Question

explain why promotion is an integral part of the marketing mix. Provide personal examples of when promotions successfully influenced your decision-making process to reinforce your explanation

Answer 1

Answer:-

●Promotional strategy is the plan for using the elements of promotion—advertising, public relations, sales promotion, personal selling, and social media—to meet the firm's overall objectives and marketing goals.

● Based on these objectives, the elements of the promotional strategy become a coordinated promotion plan.

●●The promotion plan then becomes an integral part of the total marketing strategy for reaching the target market along with product, distribution, and price.

Elements:-

Consists of any combination of advertising, sales promotion, publicity, direct marketing, and personal selling.

Examples:-

●supporting charities, Ronald McDonald, public speaking etc.

NOTE (EXTRA):-

●Let’s take Nike’s promotion mix as an example and learn how they use each of the promotion mix components.

1. Advertising. In advertising campaigns, Nike aims to reach large target audiences. The brand invites celebrities who represent the image of an ideal consumer. Potential customers associate themselves with famous ones, and this motivates them to trust the brand and communicate with it.
2. Personal selling. Nike’s selling takes place in their stores. Trained store personnel assist consumers, provide details on the company’s products and stimulate visitors to buy their products. Besides, Nike’s employees help customers find the right Nike product and promote the company through the use of personalized services.
3. Sales promotion. Usually, Nike’s sales promotions include special discounts for a targeted audience. The brand motivates their customers with the savings they can have when they buy discounted products. After that, they create a demand for purchasing more products using those bonuses, turning new customers into loyal clients.
4. Public relations. Nike developed a social responsibility strategy, in response to global ecological trends. Besides, Nike sponsors numerous sports events that build a better brand image in the eyes of their audience.
5. Direct marketing. Nike uses direct marketing to promote its products among sports organizations in universities, colleges, schools. Marketers call this lead nurturing.