Promotion (marketing)


Promotion (marketing)

Promotion is one of the four elements of marketing mix (product, price, promotion, place). It is the communication link between sellers and buyers for the purpose of influencing, informing, or persuading a potential buyer's purchasing decision.[1]


The specification of five elements creates a promotional mix or promotional plan. These elements are personal selling, advertising, sales promotion, direct marketing, and publicity.[2] A promotional mix specifies how much attention to pay to each of the five subcategories, and how much money to budget for each. A promotional plan can have a wide range of objectives, including: sales increases, new product acceptance, creation of brand equity, positioning, competitive retaliations, or creation of a corporate image. Fundamentally, however there are three basic objectives of promotion. These are:[3]

  1. To present information to consumers as well as others
  2. To increase demand
  3. To differentiate a product.

There are different ways to promote a product in different areas of media. Promoters use internet advertisement, special events, endorsements, and newspapers to advertise their product. Many times with the purchase of a product there is an incentive like discounts, free items, or a contest. This is to increase the sales of a given product.

The term "promotion" is usually an "in" expression used internally by the marketing company, but not normally to the public or the market - phrases like "special offer" are more common. An example of a fully integrated, long-term, large-scale promotion are My Coke Rewards and Pepsi Stuff. The UK version of My Coke Rewards is Coke Zone.

See also

Two types of channel of distribution methods are available. Indirect distribution involves distributing your product by the use of an intermediary - for example, a manufacturer selling to a wholesaler and then on to the retailer. Direct distribution involves distributing directly from a manufacturer to the consumer. For example, Dell Computers providing directly to its target customers. The advantage of direct distribution is that it gives a manufacturer complete control over their product.

Notes

  1. ^ Kurtz, Dave. (2010). Contemporary Marketing Mason, OH: South-Western Cengage Learning.
  2. ^ Rajagopal. (2007) Marketing Dynamics: Theory and Practice. New Delhi, India: New Age International. Retrieved April 5, 2010, from NJIT EBook Library: http://www.njit.eblib.com.libdb.njit.edu:8888/patron/FullRecord.aspx?p=437711
  3. ^ Kurtz, Dave. (2010). Contemporary Marketing Mason, OH: South-Western Cengage Learning.

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