The Main Components of the Promotion Mix Tools Available to Marketing Managers
It is not enough for a business to have good products sold at
attractive prices. To generate sales and profits, the benefits of
products have to be communicated to customers. In marketing, this is
commonly known as "promotion". Although promotion is not done only for
these factors but for other such as to build brand loyalty, to reminds
and reassure costumers, to launch a new product and maybe to defend
market share by responding to competitors’ campaigns with their own
advertising A business' total marketing communications programme is
called the "promotional mix" and consists of a blend of advertising,
personal selling, sales promotion, public relations tools and direct
marketing.
The main components of the promotion mix tools are Advertising, which
means any paid form of non-personal communication of ideas or products
in the “prime media” that is television, newspapers, magazines,
billboard posters, radio, cinema etc. Advertising is intended to
persuade and to inform. The two basic aspects of advertising are the
message (what you want your communication to say) and the medium (how
you get your message across). It is wise that before choosing the
advertising medium, the company carries out a marketing research to
see what her directed consumers view most, either published media or
visual/aural media.
Another tool is the Personal Selling which is the oral presentation
with potential buyers of a good or service with the aim of making
sales. The personal selling may focus initially on developing a
relationship with the potential buyer, but will ...
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cinema because they are more frequented by youths other then the
elderly. It will choose either the television or radio. Also it is
wise to printed adverts such as magazines the advert can be easily
read and referred to for more than one time. Apart form reassuring
the consumer advertising helps to remove any post-purchase anxieties
of consumers especially when the product is expensive such as cars and
appliances and helps maintaining a long term relationship with
established consumers.
The key to successful promotion is that who promote must believe in
the product and must be credible and enthusiastic either when making
the advert and even in personal selling. Then the marketing managers
have the important task to choose the right tool and the most
effective medium, which will lead to success or failure.
Appendix 2 shows the benefits of the promotional mix tools used. Integrated marketing communication is a concept of marketing communication from each promotional mix that combines and evaluates the planned role of different communication (Naeem, Bilal &Naz, 2013, p.g. 125). The. There are factors that affect the marketing mix and there are nature of product(product characteristics such as the costs and risks and the social risk), stage in product life cycle and target market, type of buying decision, promotion funds and the push or pull strategy. Appendix 3 shows the push and pull strategy.
Advertising is now as a communication strategy in order to construct consumer’s actions and beliefs about their desire of the products. Most companies will hire advertisement department to promote their products through a creative advertising. However, advertisement not only promotes products for companies but also could influence their sale since the competitive marketing all over the world. All of the companies use advertising to promote their products, therefore, the job of advertisement companies in order to use advertising as a communication strategy and transfer its valuable message to consumers. Since the advertising marketing has become extensive and competitive, for most advertisement companies, the only way to attract audience’s attention is to be more
Advertising is a form of marketing communication used to persuade or manipulate an audience. Advertising is the best way to drive consumer behavior. Companies try to get the best designer to create an advertisement that grabs people attention and makes their product look the desirable to customers.
Promotion is advertising to potential customers in and effort to create an awareness of your business. It is reasonable to believe that without the ability to advertise a company would have a difficult time generating new customers.
Marketing In this day and age is vital for a company to perform at its possible best. Marketing’s main focus is to give great satisfaction to a customer. There are many aspect of marketing, these aspects give marketer’s the tools to help strive for the best possible success they can achieve. They hope that they can create exposure for their brand, product or service.
Once the target market has been identified it is important to develop a marketing strategy. In today's fast paced, information overloaded society; conveying a message about a product seems to be more difficult than ever. The consumer is bombarded with advertising everywhere they look. Today advertising not only exists on television, radio, magazines, and newspapers, it can be found on billboards, park benches, in our mailboxes, on buses, taxis, at sporting events, and on clothing.
Advertising is an effective and important tool for companies to bring awareness to their product. According to the Advertising Education Foundation, on average, a normal person is flooded with over 3,000 advertising messages a day (Boykin, n.d.). Advertising can be defined in multiple ways, one being that its main purpose is to solve problems without entertaining or potentially inspiring its audience. In some instances this definition may be appropriate; however, overall, I respectively disagree with this. Advertising is used to creatively persuade its consumers by using rhetorical strategies such as pathos, logos, and ethos.
Marketing Mix is a very essential concept for the progression of the business. Products and services of a business organization get effective strategic positions in the market with the help of using marketing mix. According to Belz (2011), through appropriate attentiveness of the marketing mix, an organization can have proper explicated marketing tactics and strategies through which the company’s marketing objectives can be achieved at the required level. Marketing mix is not merely a single term but it is an assembly of different elements of marketing.
The purpose of this paper is to explain the four elements of marketing mix which are: product, place, price, and promotion. I will also implement each element with the company’s marketing strategies. The organization which I will be using is Sandy’s Day Care. In my organization I had child care services for ages from new born to eleven years old. Hours of operation ranged from 5:30 am to 6:00 pm. Monday thou Friday and Saturday’s only upon request. I will explain the marketing strategies that were applied in my home business which succeeded for over five years, with an income of six thousand dollars a month.
Marketing research is important for any organization because it provides value to the bottom line. It is a collection of data, which translates into a tangible asset by implementing the information into active processes. Marketing Research is defined by McDaniel & Gates (2007) as the “planning, collections, and analysis of data relevant to marketing decision making and the communication of the results of this analysis to management” (p. 5). Marketing research serves two key roles in the organizational structure of marketing. It is an element of the marketing intelligence process. Key information is acquired, analyzed, and preserved by allowing the organization to make decisions utilizing statistical information found by primary and secondary research. It is also used as key tool in search of innovative ways to enter and remain within a specific target market. When an organization makes the analytical decision to aim and reach for its target market, it uses both qualitative and quantitative research methods, to analyze the similar interests, beliefs, and preferences of the consumer group.
The promotion mix is to help attract target customers to specific products. PepsiCo promotional mix is advertisement, sales promotion, direct marketing, and public relations. PepsiCo’s advertisement usually consist a celebrity drinking the Pepsi product in a commercial. The sales promotion, which is discussed in chapter fifteen, includes sweepstakes, coupons, and rebates. Direct marketing is to sell directly to companies at wholesale price. Public relations include: sponsorship or financial assistance.
It is imperative to understand what does advertising do, before undertaking any research in the field of advertising. Advertising is a form of communication. It attempts to send a message to the target audience in order to elicit a desired
When a business aims to be as successful as possible in selling its products and services, it must examine in detail whether or not the products will be attractive and necessary; if the price is optimal; if the product is being distributed in the best locations; and finally, how interest and awareness can be created for the products. In order for a business to target all of these elements at the right people at the right time, it must employ the right type of marketing mix: Product, Price, Place and Promotion.
Nowadays, advertisements are everywhere embedded in our daily life. They are powerful resources that inform people the latest news about a particular product or brand in many different ways. Most of the people are being able to get more information and detail of a product from media, radio stations, newspapers and internet. Even though advertising is a big informative source, it also can be considered as a marketing tool to control the mind and desires of the consumers to manipulate and persuade them to buy things they do not need.
Advertisement is a type of marketing communication used to attract or encourage an audience to take or continue some action. Usually advertisements contain commercial offerings, or conscious messages and information. Advertisements have an ancient history. In the early ages, Egyptians used papyrus to make sales messages and wall posters. Later commercial messages and political campaign displays have been found in the ruins of Pompeii and ancient Arabia.