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 a marketer’s 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
Cited References:
- There were a number of companies that formed joint ventures to address issues that arose from the coronavirus pandemic including Google and Apple that worked together to create contact tracing software. For more see: Kif Leswing. “Apple and Google Will Build Their Coronavirus Contact Tracing Software Right into Your Phone.” CNBC, September 1, 2020. https://www.cnbc.com/2020/09/01/apple-google-will-build-coronavirus-contact-tracing-software-right-into-your-phone.html.
- During COVID-19 retailers encouraged customers to accept receipts by email or text message instead of printout. This has provided retailers with an unexpected benefit of capturing more customer contact information to be used for promotional purposes.
- Claude. E. Shannon and Warren Weaver. The Mathematical Theory of Communication. University of Illinois Press, 1949.
- Wilbur Schramm. The Process and Effects of Mass Communication. University of Illinois Press, 1960.
- For insight on problems with promotional clutter see: Molly Fleming. “Burger King CMO: No-One Wants to Watch Your Ads Unless You Are at The Superbowl.” MarketingWeek, October 14, 2020. https://www.marketingweek.com/burger-king-cmo-superbowl.
- For more on their targeted search advertising products see: “Google Ads.” Google. https://adwords.google.com/home and “Microsoft Advertising.” Microsoft. https://ads.microsoft.com.