6 Goals of PromotionThe ultimate goal of promotion is to create competitive advantage. The tasks are as follows.Informing: Increase awareness, Explain how product works, Suggest new uses, Build company imageReminding: Remind customers about its need, Remind customers where to buy product, Maintain customer awarenessPersuading: Encourage brand switching, Change customers’ perceptions of product attributes, Influence immediate buying decision, Persuade customers to callConnecting: Form relationships through social media, Encourage transparent information exchange, Customers become brand advocates
26 Ch 15 Discussion Questions What is Promotional Mix? Discuss the Elements of the Promotional Mix.What is Promotional Mix? Explain goals and tasks of promotional mix in marketing.Describe the Communication Process. Why a marketer should study the communication process?Explain the AIDA concept/model and its relationship to the promotional mix.Discuss the Factors Affecting the Choice of Promotional Mix.Explain how the promotion changes at various stages of the Product Life Cycle.