Promotion is a key element of the marketing mix that refers to all the activities undertaken to inform, persuade, and remind customers about products or services.
Thank you for reading this post, don't forget to subscribe!- The aim is to increase awareness, generate interest, and encourage purchase or loyalty.
Note: Promotion is not just about selling—it’s about creating awareness, generating interest, and building long-term relationships with customers by communicating the value and benefits of what is being offered.
Objectives of Promotion:
1.) Informing:
- It refers to making potential customers aware of a product, service, brand, or idea.
- It involves providing essential information such as features, uses, benefits, pricing, and availability—especially useful for new products or when entering new markets.
Example: A mobile company informing customers about a newly launched smartphone’s specifications.
2.) Persuading:
- It is the process of convincing customers to prefer and purchase a particular product or brand over others.
- It focuses on influencing customer attitudes, highlighting benefits, creating desire, and encouraging immediate buying action.
Example: A detergent brand persuading customers that it cleans clothes better than its competitors.
3.) Reminding:
- It means keeping the brand or product in the minds of existing customers.
- It helps maintain brand awareness, encourages repeat purchases, and prevents customers from switching to competitors.
Example: An ad from a soft drink company reminding people to enjoy their product during the summer season.
4.) Reassuring:
- It involves building customer confidence and satisfaction after the purchase.
- It reduces doubts, reinforces the customer’s buying decision, and helps build loyalty and long-term relationships.
Example: A company including messages like “100% Satisfaction Guaranteed” on packaging to reassure customers.
In summary objectives of promotion is:
- To inform potential customers about a product or service.
- To persuade consumers to choose a particular brand over others.
- To remind customers of the brand and reinforce brand loyalty.
- To influence buyer behavior and increase sales.
- To build brand image and public goodwill.