marketing techniques to reach these goals: advertising, sales Promotion, public relations, and personal selling. These four tools are also called the Promotion mix elements. Advertising on TV or radio is a perfect tool to reach the mass of the population as the cost per contact is very low compared to other Promotion-mix elements.

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  Marketing Higher Education

  Understanding How to Build and Promote the University Brand

  • Paul Sergius Koku(Author)
  • 2022(Publication Date)
  • Routledge

    (Publisher)

  6 Promoting and Advertising Universities

  DOI: 10.4324/9781003160267-6

  Introduction

  This chapter has combined two common means through which organizations communicate with their target audiences and relates them to university marketing. It discusses the need to have communication objectives, and how universities can use the communication mix to reach their various targets. The chapter also defines advertising and discusses some seminal papers in advertising to set the basis for why and how universities must advertise. It concludes by discussing the communication channel and how it can be used by universities to effectively market themselves.

  Promotion

  Promotion is an element of the 4Ps – the marketing mixes. Because part of its objectives is to educate the target markets, many marketing textbooks often refer to Promotion and education in the same context. Promotion consists of several marketing activities that are designed to inform, educate, and build preference for a brand, a product, or a producer. Its targeted audiences are employees (the internal market), prospective users, and current users of the product or brand.

  Most organizations including universities use Promotion mix, a subset of the marketing mix, that is a specific mixture of advertising, sales Promotion, personal selling, publicity and public relations, instructional materials, direct marketing, product placements, and corporate design to communicate with their target markets within the framework of an Integrated Marketing Communication Model (IMC). As a tactical framework, the IMC should guide universities on how to be judicious in their communications by addressing the 5Ws –

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  Applied Marketing

  • Daniel Padgett, Andrew Loos(Authors)
  • 2021(Publication Date)
  • Wiley

    (Publisher)

  11.2 Group Promotion Advertising Sales Promotion Influencing Public Relations and Publicity 11.2 Outline the common types of group Promotion, including advertising, sales Promotion, and public relations. 11.3 Personalized Promotion Personal Selling Direct Marketing 11.3 Describe the common types of personalized Promotion, including personal selling and direct marketing. 11.1 Managing the Promotion Mix 215 11.1 Managing the Promotion Mix Promotion covers a broad range of marketing activities, and we believe that the best way to understand Promotion is to define it as the set of marketing communication activities designed to inform and persuade important groups of people, primarily customers. For our purposes, we limit our definition to informative and persuasive communication reasonably related to the organization’s marketing activities. Note, however, that customers can be anyone the company wants to exchange with. For example, a small local jewelry store may promote itself to expen- sive watch brands, such as Rolex, to become an exclusive authorized Rolex dealer. The retailer also would promote locally to its retail customers. That said, we focus this chapter on promo- tional activities directed at customers. Overview of the Promotion Mix Marketing managers use a variety of tools to promote. We refer to this collection of tools as the Promotion mix. We emphasize the term mix here because relying on a single tool to commu- nicate with customers is often ineffective. Marketing managers look for ways to combine tools to develop synergies among them so that the mix works better than individual tools alone. Capturing these synergies requires that managers coordinate the tools into an integrated mar- keting communications (IMC) strategy. As illustrated in Figure 11.1, a properly planned and executed IMC strategy utilizes multiple channels of communication to project a single, unified, and compelling message about a brand.

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  Marketing in Travel and Tourism

  • Mike Morgan, Ashok Ranchhod, Victor Middleton, Alan Fyall(Authors)
  • 2010(Publication Date)
  • Routledge

    (Publisher)

  merchandising is often used specifically to mean sales Promotion at the point of sale.

  Sales Promotions come in two basic types. They can offer a reduction in price, or they can include something extra in the ‘package’ at the normal price. Price-based Promotions are easy to understand and have an immediate appeal; hence, it will probably have a greater impact on sales. On the other hand, a price reduction is easy for a competitor to copy, and hence risks provoking a price war. Price cuts can devalue the image of the product, low price being popularly equated with low quality as in the phrase ‘cheap and nasty’. There is also the risk already mentioned of customers coming to expect the lower price, making it difficult to increase it again (Morgan, 1996 ). Added-value packages avoid these dangers, and if used imaginatively, can help to attract attention to the product and reinforce the brand image.

