BMF 12.1
Chapter 12: Promotion
Chapter 12.1: Role of Promotion
Objectives
Define promotion as one of the four P’s of marketing.
Explain the promotional mix.
Define the concept of integrated marketing communications.
Key Terms
Promotion: The act of creating awareness for products or services.
Product Promotion: Focus on specific products.
Institutional Promotion: Focus on promoting the company as a whole.
Persuasion: Influence behavior through message delivery.
Communication Process: Sender, encoding, channel, receiver, decoding, feedback.
Promotional Mix: Combination of promotional tools used.
Advertising: Paid non-personal communication.
Visual Merchandising: Store displays designed to attract customers.
Storefront: The external image of the business.
Marquee: Overhanging structure with a sign at the store entrance.
Public Relations (PR): Communication to foster goodwill between a business and the public.
Press Release: Official company communication to the media.
Integrated Marketing Communications (IMC): Coordination of all promotional efforts.
Key Terms Continued
Promotional Campaign: A planned series of promotional activities.
Electronic Promotion: Use of digital platforms for promotion.
Participatory Marketing: Engaging customers in the marketing process.
AIDA: Model for understanding customer engagement - Attention, Interest, Desire, Action.
Essential Question
What role do promotion strategies play in marketing?
Promotion Strategies
Promotion: Communicating with potential customers to influence buying behavior.
Product Promotion: Specific focus on individual products.
Institutional Promotion: Focused on the reputation of the company overall.
Purpose of Promotion: To inform, persuade, and remind the audience.
Guerilla Marketing: Unconventional, surprise-based advertising tactics designed to create buzz.
Types of Messages
Informative Messages: Provide education and information to consumers.
Persuasive Messages: Aim to change beliefs or provoke action through logic.
Reminding Messages: Reinforce familiarity over time to encourage purchase decisions.
Communication Process
A series of actions involved in message transmission from sender to receiver.
Six Elements of the Communication Process
Sender: Originator of the message.
Message: Encoded information to be communicated.
Channel: Medium through which the message is conveyed.
Receiver: Individual who receives the message.
Decoding: Translation of the received message.
Feedback: Response of the receiver back to the sender.
Promotional Mix
Promotional Mix: A combination of various elements used in a promotional campaign.
Public Relations: Building a positive company image.
Advertising: Paid, non-personal communication aimed at a target market.
Personal Selling: Direct interaction with customers.
Sales Promotions: Short-term incentives to encourage sales.
Details of Promotional Mix Elements
Advertising:
Types: Print media (newspapers, magazines), Broadcast media (radio, TV), Social media.
Sales Promotions: Encourage immediate purchase through incentives.
Visual Merchandising: Creating effective displays (Point-of-Purchase displays).
Storefront: Represents business image; Marquee: Sign structure at the entrance.
Public Relations (PR):
Activities to foster goodwill; includes press releases, speeches, public communications.
Proactive PR: Building a favorable public image.
Reactive PR: Addressing negative perceptions.
Personal Selling: Direct salesperson interaction; includes demonstrations and impromptu speaking.
Integrated Marketing Communications (IMC)
IMC Definition: Strategy that unifies various promotional efforts for a cohesive marketing message.
Promotional Campaign: Coordinated marketing actions aimed at achieving a specific goal.
Electronic Promotion: Utilizes digital technology for outreach.
Participatory Marketing: Engages customers actively in the marketing process.
AIDA Model in Marketing
Attention: Capture customer interest.
Interest: Engage the customer further.
Desire: Create a wish for the product.
Action: Encourage the final sale.