Chapter 11: Promotion Decisions

Chapter Summary:

In this chapter, we begin our discussion of the promotion component of the Marketer’s Toolkit.  We start by defining promotion, and we show how promotion is used to meet different objectives.  Because communication is a key element of promotion, we take an extended look at the communication process.  Next, we explore different characteristics of promotion and how different promotional methods stack up to the characteristics.  Finally, we discuss factors affecting the choice of promotional methods.

Key Issues:

  • What is Promotion?
  • Objectives of Marketing Promotions
  • Types of Promotion Objectives
  • The Communication Process
  • Characteristics of Promotions
  • The Promotion Mix
  • Factors Affecting Promotion Choice

Links to Cited References:

(note: Some links may no longer be active, if this is the case check Accessing Marketing Stories for hints on accessing.)

  1. Standford, D., “Targeting Millennial Wine Drinkers Online, BusinessWeek, May 12, 2011.  http://www.businessweek.com/magazine/content/11_21/b4229022111543.htm
  2. Fessler, P., “Nonprofits Look for New Ways to Get People to Give,” National Public Radio, April 6, 2011.  http://www.npr.org/2011/04/06/135039394/nonprofits-look-for-new-ways-to-get-people-to-give
  3. Vega, T., “Goya Aims to Expand the Neighborhood,” New York Times, September 23, 2010.  http://www.nytimes.com/2010/09/24/business/media/24adco.html
  4. Shannon, C.E. and W. Weaver, The Mathematical Theory of Communication, University of Illinois Press, 1949.
  5. Schramm, W., The Process and Effects of Mass Communication, University of Illinois Press, 1960.
  6. Pappas, C., “What's That Smell?” Exhibitor Magazine, December 2009.  http://www.exhibitoronline.com/exhibitormagazine/dec09/scent-marketing-sensory-marketing.asp
  7. Gillespie, K. and H.D. Hennessey, Global Marketing, South-Western College Publication, 2010.
  8. Vega, T., “Marketers Discover Trucks Can Deliver More Than Food,” New York Times, November 28, 2010.  http://www.nytimes.com/2010/11/29/business/media/29truck.html
  9. Fessler, P., “Nonprofits Look for New Ways To Get People To Give, NPR, April 6, 2011.  http://www.npr.org/2011/04/06/135039394/nonprofits-look-for-new-ways-to-get-people-to-give
  10. Carter, B. and T. Vega, “In Shift, Ads Try to Entice Over 55-Set,” New York Times, May 13, 2011.  http://www.nytimes.com/2011/05/14/business/media/14viewers.html?pagewanted=1&_r=1
  11. Wasserman, T., “Social Media Is Murky Area For Marketers of Alcohol,” AdWeek, August 8, 2010.  http://www.adweek.com/news/advertising-branding/social-media-murky-area-marketers-alcohol-107661
  12. Dornhelm, R., “Girl Scouts Venture Online to Market Their Cookies,” National Public Radio, March 4, 2010.  http://www.npr.org/templates/story/story.php?storyId=124112388&ft=1&f=1006
  13. Manjoo, F., “Does Social Media Have A Return On Investment?” Fast Company, June 22, 2011.  http://www.fastcompany.com/magazine/157/joe-fernandez-klout-social-media
  14. Singer, N., “On Campus, It’s One Big Commercial,” New York Times, September 10, 2011.  http://www.nytimes.com/2011/09/11/business/at-colleges-the-marketers-are-everywhere.html

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