¶ … promotional strategy may be defined as a way to optimize sales advertising, public relations, personal selling, and sales promotion. Promotion is one critical component of the overall marketing mix of price, place, promotion, and product. Promotional mixes today include social media as well as traditional advertising. Promotional strategies must effectively communicate the competitive advantage that can be secured by using the product, including quality, speed of delivery, low prices, or other unique features.
Although promotion can seem like a mysterious, complicated process, it is essentially about communicating effectively. Promotional messages can be communicated individually, as in the case of a personalized sales pitch, or on a mass level. The communications process in all instances is defined as sending; encoding the message; sending the message through a message channel; decoding the message; and receiving the message. The receiver and sender are on a continual feedback channel although 'noise' can obfuscate the message and distract both parties.
The new model of virtual promotion through the Internet has expanded the ability for marketing messages to be personalized. While before advertising was data-driven (for example, deciding to position an advertisement at a certain time slot to attract young people), today marketing can be more personal through the Internet, and specifically tailored to individual needs (such as Amazon making suggestions based on your past search history).
Regardless of the venue, all marketing has the aims of informing, persuading, and reminding the consumer. The emphasis on these different components will vary, depending on the stage of the product's lifecycle. At the beginning of the product's existence, the likely aim of the company is mainly to inform consumers. As awareness grows, the company may take a more aggressively persuasive stance. Finally, once the core base has been identified and there is demonstrable product loyalty, then the company can shift to an emphasis on reminding consumers of its existence. Informative positioning increases awareness and explains the product; persuasion may demonstrate how the product is superior to its competitors; reminding reminds consumers of the product's existence, its use, and where to buy it.
Advertising is no longer solely distributed through traditional media alone. The disadvantages of traditional...
Marketing Mass marketing is differentiated from target marketing, in that the target customer is pretty much everybody. A firm that has a target market will either have all of its sales, or a significant portion of them, in an specific identifiable group. Thus, the product should span across race, gender, age and geography. Such a product's target market would be better understood in terms of who doesn't buy it than who
Public Relations So what is a business? A business is an organization that operates to generate profits, usually for its owners. Those owners may be a private individual or individuals, a group of individuals who form a partnership, or a wider group of people with a financial interest in the business and its profits because they are shareholders or members. The things a business does to generate those profits are varied.
Public Relations The origin of the concept of public relations is seen in the actions of publicists engaged in the campaign for circuses, theatrical performances, and other public shows. The public relations have seen its growth as a profession during the time of the First World War. During World War I the Committee for Public Information known as Creel Committee engaged in organizing publicity of U.S. objectives fostered many of the
From this point-of-view the PR campaign's objectives in this case are: Increasing the company's market share up to 6% Increasing the company sales up to11% Identifying the target customer segments Identifying different categories of public relies on identifying values, behaviors, ideals, expectations, involvement degree or possibilities of acceptance of the ideas promoted by the campaign. Basically, for the new line of products for summer use, L'Oreal is targeting the same customer segments that
This second definition sees the purpose of PR activities as aimed at raising an organization's profile with the key people at the media (Cartledge 2003). PR professionals should keep their messages and proposals brief and succinct. The message should relate and connect to a current local economic activity to call attention. They should follow up on these proposals or news stories. It is their responsibility to acquire feedback on how
Public Relations Why is it important to have a PR campaign? Give an example of a situation that illustrates the importance of a PR campaign and how is the effectiveness of public relations best measured? Explain your answer. A good PR campaign is important for many reasons (Elements of a PR plan). It can increase a company's credibility because of a consumer's respect for the media. Media coverage can establish a company
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