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Marketing Strategy and Promotion LEARNING OBJECTIVES Understand the role of promotion in the marketing mix and its importance to a company. Understand the different ways that a small business can promote its products or services. Explain the differences and similarities in the marketing communications mix of online and onground businesses. Promotion, the fourth P in the marketing mix, is now more commonly referred to as marketing communications. Marketing communications can be defined as “the means by which firms attempt to inform, persuade, and remind customers—directly or indirectly—about the products and brands they sell. In a sense, marketing communications represent the ‘voice’ of the company and its brands and are a means by which it can establish a dialogue and build relationships with consumers.”Philip Kotler and David Lane Keller, Marketing Management (Upper Saddle River, NJ: Pearson Prentice Hall, 2009), 470. Marketing communications are all about getting the w...
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Successful marketing communication relies on a combination of the promotional mix. These options include advertising, sales promotion, public relations, direct marketing, and personal selling. As the term suggests, marketing communication functions within a marketing framework. Traditionally known as the promotional element of the four P’s of marketing (product, place, price, and promotion), the primary goal of marketing communication is to reach a defined audience to affect its behavior by informing, persuading, and reminding. Marketing communication acquires new customers for brands by building awareness and encouraging trial. Marketing communication also maintains a brand’s current customer base by reinforcing their purchase behavior by providing additional information about the brand’s benefits. A secondary goal of marketing communication is building and reinforcing relationships with customers, prospects, retailers, and other important stakeholders. Successful marketi...
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Difference Between Public Relations (PR) and Marketing Marketing is a business activity that aims at promoting, advertising and selling company’s products and services. On the other hand, public relations or commonly called as PR is a communication process; wherein the company seeks to build such a relationship between the company and the general public, which is mutually beneficial for them. Last updated on October 14, 2017 by Surbhi S Marketing is a business activity that aims at promoting, advertising and selling company’s products and services. On the other hand, public relations or commonly called as PR is a communication process; wherein the company seeks to build such a relationship between the company and the general public, which is mutually beneficial for them. Nowadays, people find it hard to distinguish marketing from public relation (PR), due to the emergence of social media, which filled the gap amidst these two. However, they are two different concepts. While m...
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