What are the elements of promotion?
Creating a marketing campaign can take a long time. When a company develops a new product, marketers cannot simply say, "Let's create some billboards and hope that consumers notice our product!". Promotional objectives must be specific, and the promotion itself has to be targeted. This is where the promotion mix comes into play. Read along to find out how to create the most effective promotion mix! Show
Promotion Mix MeaningPromotion mix is an essential component of marketing communications. That is why we sometimes call it marketing communications mix. Marketing communications aim to reach the target audience and influence the customer purchase journey. Its main tasks include differentiating the product and brand from the competitors, reinforcing the brand's presence and message, informing customers about the product's benefits & features, and persuading them to buy. This process is known as the DRIP model. The DRIP framework stands for: differentiate, reinforce, inform, and persuade. Marketers use various promotional techniques to achieve these goals, giving rise to the promotion mix. Promotion mix is a combination of promotional tools marketers use to communicate with their target audience. Marketers can use more than one channel to communicate brand value. Here are six key components of a communications mix:
Nike uses a combination of promotional tools. They offer a variety of seasonal sales promotions, advertise their products using traditional (print) and digital (social) media, and run various public relations campaigns. Promotion Mix MarketingThe promotion mix plays a significant role in marketing. Before we look at the promotion mix in more detail, let's examine the steps in developing effective marketing communications. Overall, there are three stages in marketing communications:
The main goal of marketing communications is to guide customers through the buyer-readiness stages. Buyer-readiness stages are the stages a customer passes through before making a purchase. The buyer readiness stages include awareness, knowledge, liking, preference, conviction, and purchase (see Figure 1 below). It is important to note that the buyer readiness stages are not the same as the buyer decision-making process. Promotion Mix ElementsPromotion mix is made up of three key elements: promotion mix budget, tools, and strategy. An integrated marketing campaign would require marketers to combine all these three elements. Promotion mix budgetThe first step to developing a promotion mix is to calculate promotion budget. It is a crucial task as marketers do not want to waste precious dollars. Let's look at four methods to determine a promotion budget:
It is essential to keep in mind that the promotion mix budget is different from product pricing methods. To learn about pricing, check out our Price and Pricing Strategies explanations. Types of promotion mixWe have outlined the different promotion mix elements but let's look at them in more detail. The types of promotion mix elements are as follows (see Figure 2 below):
For example, Red Bull hosted a New Moon Party to increase publicity for its brand, during which skydivers jumped out of helicopters in wingsuits above the city of Los Angeles. The skydivers' suits were equipped with LED lights and pyrotechnics, making it look like something supernatural was flying down the city.1 Now, you may wonder whether this is an appropriate promotion for an energy drink brand. Well, Red Bull is known for its involvement in racing, diving, motorsports, and numerous other extreme sports. As a result, promotional events like the New Moon Party fit well into Red Bull's integrated marketing communications mix. Promotion mix strategiesAnother important step in promotion mix creation is developing a promotion strategy. There are two main strategies to consider here: pull and push strategies. A push strategy involves 'pushing' the product to the customer. Push strategies start with the product's producer, who pushes their marketing communications through various channels to intermediaries who eventually promote the product to the final consumer. The producer's goal is to encourage these intermediaries to take on the product. They may use various promotional techniques like personal selling or sales promotions to convince channel members to carry the product and promote it to the end user. On the other hand, a pull strategy involves directing communications efforts to the final customer. The producer may use traditional (e.g. print or outdoor) or digital (e.g. social or search) media to directly address end users and trigger action. Thus, creating demand for the product. As a result, consumer demand ends up 'pulling' the product through various channels. This process is known as a demand vacuum. It is important to note that the two strategies are not mutually exclusive. Many companies use a mixture of both push and pull strategies. Importance of Promotion MixLet's now examine the importance of the promotion mix. Why do marketers spend so much time and resources constructing the promotion mix? Well, the ultimate goal is to integrate marketing communications. After setting a promotional budget, marketers have to choose effective tools and strategies to promote their products. Both of these must work together to deliver a cohesive message across all channels. This is essential to maintaining a consistent brand image and position. However, promotion must match customers' needs. Customers' wants and needs should always be the starting point for all communications efforts. Marketers must address these needs thoroughly in marketing messages while conveying unique selling points. To avoid confusing customers, marketers must ensure cohesive marketing messages across channels. Finally, an integrated marketing communications strategy will allow the company to evaluate its marketing performance and generate actionable insights for future campaigns. What are the 5 elements of promotion?A promotional mix is an allocation of resources among five primary elements:. Advertising.. Public relations or publicity.. Sales promotion.. Direct marketing.. Personal selling.. What are the 4 elements of promotion?The promotion mix also contains four elements that companies use to meet their marketing objectives. The elements are sales promotion, advertising, personal selling, and public relations.
What is promotion and elements of promotion?Promotion is also one of the elements in the promotional mix or promotional plan. These are personal selling, advertising, sales promotion, direct marketing publicity, word of mouth and may also include event marketing, exhibitions and trade shows.
What are the 4 types of promotion?Promotion looks to communicate the company's message across to the consumer.. Advertising. ... . Sales Promotion. ... . Public Relations. ... . Direct Marketing.. |