Promotion Marketing

11 Key excerpts on "Promotion Marketing"

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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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  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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  Cross-Cultural Personal Selling

  Agents' Competences in International Personal Selling of Services

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

    (Publisher)

  2 Personal Selling in the Service Sector as One Marketing Promotional Tool 2.1 The Essence of Promotion, Its Functions and Goals Building effective customer relationships is not an easy task, and it is certainly a long-term process in which successful communication plays a very important role (sometimes even constituting the competitive advantage of the company). Promotion comprises all activities connected with communication techniques aimed at informing, influencing and persuading customers to buy or use a particular product or service. Promotion involves various activities of the company aimed at ensuring that customers are aware of the product’s existence as well as its positioning and persuading customers that the product is better than the competing one and reminding them why they may want to buy it. Promotion can also be understood as a set of means by which the company communicates with the market, and provides information about its activities and products (including services). Its task is therefore to strengthen the impact of each element of the marketing mix, reflecting the unique features of the product (including quality), packaging, price, appearance, availability, etc. © The Author(s) 2017 A. Antczak and B.A. Sypniewska, Cross-Cultural Personal Selling, DOI 10.1007/978-3-319-55577-5_2 35 Currently, the marketing communication mix consists of eight tools: advertising, sales promotion, direct marketing, public relations and publicity, personal selling, events and experiences, online and social media marketing, and mobile marketing (Kotler and Keller 2016). Clearly, the communication mix has to be blended according to the purpose of communication and the objectives the company has set (McDonald and Wilson 2012). Of course, it is also related to many other factors such as the product itself and its life cycle, competition, market segmentation, marketing strategy and budget, target market, customer preferences, etc.

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  Business marketing management in a Business-to-Business context

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

    (Publisher)

  Beware: Because of their ambition to expand, some owners of rapidly growing businesses forget to connect their marketing strategy to their targeted promotional efforts. Marketing and sales activities that are too expensive without sufficient product testing or pricing are classic errors. 7.3. YOUR PROMOTIONAL COMBINATION How many of these tactics can you employ to determine your company’s perfect promotional mix? Choose a Market Segment Companies to spend on advertising to reach the greatest number of individuals with their brand or product. Television, newspapers, magazines, direct mail, radio, and the Internet may all be used to display advertisements. Sales promotions are incentives for consumers to acquire items and services. Couponing or rebate schemes, as well as public contests and games, are examples of this. The public is made aware of a company’s products and reputation through this type of advertising. Press releases and press conferences are two examples. “Direct marketing” refers to marketing through direct channels such as in- person events, catalogs, emails, phone calls, and mail. Many businesses implement a basic strategy that includes a promotional mix. Designing Communication and Promotion-Mix Strategies 161 The marketing mix consists of four important components to establish an effective marketing strategy: Consumers pay you in the form of a price for your goods. Spend some time developing pricing tactics that will allow your organization to profit while also attracting new clients. A “product” is any service or thing that meets the demands of the consumer. Market changes may need updates to this. This category includes special discounts, advertising, and other types of sales promotion. The item and its price were created as a result of a promotion (Theron & Terblanche, 2010). Knowing your location is critical for selecting the best area to distribute your items.

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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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  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 for Cultural Organizations

  New Strategies for Attracting Audiences - third edition

  • Bonita M. Kolb(Author)
  • 2013(Publication Date)
  • Routledge

    (Publisher)

  10 Promotion of the Marketing Message      

  When people are asked to define marketing, they will often describe the promotion of a product. However, the promotion of a product to consumers is actually the final step in the strategic marketing process, not the first. Before promotion can be effective, the cultural organization must first understand the external environment and how it affects the market for the product. It must research its target audience segment to discover the benefits that it desires. It must also understand how to package its product to include the desired benefits, price it correctly, and find the right venue in which to distribute. Only then is the organization ready to put together a promotional campaign. Now it knows to whom it is speaking and what needs to be said. With this knowledge, the cultural organization can design a marketing message that is appealing to its target market.

  Once the message is created, the organization then will decide how it should be communicated. The choices of method are advertising, sales incentives, personal selling, public relations, and social media. The current trend is to employ integrated marketing communications (IMC) which uses more than one promotional method and media to deliver the same message and thereby increase the likelihood of being heard.

  The Marketing Message

  Cultural organizations understand that they need to communicate a message about a product to the public. They also understand they must often communicate messages to raise funds and to advocate for the organization. All of these messages are similar in that they need to be based on the mission of the organization and convey the benefits the organization provides. A survey of nonprofit organizations found that 28 percent do not feel they have enough time to develop a communications strategy with a further 22 percent stating even if they had the time, they didn’t have the money to implement the strategy (Durham 2010). Nevertheless, unless a strategy is developed and implemented, the organization cannot compete in today’s crowded marketplace.

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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 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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  MKTG

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

    (Publisher)

  Sales promo- tion is generally a short-run tool used to stimulate im- mediate increases in de- mand. Sales promotion can be aimed at end consumers, trade customers, or a com- pany’s employees. Sales promotions include free samples, contests, premi- ums, trade shows, vacation giveaways, and coupons. They also include experi- ential marketing whereby marketers create or par- ticipate in events that en- able customers to connect with brands. For example, many brands participate in the annual Macy’s Thanks- giving Day parade to gain exposure, since more than 24.1 million viewers watch this traditional event. 11 Companies like Groupon have com- bined social networks and sales promotions, and social media sites like Facebook are expanding their promotion platforms through built-in contest and sweepstakes tools. National grocer Whole Foods was struggling to attract new customers; new owner Amazon began using data analytics to optimize Whole Foods product assortments at the store level and to understand combinations that lead to higher consumer purchases. To further increase sales, a loyalty program was created in combination with Amazon Prime customers, and their analytics showed that rewards program members spend more, resulting in 50 percent higher sales. In short, Whole Foods new strategy is using sales promotion to engage and keep its most loyal customers. 12 Marketers often use sales promotion to improve the effectiveness of other ingredients in the promotional mix, especially advertising and personal selling. Research shows that sales promotion complements advertising by yielding faster sales responses. In many instances, more marketing money is spent on sales promotion than on advertising. 15-4d Personal Selling Personal selling is a purchase situation involving a per- sonal, paid-for communication between two people in an attempt to influence each other. In this dyad, both the buyer and the seller have specific objectives they wish to accomplish.

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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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