Bus 497 Week 4 Promotion and Integrated Marketing Communication

BUS 497 WEEK 4 PROMOTION AND INTEGRATED MARKETING COMMUNICATION

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BUS 497 Week 4 Promotion and Integrated Marketing Communication,

BUS 497 Week 4 Promotion and Integrated Marketing Communication

Promotion is a term used commonly in marketing and is one of the market mix features or elements. Marketing mix has four p’s that is price, promotion, product and place. Promotion is defined as raising customer awareness of a company’s product or brand, creating brand loyalty and generating sales. Promotion may also be found in the requirement of five promotional plan or promotional mix . These elements include personal selling, sales promotion, publicity direct marketing, and advertising. The objectives of the promotion include Building Awareness. This means that new companies and new products are frequently unknown to a market that means original promotional efforts have to be concentrated on determining an identity. In this position the marketer has to concentrate promotion to: inform the market who really they are and what they must offer and effectively reach customers (Caywood, 2013).

Secondly, is to create Interest. This is moving a potential customer from awareness of a commodity to making a buy and can present a major challenge. From the point of view of business and consumer buying behaviour, customers have to first identify they have a need sooner than they actively begin to consider a buy. The focus on making messages which convince customers that a certain need exists has been the seal of marketing for a long duration with promotional pleads aimed at essential human characteristics such as sex, emotions, humours and fears. Thirdly is to Provide Information. Some promotion is planned to help customers in the search stage of the buying process. In some cases,...