1. The Role of Promotion Promotion Role of promotion
Commonly the object of two misconceptions
Promotional activities make up the entire field of marketing
Promotional activities are unnecessary and cause higher prices
Role of promotion
To facilitate exchanges directly or indirectly by informing individuals, groups, or organizations and influencing them to accept a firm’s products or to have more positive feelings about the firm
Convey product and service information directly to target market segments
Provide information to interest groups, regulatory agencies, investors, and the general public
To maintain positive relationships between a company and various groups in the marketing environment
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2. Information Flows Into and Out of an Organization
A promotional activity’s effectiveness depends on the information available to marketers
Source: William M. Pride and O. C. Ferrell, Marketing: Concepts and Strategies, 15th ed. (Mason, Ohio: South-Western/Cengage Learning, 2010). Adapted with permission.
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3. The Promotion Mix
The particular combination of promotion methods a firm uses to reach a target market
Advertising
A paid nonpersonal message communicated to a select audience through a mass medium
Personal selling
Personal communication aimed at informing customers and persuading them to buy a firm’s products
Sales promotion
The use of activities or materials as direct inducements to customers or salespersons
Public relations
Communication activities used to create and maintain favorable relations between an organization and various public groups, both internal and external
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4. Possible Ingredients for an Organization’s Promotion Mix
Source: William M. Pride and O. C. Ferrell, Marketing: Concepts and Strategies, 15th ed. (Mason, Ohio: South-Western/Cengage Learning, 2010). Adapted with permission.
Copyright © Cengage Learning. All rights reserved