Promotion

pgs 354-357

Promotion

Strategies & activities used to communicate with consumers in the target market and persuade them to buy a product/service

Promotional mix

Combination of tools & strategies used by a business to effectively promote. Helps create awareness and encourage sales.

Sales Promotions

Short term marketing activity used to generate sales e.g. Loyalty card, discount, free sample.
Benefits - drives short-term sales, attracts new customers
Downside - short-term focus

Direct selling

Going straight to consumer with salesperson. For complex products, custom solutions and niche markets.

Benefit - builds trust and rapport
Downside - Requires investment in salaries & training

Public relations

Efforts to create and maintain a good public image, e.g. sponsorship, press conferences/releases

Benefit - enhances brand image
Downside - Takes time

Digital Marketing

The use of websites, apps and social media to promote & sell.

Benefit - Global reach
Downside - Hard to stand out