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Razzle
Dazzle
The Nature of Promotion
Promotion LAP 2
Razzle Dazzle
Objectives
Explain the role of
promotion in marketing.
Describe types of
promotional objectives.
Objective
Explain the role of promotion
in marketing.
need
You’ve You
created
an exciting
new iPhone
application.
promotion!
You need potential customers to know:
 Your product exists
 What it will do for them
 Where they can purchase it
 How much it costs
Promotion Basics
Promotion—
The
element
of
marketing
mix
Can
alsofunction
bethe
described
as to
marketing
needed
that
encourages
customers
to goods,
buy
marketing
communication
because
communicate
information
about
to
havesending
certain
or opinions
it or
involves
aviews
marketing
message
services,
images,
and/or
ideas
to a target
audience
to achieve
a desired
outcome
Who Uses Promotion?
 Any organization with something to sell
 Large and small
businessesExamples
Who Uses Promotion?
 Any organization with something to sell
 Producers
Government
Special
interest
agencies
groups
Who Uses Promotion?
 Any organization with something to sell
Intermediaries
 Individuals,
(middlemen)
such
as political
candidates
Characteristics of Effective Promotion
 Persuasive—must convince customers
that the product or company can satisfy
specific needs
 Relevant—must be of interest to the
target audience
 Appropriate—must “fit” the product
Characteristics of Effective Promotion
 Factual—must not be misleading
 Repetitive—must create sustained interest
 Coordinated—must be in sync with other
promotional messages
Benefits of Promotion
 Increased
Strong
position
Increased
sales
product/company
customer
loyalty
awareness
Improved
Healthcare!
Lower
Taxes!
Benefits of Promotion
 Increased
Better informed,
employment
more
satisfied
customers
opportunities
• Jobs in promotion
• Jobs in production
Benefits of Promotion
 Increased media support—promotional
dollars for:
• Television
• Radio
• Newspapers
• Magazines
• Internet
Promotion Costs
 Promotion costs can add up.
 Marketers plan ahead and create reasonable,
appropriate budgets.
Objective
Describe types of
promotional objectives.
Promotion Objectives
To inform
 Used to educate customers on how to use products
How to be digital-ready:
Usedused
mostfor
often
 Also
older products
for
withnew
newproducts
uses
Promotion Objectives
To persuade
 Used to stimulate action
 Used most often with highly
competitive products
 Often includes
incentives
 Sometimes used to
boost company image
Promotion Objectives
To remind
 Used most often to promote
promotion
a company A
rather
than an may
aimproduct
to achieve one, two,
individual
or all three of these
 Used to reinforce
positive
objectives.
opinions that already exist
 Was it for a company or for a specific product?
Choose one
 Did you find
it relevant you’ve
and appropriate?
promotion
seen
in themeant
pastto
week.
 Was the promotion
inform,
to persuade, or to remind?
 How did it affect you
as a consumer?
 Individuals such as political candidates use promotion to convince
the public to agree with them or to vote for them.
 Sometimes, along with positive promotions about themselves,
political candidates or parties include negative advertisements
about their opponents in their promotional campaigns.
 These promotions aren’t illegal, but
are they ethical?
 What do you think?
Acknowledgments:
Original Developers:
Lelia Ventling and Sarah Bartlett Borich,
MBAResearch
Version 1.0
Copyright  2010
MBA Research and Curriculum Center
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Liquid Library
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are ©2007 Liquid Library
All rights reserved
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