Promotion is a form of corporate communication that uses
various methods to reach a targeted audience with a certain message in order to
achieve specific organizational objectives. Nearly all organizations, whether
for-profit or not-for-profit, in all types of industries, must engage in some
form of promotion. Such efforts may range from multinational firms spending
large sums on securing high-profile celebrities to serve as corporate
spokespersons to the owner of a one-person enterprise passing out business
cards at a local businessperson’s meeting.
Like most marketing decisions, an effective promotional
strategy requires the marketer understand how promotion fits with other pieces
of the marketing puzzle (e.g., product, distribution, pricing, target markets).
Consequently, promotion decisions should be made with an appreciation for how
it affects other areas of the company. For instance, running a major
advertising campaign for a new product without first assuring there will be
enough inventory to meet potential demand generated by the advertising would
certainly not go over well with the company’s production department (not to
mention other key company executives). Thus, marketers should not work in a
vacuum when making promotion decisions. Rather, the overall success of a
promotional strategy requires input from others in impacted functional areas.
In addition to coordinating general promotion decisions with
other business areas, individual promotions must also work together. Under the
concept of Integrated Marketing Communication marketers attempt to develop a
unified promotional strategy involving the coordination of many different types
of promotional techniques. The key idea for the marketer who employs several
promotional options (we’ll discuss potential options later in this tutorial) to
reach objectives for the product is to employ a consistent message across all
options. For instance, sales people will discuss the same benefits of a product
as mentioned in television advertisements. In this way no matter how customers
are exposed to a marketer’s promotional efforts they all receive the same
information.
Tidak ada komentar:
Posting Komentar