Mar mod 6 - promotion

promotion

a key component of the marketing mix (4Ps) that involves communication strategies to inform, persuade, and remind customers about a product or service

true

true or false: the goal of promotion is to create awareness, generate interest, drive demand, and reinforce brand loyalty

integrated marketing communication (IMC)

the strategic coordination of various promotional tools to deliver a consistent and unified brand message across multiple channels

ensures message consistency across all platforms

increases brand credibility and trust

enhances the effectiveness of marketing efforts by reinforcing key messages

provides a cost-effective approach to promotion by optimizing resource allocation

importance of IMC

promotional mix

the combination of different communication tools used to achieve marketing objectives

advertising

sales promotion

public relations

personal selling

direct marketing

digital and social media marketing

elements of the promotional mix

advertising

paid, non-personal communication through mass media

example: a coca-cola TV commercial aired during the super bowl

pros and cons of advertising

pros: reaches a large audience quickly, enhances brand awareness, allows for message control

cons: expensive, limited engagement with consumers, difficult to measure direct impact

sales promotion

short-term incentives to encourage purchases

example: buy one get one free at publix

pros and cons of sales promotion

pros: boosts short term sales, encourages brand switching, complements other promotions

cons: can erode brand equity if overused, leads to price sensitivity, temporary impact on sales

personal selling

direct interaction between salesperson and buyer

example: a real estate agent giving a private home tour

pros and cons of personal selling

pros: highly personalized approach, allows for immediate feedback, effective for high-value products

cons: high cost per customer, time-consuming, relies on salesperson skills

public relations

managing brand reputation and goodwill

example: tesla announcing a new sustainability initiative through media coverage

pros and cons of public relations

pros: enhances credibility, cost-effective compared to advertising, builds long-term brand image

cons: limited control over media messaging, difficult to measure effectiveness, requires ongoing effort

direct marketing

direct communication with customers to generate response

example: amazon sending personalized email recommendations

pros and cons of direct marketing

pros: highly targeted, measurable response rates, cost-effective

cons: can be perceived as intrusive, requires a strong database, high rejection rates

digital and social media marketing

online marketing through websites and social platforms

example: nike’s instagram influencer campaign

pros and cons of digital and social media marketing

pros: interactive and engaging', cost-effective with precise targeting, provides real-time analytics

cons: requires constant management, highly competitive, potential for negative public feedback

AIDA model

outlines four stages a consumer goes through when interacting with a promotional message

Attention

Interest

Desire

Action

AIDA model stages

attention - AIDA

capturing interest through engaging content

example: A viral Super Bowl ad featuring a celebrity

Interest - AIDA

generating curiosity and engagement

example: A YouTube demo showing product functionality.

Desire - AIDA

creating an emotional connection or preference

example: A testimonial video showing real customer experiences.

Action - AIDA

encouraging a purchase or next step

example: A limited-time 20% discount on an e-commerce site.

true

true or false: companies use different promotion strategies depending on the product, market conditions, and customer behaviorp

push strategy

focuses on pushing the product through the distribution channel

targets wholesalers, retailers, and sales teams

encourages retailers to stock and promote the product

example: a pharmaceutical company promoting drugs directly to doctors who then prescribe them to patients

pull strategy

focuses on pulling consumers toward the product through brand demand

uses advertising and direct-to-consumer marketing

encourages customers to request products from retailers

example: apple launching an advertising campaign that creates high consumer demand, prompting retailers to stock more iphones

introduction - product life cycle

high advertising to create awareness; public relations to build credibility

growth - product life cycle

sales promotions to boost market share; personal selling for expansion

maturity - product life cycle

strong focus on brand differentiation through advertising; loyalty promotions

decline - product life cycle

minimal promotion; focus on direct marketing for existing loyal customers

true

true or false: Promotion is a strategic communication process that aligns with marketing objectives, product lifecycle stages, and target audiences. Using an integrated approach ensures that messages are consistent, engaging, and effective in achieving both short-term and long-term marketing success.