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Unit 42 : Promotion
Role of Promotion in Marketing
Promotion is the exercise of communicating the properties of different elements of marketing mix to the customers with the motto of influencing them. This involves the following aims:
a) Persuasion
b) Inform
c) Reminding
d) Reinforcing
Promotion Mix
The promotion mix comprises the following tools:
Advertising
Sales Promotion
Public Relations
Personal Selling
Direct Marketing
Promotion-mix Strategies
There are two basic promotion-mix strategies
Push Strategy – promotion efforts are directed at the channel members to induce them to purchase the products and sell them to the final customer.
Pull Strategy - promotion efforts are directed to the final consumer to induce them to buy the product
Factors influencing the Promotion Mix
Three major factors affecting the choice of promotion mix are
Type of Product / Market
Buyers’ Readiness Stage
Product Life Cycle Stage
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