Promotional Strategies and Techniques

Promotion and Advertising

  • Promotion

    • Definition: Advertising or a way to gain publicity.

  • Types of Promotion

    • Product Promotion

    • Definition: Companies advertising their product or service to show it better than competitors.

    • Institutional Promotion

    • Definition: Good publicity that results from advocating for a community or social issue.

  • Promotional Mix

    • Definition: The combination of strategies and methods used for selling and advertising a product.

  • Advertising

    • Definition: A type of promotion that companies pay for to showcase their product or service.

  • Direct Marketing

    • Definition: Promotion that specifically targets certain individuals, such as through mail campaigns.

  • Social Media

    • Definition: Online networks, including platforms like Instagram and Twitter, used for promotional activities.

  • Sales Promotion

    • Definition: Marketing techniques such as coupons, discounts, and samples meant to encourage purchases.

  • Public Relations (PR)

    • Definition: The practice of maintaining a positive status/image with the public.

  • Marketing Policies

    • Push Policy

    • Definition: A strategy of pushing a product out towards retailers and consumers, focusing on the supply chain.

    • Pull Policy

    • Definition: Promotions that attract consumers to seek out a product or service.

  • Consumer Promotion

    • Examples include coupons, rebates, and sweepstakes designed to entice customers.

    • Coupons

    • Definition: Paper or digital deals that offer consumers money off a product.

    • Premiums

    • Definition: Free items given by a brand to consumers, as seen with McDonald's happy meal toys.

    • Incentives

    • Definition: Motivational factors that encourage consumers to purchase more products.

    • Loyalty Programs

    • Definition: Reward systems for customers that offer exclusive deals, as seen in companies like Wawa or McDonald's.

  • Marketing Communications

    • Via

    • Definition: Refers to the means through which communication or products are sent or conveyed.

    • Target

    • Definition: The specific audience or demographic one focuses on during promotional activities.

    • Distribution

    • Definition: The process of spreading a product evenly across different markets or retailers.

  • Trade Promotions

    • Definition: Initiatives by manufacturers to encourage retailers to display and sell their products effectively.