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.
- 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.
