1.3.2 Branding and Promotion

Promotion

The actions created to communicate within the market to increase visibility and therefore sales of a product. It is a component of the marketing mix and it informs customers about the product and persuades them to buy it.

AIDA

The four stages of promotion designed to create awareness, interest, desire, and action.

Types of Promotion

Different methods used to promote products or services.

Advertising

A paid form of communication that uses mass media to reach a large audience. It is used to inform, persuade, or remind consumers about a product or service.

Digital communication

The use of electronic devices and the internet to communicate with customers. Includes activities such as email marketing, social media marketing, and search engine optimization (SEO).

Sales promotions

Short-term incentives that encourage customers to buy a product or service. They can include things like coupons, discounts, and free samples.

Public relations (PR)

The practice of building positive relationships with the media and other stakeholders. It is used to generate positive publicity for a company or product.

Personal selling

A type of promotional activity in which a salesperson interacts with a potential customer in order to persuade them to buy a product or service. It is a one-on-one communication between the salesperson and the customer.

Factors that influence promotional decisions

Various factors that impact the choice of promotional activities.

Market segmentation

The process of dividing a market into distinct groups of buyers who have different needs, characteristics, or behaviors.