3. Promotion

Promotion is :: the methods used by a business to inform, persuade, and remind a target market about its products.

Elements of the promotion mix

With a wide range of consumer choice, advertising is essential for marketing success
- Through advertising, businesses are able to reinforce a positive attitude about the business.
The different types of advertising media include:
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Mass marketing
Telemarking
E-marketing and social media marketing
Direct marketing catalogues
Billboards
Advertising is : a paid, non-personal message that is communicated through a mass medium.
Advertising media: refers to :: the many forms of communication used to reach an audience.

Personal selling involves:
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the activities of a sales representative directed to a customer in attempt to make a sale.
- by pursuing personal selling, businesses can modify the marketing message to suit individual needs.
- individual assistance can foster loyalty, creating a relationship.

Relationship marketing is :
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the development of long-term, cost-effective, and strong relationships with individual customers
- mainly creating customer loyalty by meeting the needs of customers on an individual basis.
Loyalty programs are highly successful in relationship marketing
- fostering a relationship, giving customers a reason to chose a business over it’s competitors.
A loyalty program is :: a rewards-based program offered by a business to customers who frequently make purchases.

Sales promotion is :
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the use of activities or materials as direct inducements to customers.
- (e.g. limited time offers, free gifts, coupons, samples, point of purchase displays, …)
Aims to:
- entice new customers
- encourage trial purchase of a new product
- increase sales to existing customers and repeat purchases.

Publicity is :: any free news story about a business’ products.
- Allows businesses to enhance the image of their products
Public relations (PR) are :: those activities aimed at creating and maintaining favourable relations between a business and its customers.
- PR exposes a business or idea to an audience by using unpaid third parties as outlets
- enables businesses to work with the media

Marketing managers can use a variety of channels to communicate a message. (often: print, electronic media advertising)
- A channel is :: any method used for carrying a message.
- noise is :: any interference or distraction that affects any or all stages in the communication process. (e.g. faulty printing, competing messages, misinterpretation)
An opinion leader is :: a person who influences others. Their opinions are respected and they are often sought out for advice.
- used as information outlets
word-of-mouth communication is :: when people influence each other during conversations.
- receiver places more trust in someone they know