Purpose of promotion

Purpose of Promotion

Definition:

Promotion in marketing refers to the various methods and strategies used by businesses to create awareness and generate interest in their products or services among customers and other stakeholders. It encompasses a range of activities aimed at informing, persuading, and ultimately influencing consumer behaviour.

Key Objectives and Purpose of Promotion:

Customer Awareness:

The primary purpose of promotion is to ensure that potential customers are aware of a product or service offered by a business. It involves making the target audience knowledgeable about what the business has to offer.

Example: A new smartphone manufacturer launches an advertising campaign to inform consumers about its latest product, highlighting its features and benefits.

Creating Publicity:

Promotion goes beyond advertising; it encompasses various methods to gain publicity and attention. Businesses use a mix of promotional strategies to create a buzz and generate interest in their offerings.

Example: An upcoming movie studio releases teaser trailers, conducts press conferences, and engages in social media marketing to build anticipation and create publicity before the film's release.

Overall Promotional Mix:

Businesses create an overall promotional mix by combining various strategies to reach their target audience effectively. This mix typically includes advertising, sales promotions, personal selling, and direct marketing.

Example: A retail company employs a mix of advertising through TV commercials, in-store promotions (such as "Buy One Get One Free"), and personal selling through its sales representatives to promote its products.

---

Purpose of promotion

Advertising:

Advertising is a key component of promotion, where a business pays for messages about itself to appear in mass media channels like television, radio, or newspapers. It can be informative, persuasive, or corporate.

Example: A beverage company runs a television advertising campaign showcasing the refreshing taste and quality of its soft drinks.

Sales Promotions:

Sales promotions aim to encourage customers to make immediate purchases by offering incentives such as discounts, gifts, coupons, or competitions. These promotions can target both wholesalers and end consumers.

Example: A supermarket chain offers a "Weekend Special" promotion with discounted prices on selected items to attract shopers.

Personal Selling:

Personal selling involves face-to-face communication with customers, often using sales representatives or agents to establish direct contact and build relationships.

Example: A real estate agency assigns sales agents to meet with potential home buyers, provide property information, and guide them through the purchasing process.

Direct Marketing:

Direct marketing strategies include tactics like direct mail, email campaigns, and special offers sent directly to individual consumers. These methods enable personalised communication.

Example: An online retailer sends personalised emails to customers with product recommendations based on their past purchases.

The purpose of promotion is to effectively reach, engage, and influence the target audience, ultimately driving consumer actions such as purchasing products, subscribing to services, or engaging with the brand. The specific promotional mix chosen by a business depends on factors such as market size, available resources, and marketing objectives.