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What Is Promotion?
Promotion Is Marketing Communication
Promotion is communication from an organization to
 its customers
 potential customers
 the public
Marketing communication is another term for promotion.
Goals of Promotion
Goal of promotion
 to help a business achieve its goals by communicating with customers and the public
Promotion
 informs
 expresses
 persuades
Inform
Businesses want to keep customers informed about
 existing products
 new products
 new features on existing products
 how to use or assemble products
 safety issues
 charities, cultural organizations, and community events that the business supports
Express
Promotional messages express and entertain.
 attracts customer attention to products
 creates demand for products
Messages that entertain or create emotion are more likely to be remembered.
Persuade
Persuasion
 use of logic, argument, or pleading to get another person to agree with you or act in a
certain way
 the ultimate goal of promotion is to persuade people to buy the product
 occurs through information, reminders, expression, and entertainment
The Communication Process
The communication process in promotion
 the marketer is the sender
 the target market is the receiver
Noise
Noise can interfere with promotional messages.
Noise can include
 physical noise, technical problems, external distractions, and internal distractions
Two methods to counteract distractions
 repeat the same message many times
 make the message stand out from all others
Feedback
How do marketers determine whether a promotion message was effective?
 effective promotion is promotion that achieves its goals
Customer feedback can be obtained by
 monitoring sales
 performing market research
Types of Promotion
Types of Promotion
Promotion can be categorized based on
 the target market
 businesses or consumers
 what is being promoted
 product promotion: focuses on selling the product
 institutional promotion: focuses on creating an image of the organization
 the four elements of promotion
Promotion is either personal or nonpersonal.
 personal promotion
 occurs directly between customer and marketer
 personal selling is the only type of personal promotion

nonpersonal promotion
 communicates the same message to the entire target market
 Examples: advertising, sales promotion, and public relations
Four Elements of Promotion
The four elements of promotion
 personal promotion
 personal selling
 non-personal promotion
 advertising
 sales promotion
 public relations
Personal Selling
Personal selling
 seller communicates in person with buyer
 a selling message can be customized for each buyer based on immediate feedback from
the customer
 can occur on-site, over the phone, and over the internet
 used in both B2C and B2B sales
Advertising
Advertising includes
 print ads
 commercials
 Internet ads
 outdoor advertising
 transit advertising
 direct marketing
 e.g., sales flyers
Sales Promotion
Sales promotion
 marketing activities designed to entice customers to buy a company’s products
 Examples: coupons, contests, free samples
 can be categorized as B2C and B2B
B2C sales promotion
 coupons and rebates
 free samples
 premiums
 contests and sweepstakes
 promotional tie-ins
 product placement
 visual merchandising
B2B sales promotion
 trade shows
 trade allowances
 point-of-purchase advertising
 sales incentives
Public Relations
Public relations
 promotional activities designed to create goodwill between a company and the public
 proactive public relations
 communications initiated within the company for the purpose of image building
 reactive public relations
 communications in response to negative events or damaging information
Publicity
 information about a company and its products that appears in the media
 company does not pay for articles to be written
 company also has no control over article content
 main tools of publicity: press release, press kit, and press conference
Philanthropy
 supporting a charity, sport, or cultural activity
 public relations department makes the sure public knows about these activities
 potential customers will feel good about a company that supports causes they care
about