  Traditionally, such techniques have been known as ‘below-the-line’ marketing, distinguishing them from ‘above-the-line’ advertising. However, sales Promotions in the sense of short-term incentives or discounts are often communicated through media advertising as well as through direct marketing and point of sale displays.

  Exhibitions and trade shows are sometimes grouped with sales Promotion or with PR. However, in view of their importance in tourism marketing, these will be considered separately in the next chapter.

  Chapter Summary

  • In a multimedia world of competing marketing messages, IMC strategies aim to take the best possible advantage of each fleeting opportunity by making sure that each time customers encounter an organization, they get the same clear, coherent and compelling message about the brand. This means the integration of marketing objectives and messages across the range of Promotional tools and communication channels.

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  Marketing

  • William Pride, O. C. Ferrell(Authors)
  • 2019(Publication Date)
  • Cengage Learning EMEA

    (Publisher)

  Cengage Learning reserves the right to remove additional content at any time if subsequent rights restrictions require it. PART 7: Promotion Decisions 468 Organizations such as Toyota employ a variety of Promotional methods to communicate with target markets. Sometimes the messages are planned in advance. Other times, they may be a response to a dramatic change in the marketing environment. Providing information to cus- tomers and other stakeholders is vital to initiating and developing long-term relationships with them. This chapter looks at the general dimensions of Promotion. First, we discuss the nature of integrated marketing communications. Next, we analyze the meaning and process of commu- nication. We then define and examine the role of Promotion and explore some of the reasons Promotion is used. We consider major Promotional methods and the factors that influence marketers’ decisions to use particular methods. Next, we explain the positive and negative effects of personal and electronic word-of-mouth communication. Finally, we examine criti- cisms and benefits of Promotion. 16-1 THE NATURE OF INTEGRATED MARKETING COMMUNICATIONS Integrated marketing communications refer to the coordination of Promotion and other mar- keting efforts to ensure maximum informational and persuasive impact on customers. Coor- dinating multiple marketing tools to produce this synergistic effect requires a marketer to employ a broad perspective. A major goal of integrated marketing communications is to send a consistent message to customers. Tide developed an integrated marketing campaign for the Super Bowl to highlight Tide’s dominance in the detergent market as well as demonstrate its high performance. Tide’s series of ads that ran during each quarter featured David Harbour (Stranger Things) and implied that any commercial with clean clothes is a Tide ad.

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  MKTG

  • Charles Lamb, Joe Hair, Carl McDaniel, , Charles Lamb, Charles Lamb, Joe Hair, Carl McDaniel(Authors)
  • 2020(Publication Date)
  • Cengage Learning EMEA

    (Publisher)

  Instead, the content invites customers to experience it on social media or a pull strategy a marketing strategy that stimulates consumer demand to obtain product distribution 287 CHAPTER 15: Marketing Communications Copyright 2021 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s). Editorial review has deemed that any suppressed content does not materially affect the overall learning experience. Cengage Learning reserves the right to remove additional content at any time if subsequent rights restrictions require it. © Photo Credit Here 288 PART FIVE: Promotion and Communication Strategies Eric Broder Van Dyke/Shutterstock.com 16 LEARNING OUTCOMES After studying this chapter, you will be able to… 16-1 Discuss the effects of advertising on market share and consumers 16-2 Identify the major types of advertising 16-3 Discuss the creative decisions in developing an advertising campaign 16-4 Describe media evaluation and selection techniques 16-5 Discuss the role of public relations in the Promotional mix 16-6 Define and state the objectives of sales Promotion and the tools used to achieve them Advertising, Public Relations, and Sales Promotion Copyright 2021 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s). Editorial review has deemed that any suppressed content does not materially affect the overall learning experience. Cengage Learning reserves the right to remove additional content at any time if subsequent rights restrictions require it. 16-1 THE EFFECTS OF ADVERTISING Advertising was defined in Chapter 15 as impersonal, mass communication about a product or organization that is paid for by a marketer.

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