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 these 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:

  1. Shannon, Claude. E. and Warren Weaver. The Mathematical Theory of Communication. University of Illinois Press, 1949.
  2. Schramm, Wilbur. The Process and Effects of Mass Communication, University of Illinois Press, 1960.
  3. For additional insight on problems with promotional clutter see:  Vizard, Sarah. “60% of Content Created by Brands is Just Clutter.”  Marketing Week, February 1, 2017.
  4. For more on how marketers can improve promotional communication see: Teixeira, Thales S. “When People Pay Attention to Video Ads and Why.” Harvard Business Review, October 14, 2015.
  5. For information on Google AdWords see: “Google PPC Online Advertising – Google AdWords.” Google
  6. For information on Bing Ads see: “Bing Ads.” Microsoft.
  7. Some organizations have developed such a strong customer following that they require very little spending on promotion and rely almost exclusively on word-of-mouth.  For examples see: Valenti, Catherine. “Some Brands Thrive Without Advertising.” ABC News, August 23, 2017.