Promotion

Promotion is the communication link between sellers and buyers for the purpose of influencing, informing, or persuading a potential buyer's purchasing decision. (Wikipedia 2010) Promotion is part of the marketing mix – produce, price, and place. When promoting a product, marketing managers need to decide which promotional mix or promotional plan to use and with whom they wish to communicate. These essentials are advertising, sales promotion, personal selling and public relations.

The ad that I’m assessing is eHarmony.com. EHarmony is a subscription-based, relationship-building service that provides a unique solution for serious single men and women seeking fulfilling, long-term relationships; in they effectively communicate this benefit in every advertisement. It is the only service, on- or offline, that utilizes empirical research, clinical study and a patent-pending predictive technology to effectively match singles, which separates them from the competition (Clark, 2012). The company’s focus is matching people together who eventually want to be married or at least have a long-term, committed relationship. Their company’s founder, Dr. Neil Clark Warren, his focus is to put people together, and keep them together.

EHarmony’s has approximately five and a half million members, with more than 9000 marriages that they can confirm. Their target market tends to be college-educated, many with secondary education. From a psychographic standpoint these are people who are looking for a long-term relationship; to find the love of their lives; and somebody with whom they can get married. It caters to people who want to be matched on deep dimensions of compatibility. With the countless success stories, I would say that their advertisements are directed toward the appropriate market segment. As a result of more than 35 years of experience in counseling married couples, Dr. Neil Clark Warren determined that there were 29 key drivers or dimensions of long-term...